A GlobalData survey indicates that traditional claims channels remain central to how customers interact with insurers, even as digital service tools continue to expand. While online claims submissions through websites and apps are becoming more common, a substantial share of customers still initiate claims through direct interaction channels, highlighting the ongoing importance of efficient call-handling and claims intake processes.
GlobalData’s 2025 UK Insurance Consumer Survey found that claims are most commonly initiated through the provider’s website (23.9%), closely followed by on the phone (23.5%), while 21.8% of respondents submit claims via email forms. Digital app usage remains lower, with 16.2% using the provider’s app, while 14.5% still rely on postal claim forms. These findings indicate that although digital channels are widely used, phone-based claims interactions remain a significant component of the claims journey.
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Meanwhile, Aviva has announced plans to introduce a virtual agent capable of handling claims journeys that begin with customer phone calls, using AI to capture information and support early stages of the claims process. The system is intended to support call handling capacity and streamline the first notification of loss process, enabling human claims handlers to focus on more complex cases.
For insurers, the continued prominence of phone-based claims interactions highlights both an operational challenge and an opportunity. Claims calls often represent a resource-intensive stage of the customer journey, particularly during peak claims periods. Deploying AI-enabled virtual agents to handle initial data capture and triage could help reduce waiting times, improve operational efficiency, and accelerate the early stages of claims handling, while still allowing escalation to human agents where necessary.
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By GlobalData
