Some Leaders Copied Uber. They Copied the Wrong Bit.
Some Leaders Copied Uber. They Copied the Wrong Bit.
You know when you order an Uber and spend the next few minutes watching a tiny car travel towards you on a map?
It is tempting to conclude that people enjoy tracking things.
They don’t.
Nobody has ever thought, “The best part of that journey was watching a Toyota Prius complete a three-point turn in Acacia Avenue.”
What people enjoy is certainty.
Before Uber, you stood outside a restaurant wondering whether your taxi was two minutes away, twenty minutes away—or had been given to someone called Graham.
Uber didn’t simply show us where the car was.
It removed the anxiety of not knowing.
Claims organisations noticed the map.
But some missed the psychology.
So they built portals that tell customers their claim is:
“Awaiting review.”
“With our assessment team.”
“Pending supplier information.”
This may prevent a telephone call.
But it doesn’t necessarily reduce customer effort.
Knowing that your claim has been sitting with a supplier for twelve days is not particularly reassuring.
It is simply digitised uncertainty.
Uber used tracking to make waiting feel shorter.
Claims organisations sometimes use tracking to explain why waiting is so long.
The customer doesn’t really want to track their claim.
They want to know:
Is someone in control?
What happens next?
When will it happen?
Do you need anything from me?
When will this be over?
Better still, they would prefer the claim to be completed before they feel the need to check.
So before investing in another layer of tracking technology, study why customers need to track the claim in the first place.
Where has it stopped?
What information is missing?
How many times has it been handed over?
What prevents the person holding it from moving it forward?
Then change one thing and measure whether claims move faster.
Because the real question isn’t:
“How can customers see where their claim is sitting?”
It is:
“Why is the claim sitting there at all?”
Don’t copy what Uber built.
Understand the problem Uber removed.
The best claims tracker may be a claim that closes before the customer feels compelled to track it.
Want to know more….
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