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Operationalizing the Effortless Experience
Mark PitchfordManaging Director & Chief Customer Advocate
#call2loyaltyEsurance Overview
Esurance launched in 1999 as an on-line auto insurance provider
“Built to Save: Born online, raised by technology, and majors in efficiency”
Acquired by Allstate in 2011, doubled in size since
Esurance today:• Offers auto insurance in 43 States,
plus homeowners, motorcycle, and renters insurance
• Serves ~1 million customers with annual revenues of $1.5B
• Seven Sales & Service call centers, ~1,000 front-line representatives, 30% work-at-home
#call2loyaltyOur NPS data led us to focus on reducing customer effort
• Low Effort work was intriguing and aligned with our overall focus on improving self-service and reducing call handling costs
• NPS survey work, combined with customer attrition analytics, reinforced this focus
#call2loyaltyMattersight: A key partner in the customer service journey
• Began implementing Mattersight speech analytics in 2012• Trained all representatives on personality profiles and how
to modify their communication styles to the customer’s personality• In our service organization, initial focus was on reducing
non-interaction and talk time• Extended focus to First Call Resolution and reduction
in customer distress• Expanded partnership with Mattersight to leverage the speech
analytics and personality profiles into personality-based call routing in early-2014
#call2loyalty
AGENT EMOTIONS OPINIONS REACTIONS THOUGHTS AVERAGEA 222 277 263 231 246
B 352 414 373 378 380
C 334 490 412 432 419
D 291 324 373 376 341
E 425 500 370 500 458
AVERAGE 355 384 387 389 380
ATT Variability by Agent by Caller PersonalityNumber of Seconds
n = 36,000 calls.Source: Esurance; Mattersight analysis.
Personality Mismatch and Performance Variability Have a Significant Impact on Business Outcomes
#call2loyalty
ATT Variability by Personality Pairing Across Agent Performance QuartilesAverage Talk Time (in seconds) for 64 Esurance Service Pilot Participants
n = 36,000 calls.
Personality Mismatch and Performance Variability Have a Significant Impact on Business Outcomes
Agent ATT Performance Quartile
Q1
Q2
Q3
Q4300
400
500
600
272324
371
450
281
346392
480
297
366411
499
313
386431
533
Agent’s Best Personality Pairing
3rd Best2nd Best Worst0
100
200
Source: Esurance; Mattersight analysis.
#call2loyaltyATT Benefit from Routing
ATT Reduction from Routing
n = 510,000 customer calls.
ATT
(S
econ
ds)
400
350
300
250April 2014
May 2014
June 2014
July 2014
August 2014
September 2014
October 2014
November 2014
December 2014
January 2015
February 2015
March 2015
April 2015
May 2015
June 2015
July 2015
August 2015
Routed
Non-Routed
Calls routed based on personality require 13.1% less talk time than non-routed calls at Esurance.
Source: Esurance; Mattersight analysis.
#call2loyaltyImpact on Service ExperienceNon-Interaction Time Transfer Time
RoutedNon-Routed
∆ = (25.1%)
RoutedNon-Routed
∆ = (13.5%)Personality-based routing yields significant reductions in handle time, and thus costs…
…while ensuring that traditional metrics around the quality of the call are maintained.
Transfer Rate Positive Comment Rate
Non-Routed Routed
∆ = (2.8%)
Non-Routed Routed
∆ = 3.2%
n = 510,000 customer calls.Source: Esurance; Mattersight analysis.
#call2loyalty
#call2loyalty
Mark PitchfordManaging Director & Chief Customer Advocate