Scaling for Direct Customer Support
A leading property and casualty insurance provider ranks first among competitors in servicing small commercial and specialty businesses. It boasts a $2-billion global retail portfolio and boasts 35 locations across 14 countries. The key business lines served were General Liability, Management Liability, Excess and Surplus, and Errors and Omissions
The client was among the first to engage potential buyers looking to purchase products and services through direct-to-customer channels rather than through brokers or agents. Their goal was to shift how businesses buy insurance, while establishing the company as a premium brand in the US.
Given that the client had no prior presence in direct channel operations, they required a strategic partner, with policy acquisition expertise and strong capabilities in customer experience transformation, who could set up and scale the right ecosystem equipped with domain-rich resources, streamlines processes, and best-in-class technology solutions.
Digital Transformation for Seamless Customer Interaction
Sutherland designed the comprehensive solution for D2C policy acquisition, encompassing the people, process and technology elements. Sutherland brought in the people expertise with its domain rich licensed agents in all 50 states, and built a human centric design of end to end operational processes from lead generation to policy binding, geared to drive the business growth and customer satisfaction. Sutherland provided digital IP, designed the operation and technology models, and provided the talent to augment the client’s existing landscape and make it ready for direct-to-consumer channel operations.
The solution consisted of three digital augmentation components.
Sutherland solution employed the omnichannel contact center platform, Sutherland Connect, which integrated with client’s telephony to provide a unified platform for servicing and tracking all customer contacts. Real-time integration with the insurer’s back end policy administration and financial systems would ensure seamless transactions for both customer and agents.
In conjunction with Connect, the solution employed a customer relationship management (CRM) solution to provide a complete customer view with future collaboration on developing enhanced digital marketing campaigns.
Sutherland also digitally transformed the policy renewal process with robotic process automation (RPA) to reduce manual data entry and increase process efficiency while eliminating data entry errors. An integrated third-party customer satisfaction survey was also applied to help the client track their brand growth in this new geography.
By combining deep operational experience in policy acquisition with design thinking, the Sutherland team was able to apply a transformative solution comprising an end-to-end suite of digital tools and technologies for lead management, customer interactions, analytics, and conversational AI to accelerate the client’s penetration into the direct-to-customer space.