Our Insurance client was seeking to understand the opportunities to use contact channels to drive operating efficiency. The goal was to transform the operating model utilising best practice learning and enabling technologies, creating a scalable and more cost efficient customer contact solution.
The channel strategy we developed followed a time-in motion study where we analysed the types of contacts they received, and the channels through which customers were contacting them. It gathered this information and then mapped it against customers actual contact preferences and needs, and the best practice use of enabling technologies and operating models. The result was clear identification of areas for cost reduction, in parallel with designs to improve customer engagement, sales and retention.
From the customer centric perspective, the findings also magnified the channel “gaps”, which exposed the business to competitors able to create a perception of more effective service through marketing of the service channel proposition, particularly for the mobile application type capability.
The roadmap mapped out the short-term wins that could be achieved and where and how to consider and fund future development of relevant channels. The key was to highlight the existing opportunities as well as the challenges the business faced in step changing its performance.