When It Comes to Cancer Support, the Human Element Is Invaluable

Originally published on Aflac Newsroom.

“I just had my kidney removed last month, and this is the first time I’ve used this policy.”

An older gentleman called in and reached a customer care specialist in the Aflac Customer Solutions Center. A few days prior, he went to a local shipping store to fax in his claim forms. He wasn’t sure if he used the machine correctly.

“I’m so sorry to hear that, and I hope your healing is going well,” the specialist said warmly as she quickly checked to ensure his forms are in the system and filled out correctly. She assured the policyholder that everything was as it should be and that he would receive more information on his claim soon. The concern in his voice melted away as she walked him through the process, and his relief and appreciation were palpable through the phone. Ending the call, she wished him once more a speedy recovery before moving on to the next caller.

This is the experience that Aflac delivers through its dedicated line for those who call in with a first-time cancer diagnosis. Born out of a brainstorming session between the customer support and sales teams, the automated option that policyholders use enables callers to select an option that allows them to skip the queue and connect directly to a team of reserved customer care specialists who have been hand-selected and trained to take these types of calls. This team, which focuses on providing answers with empathy, is all part of Aflac’s “cancer ecosystem” approach to claims.

“In a world of digital self-service and artificial intelligence, when you’ve been diagnosed with a disease like cancer, you may just want to talk to a human. We unfortunately can’t change the diagnosis, but what our team can do is bring a level of specialized compassion and perspective as they help policyholders navigate the claims process,” said Keith Farley, senior vice president, Individual Voluntary Benefits at Aflac. “That care and expertise is coming through the line, and feedback from customers has been trending higher than average.”

Many of the selected specialists have been affected by cancer personally. Before coming to Aflac, one person was her husband’s caretaker during his cancer journey. Another specialist lost his mother to cancer. And another has a grandmother who lives with a cancer diagnosis today. They all understand the impact cancer has on someone, both emotionally and financially, and they draw on these personal experiences to connect with customers.

“Our team wants to be knowledgeable and be the best they can be in their role, but we also know that these calls can be sensitive and emotionally taxing,” said Farley, “Our supervisors are there for them and keep a special eye out for anyone who may need a moment to regroup after particularly delicate calls.”

This cancer care line is made up of 17 customer care specialists with outstanding skills in empathy and connecting with customers on a personal level — important traits when fielding the roughly 3,000 cancer calls per month. More importantly, they love what they do and, in their words, just want to help others through what can be difficult times.

This article is for informational purposes only and is not a solicitation for insurance.

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