Magazine article CRM Magazine

Philadelphia Insurance Listens to Customers: The Company Sees Retention Increase after Deploying a VoC Solution from Confirmit

Magazine article CRM Magazine

Philadelphia Insurance Listens to Customers: The Company Sees Retention Increase after Deploying a VoC Solution from Confirmit

Article excerpt

Following the recent recession, insurance companies came to realize that long-term success required a fresh approach to customer service. The industry as a whole suddenly had to confront hesitancy and concerns from customers and prospects. Market share was no longer guaranteed.

Philadelphia Insurance, which has provided commercial property, casualty, and professional liability insurance since 1962, realized this early on and took immediate action. "We needed a differentiator to set us apart from competitors while adding incremental value to the business," says Seth Hall, the company's vice president of customer service.

About two years ago, Hall and his team turned to Confirmit for a voice of the customer (VoC) program that could provide a quick line of sight into every part of the customer life cycle. It rolled out Confirmit's CustomerSat, a Web-based solution, to listen to, analyze, and act on customer and agent feedback. Confirmit also provides role-based customizable dashboards, alerting, and case management capabilities.

The program started in the call center but has been expanded to include other areas of the company, including underwriting, account executives, marketing, sales, and claims.

"We have the whole customer life cycle covered, from the contact center all the way to claims adjudication," Hall says. "We capture feedback at every major part of the customer life cycle so there are no blind spots."

The program involves post-interaction surveys sent after a customer contacts the company via phone, email, or chat. Five surveys on each agent are sent out daily through a random, automated process.

When the survey results are good, the system automatically sends a "kudos alert" to the agent and his or her supervisor, which Hall says has been a real morale booster. When the feedback is not so good, the system automatically creates a case file and forwards the data to the appropriate parties for a response.

"We can translate information routinely mined from our agent network into meaningful improvements for our customers and, ultimately, Philadelphia Insurance," Hall says. "We now listen smartly, with purpose."

[ILLUSTRATION OMITTED]

One such improvement was sending an automated response with key contact information once a customer files an insurance form. …

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