Unifying and Uniforming VOC Customer Intelligence for a National Insurance Brokerage
Problem
A national insurance brokerage and advisory found its customer intelligence to be fractured across the seven regions it operated. Each region ran Voice of the Customer (VOC) separately, operating on their own schedules while building and distributing their own surveys. Some pushed surveys at the end of transactions, others on a set schedule, others still not at all.
Looking to bring unity and uniformity to their VOC methodology specifically and customer intelligence more broadly, the brokerage brought in Excelerate to pilot a standardized customer intelligence operation across three of its seven regions. This pilot would serve as proof of concept, illustrating that standardized customer intelligence could drive tangible business value.
Approach
Excelerate began by establishing benchmark metrics to measure customer experiences—namely Net Promoter Score (NPS), Overall Satisfaction (OSAT), and Customer Effort Score (CES)—and set about collecting this data across the pilot regions.
Excelerate evaluated these initial scores against industry benchmarks, helping the client determine which areas should be maintained, monitored, and prioritized for improvement. This level of visibility into each piloted region as well as program’s aggregate score validated the pilot program, showing the depth and value of customer intelligence that could emerge from a coordinated and sustained effort.
Finally, Excelerate built a customer strategy playbook that outlined and scheduled VOC surveys for implementation throughout the year. This clearly outlined best practices and kept the client’s disparate regions operating in the same language on a shared schedule, adding depth, quality, and flexibility to their customer intelligence.
Results
The client saw increased visibility and actionability, finding areas for improvement within each region and across the entire pilot program. This enabled them to consider initiatives that would directly improve their metrics, ultimately leading to greater customer acquisition at lower costs, retention, and loyalty as well as opportunities for lower support costs and scalable customer experience.
These results proved the concept. The client has since added additional regions to the pilot and is in the process of hiring a customer intelligence director to oversee these operations. By bringing standardized best practices to the client’s VOC methodology, Excelerate reduced uncertainty, helping the client make informed, customer-centric decisions.