Industry: Insurance | Services: Automation, Conversational AI, Digital CX, Digital Operations
Client Overview
A leading global provider of supplemental insurance is recognised as one of the most established brands in its sector. The company serves millions of policyholders across multiple markets, offering a wide range of workplace and individual benefits.
With operations spanning several countries and a strong portfolio of products, the insurer has consistently maintained a leadership position in the industry.
The Challenge
Introducing an Automation-Led Digital Operating Model and Improving Speed-to-Market for New Products
This insurance brand had several new offerings – bringing with them the potential to reach untapped consumer markets. But their sales operations were heavily manual, slowing speed-to-market for new products.
Customer experience was being compromised. Customers outside payroll deduction channels were underserved, limiting growth opportunities. Advisory conversations lacked digital support, and underwriting processes needed automation to streamline onboarding. All of which was ultimately risking their overall sales growth.
To sustain leadership and accelerate expansion, the client required a partner experienced in policy acquisition and customer experience transformation, capable of driving digital adoption and efficiency.
Sutherland Solution
Reimagined Direct-to-Customer Sales Journey
- Direct-to-Consumer Operating Model
Sutherland redesigned the direct-to-consumer sales operating model to accelerate speed-to-market. Product launches scaled from three to more than ten supplemental insurance products. The new framework ensured flexibility and rapid deployment. This approach created the foundation for sustained growth in the supplemental insurance segment. - Human-Centric Design
Empathetic conversation scripts were developed using a human-centric design approach. These scripts helped licensed agents and AI platforms provide relevant, meaningful, and personalized customer interactions. The design made conversations more natural and improved customer trust. It ensured that digital adoption did not compromise the human element of sales. - Conversational AI Pre-Qualification
Conversational AI automated lead pre-qualification in under 60 seconds. This freed licensed agents to concentrate on advisory and closing sales. The automation reduced cycle time and eliminated repetitive screening tasks. Customers benefited from faster and smoother entry into the sales process. - Omnichannel Platforms
Platforms including Sutherland Connect®, Conversational.AI, and Sutherland CX360® were deployed to deliver omnichannel engagement, so customers could connect through their preferred channels without losing continuity. Advanced analytics supported more effective engagement and service personalization. The unified ecosystem improved efficiency and experience across digital and voice channels. - Licensed Agent Operations
A robust pool of licensed insurance agents was embedded as part of the solution. The team operated as a captive partner, providing trusted advisory conversations and expert guidance. This ensured compliance and industry knowledge were consistently applied. Human expertise complemented automation to deliver a balanced customer journey.
The Outcome
Revenue Growth Through Faster Sales and Higher Conversions
The transformation delivered a step change in both growth and efficiency.
By reimagining the direct-to-consumer sales journey, the insurer achieved a 30% improvement in close rates. Conversational AI pre-qualified leads in under 60 seconds, allowing licensed agents to focus on advisory sales. Sales cycles accelerated dramatically, with onboarding and decision-making times reduced by 80%. Automation and streamlined processes accelerated onboarding and decision-making, creating smoother journeys.
Faster product launches allowed the insurer to scale its portfolio from 3 to more than 10 supplemental products. This broadened offering not only diversified revenue streams but also gave customers more choice and tailored options.
Personalized engagement and omnichannel support drove more meaningful interactions with customers alongside business performance – with cross-sell improving to an average of 1.6 products per member, enhancing profitability. Licensed agents supported these efforts with trusted advisory guidance. Operational accessibility improved as well. Operations expanded to include weekend and late evening hours, ensuring customers gained more flexibility and access to licensed agents when they needed it.
Future-Ready Capabilities
Behind the scenes, digital tools, automation, and analytics were fully embedded into the operational model, creating a scalable framework where human expertise worked in tandem with technology to sustain outcomes.
With these outcomes, the client secured a scalable foundation for long-term success.
KEY OUTCOMES
Improvement in close rate
Reduction in sales cycle time.
Supplemental insurance products launched, up from 3.
Seconds or less to pre-qualify a lead using Conversational AI.
Products per member achieved through effective cross-sell.
