Optimizing Self-service in Insurance

9th January 2013

Eliminate before automating

• Customers don’t want “service”. They want products that work first time;

• 20-30% of contact centre work with customers is unnecessary, caused by different parts of the company itself;

• Radically reducing “contacts per order” positions the company to provide service to other operators and achieve scale economies.

Source: The Best Service is No Service

Process for optimizing self-service

Challenge customer demand for service

Eliminate dumb

contacts

Create engaging self-

service

Be proactive

Make it really easy to contact your

company

Listen and act

Deliver great service

experiences

Own the actions across the company

Source: The Best Service is No Service

Steps to implement self-service

1. Introduce a “killer metric” e.g. Calls abandoned, Average Speed of Answer (monthly, daily), Grade of Service;

2. Re-classify customer contacts reasons

3. Change reporting

4. Assign executive responsibility

5. Change the management process

Source: The Best Service is No Service

Example: Insurance service contacts

0

5

10

15

20

25

30

35

40

Top contact categories

Reason %

I’d like to make a claim 34.0

What’s happening? 20.4

I need to update the claim 6.6

Can you explain? 6.0

What’s the procedure? 5.5

How do I claim? 5.4

Can you help me with my claim? 2.7

Are repairs authorised? 2.2

Can I pay my excess? 2.1

Have you received? 2.0

I have received 1.6

Why haven’t you paid me? 1.6

What is my excess? 1.5

Who is going to be my repairer? 1.3

Has Policy Holder lodged a claim? 1.2

“Can you explain”

represents 29% of contact reasons

Source: The Best Service is No Service

Example: Insurance contact outcomes

0

10

20

30

40

50

60

70

80

No Yes

Call resolution As a % of all calls (1159)

0

5

10

15

20

25

30

35

40

Claim awaitsaction bymember

Claim awaitsaction bycompany

Action byClaims

Management

Action by … Information notentered

Reasons for Non-Resolution of Calls

64.5% of all non-resolved work within management control

Source: The Best Service is No Service

Example: Insurance value matrix

Simplify 12.9% • Can you explain? • How do I claim? • Has PH lodged a claim? • You haven’t paid me

enough

Leverage 4.0% • What’s my excess? • Not happy with repairs • Am I liable? • Why was my claim

rejected/declined?

Eliminate 30.1% • What’s happening? • Are repairs authorised? • Have you received? • I’ve received letter/SMS • Why haven’t you paid? • What do I need to send?

Automate/Migrate 53.0% • I’d like to make a claim • I need to update claim • What’s the procedure? • Can you help my claim? • Can I pay my excess? • Can I have details for?

Co

mp

any

pe

rsp

ecti

ve

Client perspective

Low

val

ue

H

igh

val

ue

Low value High value

Source: The Best Service is No Service