Communicating a Customer Contact Strategy
A focus on partnership helps an insurance company align its agents with strategic, customer-centric communication goals.
Background
A Fortune 50 insurance company wanted to increase their customer contact rates. The company learned that while 71% of former customers preferred consistent contact from their insurance agency, 45% never received any contact.* These findings led to the development of a customer contact strategy intended to increase loyalty and retention through ongoing, personalized phone and mail contact.
Problem
The strategy needed to be communicated to 13,000 agencies in 14 regions within a month’s time. However, the company did not have a process to identify which customers to contact, when or how.
Additionally, poor past communication about similar initiatives forced agencies to handle customer inquiries without warning, resulting in many frustrated agents opting out.
Vox Solution
Vox designed a communication plan which focused on creating a true partnership between the company and agencies.
To benefit the company, Vox:
- Identified the appropriate audiences and communication vehicles
- Implemented a branding strategy to ensure the program would resonate with intended audiences
- Wrote all internal communications tools
To benefit agencies, Vox:
- Ensured the strategy complemented existing agency processe
- Developed proactive, ongoing communications messaging and helpful tips
- Surveyed agencies for feedback following customer contact and shared strategy results
Result
Today, a solid internal communication strategy provides the consistent, customer-centric contact customers want and deserve. Since its launch, there has been a 2% incremental lift in retention among contacted customers and the company is pleased with the 85% recall rate by agents (typical recall rate is 30%). Agencies understand and value the benefits of a comprehensive contact strategy, including an average annual agency cost savings of more than $3,000.
* Company's internal research.
Contact Vox to discuss how we can help you create a comprehensive Customer Experience that drives bottom-line results dramatically higher.
