Generating richer insights on customer sentiment.

Overview

A large international insurance firm had been conducting a customer survey for years. But because the survey had been designed to elicit responses as unstructured data, our customer had no simple way to analyse it. Instead, the insurer manually reviewed a small number of comments to understand the ‘voice’ of their customers.

In short, the customer derived little or no value from the data and the survey – until we introduced text analytics to the business.

Our Approach

To help our client understand the voice of the customer, we designed a process to manage the data flows from the survey provider through an analytics engine to produce a wealth of reports for the frontline teams. We also classified the responses into more than 80 categories, reflecting different questions the business wanted to answer. The reports we generated gave the insurer a rich understanding of what drove their customer sentiment – as well as a host of product or service-specific insights.

We then worked alongside the client’s training teams to implement a structured coaching programme, providing targeted actions that reflected the insight.

Return on Investment

The content of the unstructured data was classified and understood across 100% of the insurer’s customer feedback, which enabled it to use the data in a range of ways. Marketing and product teams were able to understand which aspects of their products had the greatest impact on customer sentiment, helping them to prioritise improvements.

Together, these actions have resulted in a 10-point improvement in Net Promoter Score (NPS) for the business, based upon agent coaching and process improvements.

For more details of our analytics services or to discuss how we can help you generate richer insight from your customer interactions, contact:

Lee Mostari
Director of Insights & Analytics
lee.mostari@davies-group.com

Michael Anderson
Vice President, US/Canada
michael.anderson@davies-group.com