The Introduction
In insurance, reputation is earned or lost at the moment of truth: the claims experience. Customers increasingly share those experiences in public, turning everyday service interactions into a visible measure of trust.
As a leader in customer service and innovation, Miway began working with DataEQ in 2023 to build a practical feedback loop between customer conversation and operational action.
By combining always-on insight in Analyse with responsive customer care workflows in Engage, Miway has continued to strengthen its public perception, frequently ranking in the top one or two insurers in the country according to consumer feedback. This case study explores how Miway used the right data, the right channels, and an exceptional service culture to build a measurable reputational shield, even when operational pressures arise.
The Challenge
Claims and service queries are high-stakes and emotionally charged, and small breakdowns can escalate quickly once shared publicly. In the DataEQ 2025 SA Insurance Index, the claims process industry Net Sentiment was -34%, showing how negatively customers typically experience and discuss claims journeys. Against this backdrop, Miway’s claims process Net Sentiment in 2024 reached an impressive -1.6%. While far stronger than the industry benchmark, it still indicated that claims generated more complaints than praise.
Miway recognised that good was not good enough, especially in claims where experiences are shaped by multiple touchpoints. Delays, unclear updates, inconsistent messaging, and third-party handoffs can all create uncertainty for customers and friction for operational teams. The challenge was made even greater by the amount of online conversation and social noise. With just under 30% of customer conversation being classified as high priority, it was essential to isolate the most critical, high-stakes interactions - rather than lower-impact engagement such as campaign chatter - and respond quickly with the right ownership and context.
The Approach
Miway treated public conversation as an operational signal. The team used DataEQ to pinpoint the moments that shape trust in claims, prioritise high-impact conversations, and respond with clear ownership and consistent standards.
Insight-led decisions with Analyse
What is Analyse? Analyse turns unstructured customer conversation into real-time insight, tracking sentiment, themes, and drivers across channels so teams can act on what matters most.
Using Analyse, Miway:
- Tracked Net Sentiment and conversation volume across platforms to understand performance and pressure points.
- Identified key drivers of positivity and the themes most likely to trigger dissatisfaction or escalation.
- Monitored shifts over time to spot spikes, understand root causes, and share learnings across teams.
Consistent, customer-first action with Engage
What is Engage? Engage helps teams manage and respond to customer conversations efficiently, using prioritisation and workflows to route the right cases to the right people with clear accountability.
Using Engage, Miway:
- Routed high-impact conversations quickly to the right people, with clear accountability.
- Improved resolution and closure in public channels, where outcomes influence wider perception.
- Maintained a consistent tone and quality standard, reinforcing empathy, professionalism, and clarity.
Hellopeter effect
Hellopeter is often where customers share high-emotion experiences, particularly during claims when they need clarity, progress, or resolution.
For Miway, the platform became a high-signal channel for understanding what customers value most in the claims journey, and for demonstrating how strong service recovery can convert frustration into advocacy.
In 2025, Miway achieved 89.5% Net Sentiment on Hellopeter, sitting 13pp above the industry average. Crucially, that strength extended into claims, as Miway used customer feedback to refine claims communication and strengthen service consistency.
The pattern was consistent: when consultants take ownership, explain next steps, and keep customers informed, customers do not only accept the outcome, they often share it publicly.
Example mentions:
Miway staff central to positive claims experience
Miway's strongest driver of praise was their people, and this showed through customer service experience, with customers often sharing praise for the claims process.
Key drivers of general brand praise for Miway:
- Staff competency: Agents resolve queries effectively, often at first contact. — Net Sentiment: 93% | Volume: 61%
- Staff conduct: Professionalism, friendliness, and empathy make the process feel supportive. — Net Sentiment: 92% | Volume: 40%
- Turnaround time: When processes move quickly, customers notice and praise the speed. — Net Sentiment: 78% | Volume: 34%
Claims as a loyalty moment
Miway’s data shows that when operational speed is paired with proactive communication and empathy, claims can become a loyalty-building experience rather than a friction point.
The Results
Miway has consistently maintained strong customer service performance year after year, achieving Net Sentiment of around 70% and above, reflecting a service culture that customers recognise and reward publicly.
Building on this already-strong baseline, Miway further strengthened performance across key claims and service metrics in 2024 and 2025. The focus was not only on reducing friction, but on guiding customers through high-stress moments with clarity, ownership, and proactive communication.
Key results:
- Claims process Net Sentiment: -1.6% to 6.8%
- Hellopeter claims Net Sentiment: 37.6% to 46.9%
- Customer service response rate (claims): +12pp
- Customer service response time (claims): Improved by 1.7 hours (4.6 hours to 2.9 hours)
Miway's story shows that the strongest signal in digital noise is the measurable echo of excellent service. By combining insight-led decision-making with consistently strong customer care, Miway has strengthened trust where it matters most and turned claims experience into a reputational asset.