For insurers, the opportunity to send customers a web self-service link is ready-made, at the moment a customer reports a claim.

It's no wonder then that insurers are waking up to the opportunities that digital technology can bring to speed up processes but at the same time, improve the customer experience, giving them the control and transparency over their transactions that they've been getting from other sectors, for years. 

For some 'though, the website is not and has never been the focus for customer interactions.  That's why these simple steps to how to get it right serve as such a useful and timely reminder.