According to Group Chief Claims Officer Ian Thompson, the decision was made despite significant customer adoption of online tools in the last two years and industry efforts to humanize the experience.
Among the areas where technology has advanced during the pandemic are auto repair filing and legal negotiations regarding workers' compensation claims.
"We're seeing some customers are heading back towards saying 'I was willing to do that during lockdown, but I want to go back to a place where I can see people and speak to them directly'," he added.
The pandemic has compelled American financial services firms to prioritize technology investments to ensure services are available even when physical locations are unavailable.
People who were previously opposed to using technology for daily tasks have now embraced it. According to an April report from the advocacy group AARP, the percentage of U.S. adults over 50 who use a smartphone to make financial transactions will rise to 53 percent by the end of 2020, up from 37 percent a year ago.
Thompson believes that the pre-pandemic era was overly focused on developing a "app" through which customers would have to engage. Insurers are now developing multiple channels through which customers can access services.
There has also been a push to make the digital experience more empathetic, which is critical as the world continues to face pandemic challenges, according to Thompson.
"You hear the dog barking or a child playing in the background and you start talking about what our realities are like, not just what is your policy number. Service is important but it's about making it a human experience."