Contact Centre Outsourcing > Marketing > Continuous Improvement Case Study

Continuous Improvement Case Study

Our Director of Sales & Partnerships was contracted to determine what was driving calls into the contact centre in order to enact some call deflection strategies and reduce costs for this major insurance provider.

The team ran workshops with stakeholders and the client to get a better understanding of what was driving these calls and how we could improve customer experience and ROI for them via an appropriate low value call deflection strategy .

 

12% – INCREASE IN VALUE VS FAILURE CALLS & REDUCED COST TO SERVE

16% – LOW VALUE CALL VOLUME REDUCTION DUE TO IVR DEFLECTION STRATEGY

Case details

Client name:
Major Australian Health Insurance Provider
Category:
Business Solutions

Program Of Work

Calls were classified by the disposition (or outcome) codes that the consultants enter for each call into Value or Failure. Value calls were things like sales leads, cover enquiries, price enquiries, “I want to know about…” calls; basically calls that were likely to lead to some value for the client.

Failure calls were cancelled policies, downgrade of cover calls, online payment issues, promotional offer issues; these calls were likely to cause a loss to the client (either financial or reputational). Once the results were received, recommendations were made to the client to resolve the issues that were causing the Failure calls.

From a starting point of 50 / 50 between Value and Failure calls, the contracted campaign now has 56% Value and 44% Failure call rates, a 12% increase in value. This means that our client has a reduced cost to manage ‘failure’ and more value presented to the client, leading to increased sales/revenue.

After assisting the client improve some internal processes, it has driven the use of SMS and email to keep their customers better informed. Low value calls are now being deflected from the centre through the use of IVR messaging, with call volumes reduced by 16%

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