The Intermediary – September 2025 - Flipbook - Page 80
P RO T E C T I O N
Opinion
Why speaking to
a human is more
important than ever STEPHANIE DUNKLEY
is development director
at Safe&Secure
I
n a world increasingly
dominated by automation and
artificial intelligence (AI),
the simple act of speaking to
a human being has taken on
greater value and significance
now, more than ever. Whatever the
business or industry, genuine human
interaction remains irreplaceable.
As convenience and speed become
the ‘norm’, empathy, understanding,
and connection are becoming rarer in
everyday business interactions. That’s
a problem for businesses that are
removing all human contact.
When people are navigating
stressful, complex, or emotionally
charged situations – like puing in
an insurance claim – an automated
phone system, Chatbot or online
web-based options only can be cold
and alienating. In moments like
these, what people truly need isn’t
a quick answer. It’s human contact,
just help us solve problems, they help
us feel seen, heard, and validated. The
Covid-19 pandemic illuminated the
psychological importance of human
contact, and made it even more
valuable than before.
While digital tools help us stay
connected remotely, many of us
still experience loneliness and
social isolation now that we never
felt before. Technology can support
human interaction but cannot replace
it totally.
Trust and judgment
Businesses know that trust is
built through relationships, and
relationships are built through human
interaction.
Speaking to a real person,
especially one who listens actively,
shows empathy, and understands
context, fosters trust in ways no AI or
chatbot can.
In industries like home insurance,
the nuances of a conversation can
also make all the difference. People
don’t just want answers, they want
explanations and reassurance.
That kind of support comes more
authentically from another
human being.
Competitive advantage
understanding, reassurance, and
the sense that someone cares – while
delivering factual support and
advice that’s as bespoke as possible –
that is key.
Psychological needs
Humans are social beings.
Conversations with real people don’t
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The Intermediary | September 2025
Ironically in 2025, as automation
becomes more widespread, businesses
that prioritise human interaction are
standing out in the crowd.
A company that puts people at the
heart of its customer service strategy
sends a powerful message: we value
you not just as a customer, but as a
human being.
At Safe&Secure Home Insurance,
the Trust Pilot Reviews give a window
in to the critical desire to speak with
a real person. Words in the reviews
that repeatedly show up are ‘guidance’,
People don’t just
want answers, they
want explanations
and reassurance”
‘understanding’, ‘patience’, ‘human’,
and sentences such as: “Having
someone at the end of the phone is
much more comforting and personal
than a computer screen.”
In many industries, speaking to
a knowledgeable, compassionate
representative has become a luxury.
And because it’s now rare, it’s also a
major differentiator. The companies
that lean into this – that make it easy
to speak to a real person – are the ones
winning long-term customer loyalty.
Old style, way forward
Safe&Secure Home Insurance is
taking the non-automated route a
step further, too. In Q4 of this year,
we have made the decision to post
out a hard copy leer with a welcome
to every single customer, new and
at renewal, as well as an email copy
sent immediately aer the policy is
sold. Why? Providing an even beer
service so that the client has all their
information on one physical, tangible
page – the insurer, cover, premium,
claims number, on risk date, etcetera.
They don’t have to hunt online or
dig around for it – it’s all there, just
in case.
In a push toward technological
efficiency, we must not lose sight of
what makes us human.
Connection, compassion, empathy.
These aren’t just ‘nice to have’ values.
They’re essential. ●
