Crawford promotes quality through training programme

The Quality@Crawford programme maps core processes to customers’ needs.

Claims management company Crawford understands the importance of elevating people through continuous learning and development. It believes that such initiative is critical to attracting and retaining talent. 

This has led to the launch of the internal programme Quality@Crawford in Asia in late 2022. The programme aims to enhance the company’s service proposition and deliver quality outcomes for customers. It maps its core processes to customers’ needs and provides consistency across regions.

Through the programme, teams are provided with tools and training that are carefully curated to help them tackle the evolving market conditions. Most importantly, customers can expect a consistent quality of service when they engage with us. 

“Our goal is to provide our people with valuable skills and the mindset to succeed in and contribute from their roles at Crawford, but also in the insurance industry if they choose to leave,” Crawford said.

Amongst the training modules launched under the programme is business acumen. The module is designed, developed, and delivered by senior business leaders who have had illustrious careers in the insurance industry. This ensures that the content is directly relevant to the employees.

The two-hour training helps them see the big picture and understand general insurance principles - from the basics of the insurance value chain, how Crawford creates values in the claims process, to the way the company operates and does business. 

As of February 2023, over 300 participants have completed this module. The overall rating is an average of 4.68 out of 5 according to the post-course surveys conducted. 

In the long term, training modules will be fully online and built around active learning. Crawford employees will be able to access any of the modules through Crawford’s in-house learning platform, Knowledge Management Center (KMC) – offering flexibility to those who wish to refresh their knowledge and include them in the onboarding process.

Each module will include an online assessment and interaction simulations to allow for better engagement and maximise the learning experience. Annual reviews will also be conducted to ensure tools and training are relevant and aligned to the needs of the people and the customers.

“We believe quality is essential for building trust, creating customer satisfaction and driving innovation. We are committed to promoting an environment where our employees are empowered to grow, emboldened to act and inspired to innovate,” the company said.

Crawford’s success in making its people realise the importance of understanding insurance principles has been recognised by the SBR International Business Awards, as it bags the win in the General Insurance category. The company also won in the same category the previous year.

The prestigious awards programme honours foreign companies in Singapore and recognises the outstanding projects that successfully earned them a foothold in the city-state.

The SBR International Business Awards is presented by Singapore Business Review Magazine. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for your company's outstanding contributions in your organisation's growth, please contact Bianca Peñaranda at

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