Credit insurance and debt protection product seller Assurant Solutions ran a classic customer service call center-optimized operational “capabilities-out”, illuminates managerially. But when it analytics-based approaches are explored to rethink worked as the center, a strange thing happened: tripled the success rate for customer interactions. According to Cameron Hurst, Vice President of Targeted Solutions at Assurant, surprised the outcome. “We have learned that the operational efficiency and th … Read More»

Credit insurance and debt protection product seller Assurant Solutions ran a classic customer service call center-optimized operational “capabilities-out”, illuminates managerially. But when it analytics-based approaches are explored to rethink worked as the center, a strange thing happened: tripled the success rate for customer interactions. According to Cameron Hurst, Vice President of Targeted Solutions at Assurant, surprised the outcome. “We have learned that the operational efficiency and the traditional metrics of customer experience as abandonment rate, service levels and average speed to answer are not the things that keep a customer on the books.” They found instead that the technology could assist the company in customer loyalty by using the fact that some customer service staff extremely successful in dealing with certain types of customers. Appropriate in each specific insults customers to a particular customer service rep made a big difference. Science and analytics could not create quite why a particular relationship would probably happen, but they could look at the experiences of the past and predict with much accuracy that a relationship would be likely. In this SMR case study interview Hurst explains how Assurant found solutions, to ask the right questions, use analytics to find out new ways of focus to match customers with repetitions and the best ways to solve the problem of conflicts.

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Michael S. Hopkins
Leslie Brokaw
Source: MIT Sloan Management Review
9 sides.
Release Date: 1 January 2011. Prod #: SMR373-PDF-ENG
Matchmaking With Math: How Analytics Beats Intuition HBR case solution to attract customers

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