The Challenge
Creating an Operating Model That Can Scale Up For Growth
As a leading life insurer, they had a strong Direct-to-Consumer brand presence in the middle market. Their business had seen major growth, meaning they held a Top 5 position in D2C life insurance, and Top 2 in D2C guaranteed life issue product.
But with untapped market potential still to break into, they couldn’t risk stagnating.
The trouble was that accelerated growth, without the operational flexibility to support it, could harm the insurer’s customer experience, sales performance, and overall profitability. Their staffing was already limited geographically, making capitalizing on new markets even more challenging.
They needed a way to accelerate their growth. And to do so with an operating model that could support their move into new terrain and scale up.
The Outcome
A Captive Partner Operating Model to Supercharge Sales Performance
Sutherland’s integrated approach started with a captive partner operating model. Made up of top-notch talent, this pool of licensed agents was experienced in navigating and closing complex sales calls, with an innate understanding of customer needs. They worked exclusively for the insurer to boost sales performance, customer experience, and overall growth. And with the talent pool extending beyond the insurer’s geographical limitations, they gained coverage across time zones to meet the call volume 24/7.
Sutherland Connect, a cloud-based omni-channel telephony platform was implemented to support customer interactions, allowing the insurer to handle a larger volume of calls, email channels, chat and SMS, therefore boosting contact rate.
With Sutherland ezCLM, they could track, manage, and report leads effectively, gaining a complete customer journey view to fuel enhanced digital marketing campaigns. At the same time, Sutherland CX360 helped to improve sales performance by delivering analytics and actionable insights to agents, managers, and business leaders.
Our fully integrated set of solutions enabled this insurer to significantly scale up its operations while improving customer experience and managing leads efficiently. With a bespoke operating model helping them to become more efficient, and an analytics platform to identify even more growth opportunities while optimizing sales performance, ambitious growth targets were achieved.
