A large international insurance firm had been conducting a customer feedback survey for years. But because the survey had been designed to elicit responses as unstructured data, the insurer had no simple way to analyse it, apart from manually reviewing a sample of comments. In short, the survey was of almost no business value.

While our client knew what was going on in its stores, it had very little insight into its contact centre. It wasn’t able to predict volumes or customer behaviour and couldn’t quantify reasons for calls. That, in turn, meant that it had no knowledge on which base efforts to improve the customer experience. We created a range of reports that deliver actionable insights.

When you have a wealth of customer interaction data at your fingertips, it pays to use it. The marketing department at a leading retailer agreed – but historically, that data had only been analysed and used for staff coaching.

With a team of more than 550 customer service advisors, Vitality manages over one million calls every year. Many of these are highly sensitive, focused on health and life cover and claims – and with a reputation for award–winning customer service to protect, it’s essential that Vitality’s advisors handle these calls correctly.