This article discusses competing strategic goals and success factors in non life insurers' claims management using new and ad hoc empirical data. We structure the study of the companies' aims along the three main conflicting goals: (1) the minimization of claims volume, (2) the optimization of internal claims processes, and (3) the maximization of customer satisfaction. We analyze the insurance industry perspective through a qualitative survey carried out in Germany and Switzerland. Findings on the current and expected importance of selected topics are derived. The results shall lead to managerial implications improving industry practice and serve as a starting point for further research. Our findings are relevant for academics and practitioners beyond the two markets surveyed in the study.