Crawford & Company has announced the appointment of Debbie Little (pictured) to the role of chief customer officer, UK and Ireland.

In this newly-created role, Little will be responsible for evolving and enhancing Crawford’s customer strategy by developing customer metrics, and using data and analytics to improve customer experience.

Little is a highly experienced claims professional, having worked exclusively in insurance claims for 26 years. Prior to joining Crawford in 2020 as regional operations director, major and complex loss, she spent nearly 23 years with RSA, working her way up from underwriting services to business and strategy manager via a succession of technical and leadership roles.

Based in London, Little will report to Lisa Bartlett, chief operating officer, International Operations.

“Our clients and their customers are the reason our business exists and putting their needs front and centre has never been more important. Embracing a client-centric culture is central to making sure the voice of the customer is also heard," Bartlett said. "With a rich and varied experience in insurance claims, most recently as chief client officer at Crawford in the UK, Debbie is the ideal person to take the lead in representing customer needs in the claims process.”

The creation of this new role is part of the company’s drive to better communicate with clients and their customers, against a backdrop of increased social media use, and a growing regulatory focus on insurance, including the launch of the FCA’s Consumer Duty Act.

The appointment also aligns with the Crawford's Customer Enhancement initiative which is designed to make the claim process more accessible, inclusive, and responsive to customers’ unique needs.

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