Claims - The “Shop Window” of Insurance
The expression “claims is our shop window” is a time-honoured description of the industry. It is usually rolled out at conferences when the industry is telling its peers what “the industry” “must or “should” be doing to persuade the customers to trust it and appreciate its value.
In reality, no customer is interested in how many claims the industry pays without quibble; it is meaningless to them. They only care about how they are treated when, perhaps once in a lifetime, they make a claim. If they are treated well they may remain a loyal customer even when the price goes up. If they are treated poorly they will tell all their family and friends.