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Insurance: Customer Experience Management Case Study

A Fortune 1000 insurance provider was consistently underperforming its peers in an annual, customer perception study conducted by J.D. Powers and Associates. The provider was falling short in the areas of overall customer satisfaction and specifically customer satisfaction with its claims process. To address customer concerns, the provider created a company task force to identify and address issues resulting in customer dissatisfaction. A key outcome of the task force initiative was to partner with eTouchPoint to institute a process to continually measure and benchmark metrics that are critical to the customer experience.

Objectives
eTouchPoint and the provider established three core objectives during the planning and implementation of this customer experience program:

  1. Identify process, technology, and service issues resulting in negative customer perceptions.
  2. Provide a mechanism for improving customer churn rates by identifying at-risk customers.
  3. Track feedback at the employee-level to identify strengths and weaknesses for employee coaching, compensation, and training.

To address program objectives, eTouchPoint consulted on the design and development of survey programs for the provider’s claims, appraisal, and call center business units. Each program was supported by an implementation of eTouchPoint’s Enterprise Feedback Management system.

Achievements
During the first year of the programs’ implementations, the provider experienced a variety of positive and measurable impacts to its business:

  • Specific factors leading to customer dissatisfaction (e.g., empathy) were identified and employees were coached to improve their performance in these areas.
  • Overall Satisfaction among customers has increased significantly, and scores have increased across every metric tracked.
  • Using the eTouchPoint Alerting module to identify at-risk customers, the provider implemented a formal process for following up with dissatisfied customers. The follow-up process resolves customer issues quickly and ensures dissatisfied customers do not move to another provider.
  • Using the eTouchPoint Reporting module, the provider is able to continually measure employee service performance. Stakeholders can monitor performance by employee, supervisor group, director group, or geographic region.
  • With eTouchPoint’s “verbatim” feature, the provider can now listen to actual customer voice comments, which provide insights into customers’ perceptions of all aspects of their service experience. This information is used to identify process and technology problems experienced during the entire claims process.