Chubb Life, with input from Chubb Global , Claims Operations Managers, and RGA UK’s specialist behavioral science team joined forces to develop new forms that asked key questions, and were easy for customers to understand and complete.
Treena says a key part of the redesign was bringing in expertise from RGA UK's behavioural science team, who reviewed the forms and helped identify where customer are being asked to do unnecessary cognitive work.
“The behavioural science piece was again about making it easier for customers, not making them calculate things they don't need to calculate. At a glance the new forms may look longer because of the bigger tables, but they're actually far easier to fill out.
“Years of company mergers, acquisitions, product changes, wording changes and language quirks had left us with this sprawling library of forms that customers and Advisers had to navigate, many of them carrying legacy questions that no longer served a clear purpose,” she says.
“Things morph over time, and you have to ask: why are we asking that question? Is it even relevant, or has it just stayed in the form?"
The project has consolidated everything into 14 claim forms and 5 consent forms, with the aim to have the new forms available in the Adviser portal from the first week of June.
Key changes made to the forms include:
- Replacing open percentage questions with simple tick-box tables. For example, forms that asked customers to name and estimate the percentage of time they spend doing a particular work task. Now, the new forms have simple tables that ask them to select a task and frequency, eg ‘Never, Rarely, Sometimes, Often, Always’. Just tick a box and move on.
- Rewriting declarations and privacy statements in plain English, so customers gain a clearer understanding of what they’re consenting to and why their information is being collected.
- Stripping back the jargon and adding definitions for terms like ‘gross amount’, which may not be familiar to all customers, rather than assuming any prior knowledge.
- Removing the separate discharge form for lump sum claims. Bank account details are now collected upfront, so payment can be processed on acceptance without requiring an additional step from the customer.
“It’s tough enough when people are dealing with life changing events, so just removing an extra step can make a real difference,” says Treena.
Always improving
The forms project is the first phase of a wider programme. Next up is a refresh of Chubb Life's template letters, bringing consistency and clearer language to key customer communications, from claim acceptance to settlement, regardless of which consultant is handling the case.
Meanwhile, the team, alongside Chubb Global, is also developing new IP financial calculators to support the more complex calculations involved in indemnity policies, with early feedback proving positive.
The redesigned forms are currently in their final publishing stage, with a goal of going live on the Adviser Hub from 1 June, where they will also support digital signatures and online completion.
The underlying goal? Less time on administration, more time with customers.
"Our mindset with these changes is do it once, do it right," says Treena. "When we have these new forms on the website, people won’t need to trawl through as it'll be very obvious which one you need. Easier to understand, easier to complete, and that cuts time down for customers, Advisers, and the team at Chubb - it benefits people on all sides.”