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Case Studies : Royal & SunAlliance
"We now have a slick, one-stop process that represents a significant improvement in our customer services. We have an increased and detailed understanding of our complete customer environment, as the Witness Systems solution is an integral part of our entire technical infrastructure across 10 of our contact centres.
Royal & SunAlliance is an insurance group with significant market positions in the UK, Scandinavia and Canada, Royal & SunAlliance employs around 24,000 people, transacts business in 130 countries and have some 20 million customers around the globe.
Royal & SunAlliance focuses on commercial and personal general insurance and writes virtually all types with an emphasis on property and casualty. In addition, it conducts complementary business services such as risk management, claims management and loss control services in markets around the globe.
Royal & SunAlliance manages 10 dedicated contact centres for all general insurance sales, service and claim requirements, with around 3,000 agents handling approximately 60,000 calls per day from new and existing customers. In a highly competitive industry, Royal & SunAlliance is constantly looking for ways to refine and enhance the customer relationship and this was the rationale behind a change management programme established in 1998. Royal & SunAlliance wanted to expand and enhance their contact centre environments from simply call recording to more of a 'complete customer interaction' process and paperless environment in all aspects of customer's insurance requirements, from inception through to claims. In addition, Royal & SunAlliance wanted access to more detail and expand search capabilities for calls incorporating such items as assigned agent name, customer call type and customer's telephone number.
Although customers were able to receive a quotation over the telephone, completing the transaction required a printed and posted proposal form for customer signature and return, a process that was slow, inefficient and costly. "We needed to restructure our processes to make things easier for customers and staff. Ideally, we wanted to get rid of the proposal form and instead issue policies immediately, with customers being sent statements confirming what had been agreed on the phone," comments Jo Pinhorne, Contact Centre Systems Consultant.
To move from written to online quotations would only be possible if there was an accurate record of all phone calls, referencing all details associated to sales and quotes, and any uncertainty or disputes around claims. Therefore, Royal & SunAlliance began to look for a customer-contact recording solution that would enable staff to efficiently retrieve and listen to recorded calls.
"We wanted a reliable system that would make it easy to locate and replay calls, with an architecture designed to support future enhancements. We chose Witness Systems because it is a forward-looking company, with a good overall solution," adds Mike Bunker, Technology Specialist.
Royal & SunAlliance implemented Witness Systems Advanced Compliance Solution for 100% call recording. This has supported the change management programme and Royal & SunAlliance has enhanced its customer relations and communication with customers, operating a 'paperless' environment where policies are now verified by 'voice signature' rather than written acceptance of quotations.
In addition to 100% call recording, the Witness Systems solution provides call tagging, which allows Royal & SunAlliance to categorise calls for trends and root cause analysis, for example, number of calls and key information obtained during sales calls, as well as specific details in policy claims. Calls are also tagged with individual agent IDs and specific customer/policy IDs, allowing Royal & SunAlliance to easily retrieve calls by agent call type. For Team Leaders, calls can be tagged to identify trends and ideal candidate calls for review within the ongoing quality monitoring and coaching programmes. In the same way, call trends help the Royal & SunAlliance marketing team to manage, target and measure the impact of specific marketing campaigns for new products or policy updates.
Call recording and call tagging are also crucial for Royal & SunAlliance in the area of compliance and dispute handling. In using the Witness Systems solution, Royal & SunAlliance is recording every detail of each customer's conversation, which is beneficial to both agents and, most importantly, the customer. The majority of claims are handled quickly and efficiently, and customers receive entitlements promptly. However, occasionally, disputes can occur over circumstances surrounding a claim, information given and settlement amounts. With all calls recorded an agent can quickly and efficiently confirm exactly the details of the policy, information given and verify the validity of a claim or if the claim is, indeed, fraudulent.
For the various parties involved, Royal & SunAlliance, customers and third parties e.g. the insurance ombudsman, this is highly efficient and cost effective, and, in the long run, helps Royal & SunAlliance keep insurance premiums very competitive for customers.
The Witness Systems solution also provides a browser-based environment, which gives Royal & SunAlliance the added benefit of viewing all information relating to each and every policy. With over 5,000,000 calls per annum, it is critical for the agent to quickly retrieve both visual and recorded information for customers. For example, with a motor insurance application, the solution manages the quotation process and provides a record of all customer information. Like the call recordings, this record is then instantly available to staff at any of the contact centres – an essential feature when the same customer's next call may be routed to a different contact centre. Each motor insurance call is given a special identification number, shared by both the motor insurance application and the Witness Systems solution, allowing calls to be located and viewed quickly.
"Royal & SunAlliance and its customers have welcomed the elimination of the proposal forms and paper-based, direct debit mandates previously required. Furthermore, there is no longer any risk that the process will grind to a halt because customers fail to return signed policy proposal forms," comments Matthew Withers, Contact Centre Systems Analyst.
Royal & SunAlliance continues to benefit from both the solutions and professional services provided by Witness Systems and as Jo Pinhorne concludes, "For our agents, the implementation of the Witness Systems solution has created a very positive environment as they have all the information they need to complete both sales and claim calls, and are assured that they have all the knowledge required for dispute resolution. Ultimately, it is the customer who gains with a very positive customer experience with Royal & Sun Alliance."
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About RSA Group:
RSA, The Security Division of EMC, is a provider of security, risk and compliance management solutions for business acceleration. RSA helps the world's leading organizations succeed by solving their most complex and sensitive security challenges. These challenges include managing organizational risk, safeguarding mobile access and collaboration, proving compliance, and securing virtual and cloud environments.
Published: Wednesday, November 15, 2006
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