Enhancing claims through transparency and empathy

Jacqueline Kerwood, Head of Claims Strategy and Governance at Aviva, shares how to help customers through challenging times with transparency and empathy.

Published: 02 Feb 2026 5 mins read

At Aviva, our commitment to providing financial support is evident in the scale and consistency of payments we make across tens of thousands of claims. This crucial financial support is provided at a time of need. But behind the numbers are customers, each with their own unique stories, and each with a claims handler to support them through their journey.

Effective communication is the cornerstone of successful claims management. Clear and empathetic communication not only helps in resolving claims efficiently but also enhances the claimant's experience, builds trust, and fosters a positive relationship between the claimant and their claims handler. Here’s how at Aviva we leverage communication to improve the claims process for customers.

The importance of clear communication

Clear communication ensures that all parties involved in the claims process understand the procedures, requirements, and timelines. It helps in setting realistic expectations and reduces the likelihood of misunderstandings and disputes.

Transparency: Being transparent about the claims process, including the steps involved, documentation required, and expected timelines, helps claimants feel informed and reduces anxiety.
Consistency: Providing consistent information across all communication channels ensures that claimants receive the same message, regardless of who they speak to. This consistency builds trust and reliability.
Clarity: Using simple and straightforward language avoids confusion. Avoiding jargon and technical terms makes it easier for claimants to understand the information being conveyed.

Simply put, open and clear communication with customers about the events leading to their diagnosis and claim, including their background and history, helps ensure claims handlers request the right clinical evidence and can help speed the process up.

The power of empathetic communication

Empathetic communication goes beyond just conveying information; it involves understanding and addressing the emotional needs of claimants. This approach can significantly enhance claimants' experience and satisfaction.

Active listening: Listening attentively to claimants' concerns and acknowledging their feelings helps to show that we genuinely care about their situation. This builds rapport and helps make claimants feel valued.
Personalisation: By addressing claimants by their name and personalising our communication based on their specific situation and needs, claims handlers make interactions more meaningful and compassionate.
Reassurance: Providing reassurance and support throughout the claims process can alleviate stress and anxiety. Letting our claimants know that we are here to help and support them can make a significant difference.

The support we offer to our customers extends far beyond just making payments. Through empathetic communication, our claims handlers are able to identify where additional support would benefit claimants and make a real difference to them. Whether it’s through rehabilitation services, signposting additional support, or sending gifts to brighten their day, we are committed to making a positive impact on their lives.

Clear and empathetic communication is essential for effective claims management. By prioritising transparency, consistency, and empathy, we can enhance the claimant’s experience, build trust, and improve the overall efficiency of the claims process.

For us, a claim is more than a financial payment. It’s about providing practical and emotional support to help customers and their families through some of the most challenging times. It’s about being there to help customers live better lives.