Ember helps life insurer improve operational analytics and reporting insights
Taxonomy, templates and training bring voice of customer to the fore
Ember’s analysts and customer management consultants are set to embark on two new projects to transform the reporting capability at a leading North American life insurer.
The projects build on a recent six-week managed analytics engagement, focused on improving first contact resolution. The insurer was impressed with the rigour of the analysis Ember delivered and the quality of the actionable insights; it now wants to draw on Ember’s expertise and experience to strengthen its in-house analytics skills and resource.
Designing a new reporting framework
The first of the two new projects is designed to support the insurer’s central reporting team. Ember has been appointed to review the team’s operations end-to-end, with the aim of identifying potential improvements to processes and technology. The company has identified that its existing mix of data sources and reporting tools is a barrier to effective insight; Ember’s consultants will examine the current approach and design a new reporting framework. Allied to this, Ember will make recommendations about data transformation and team structure.
The twelve-week project will strengthen the central reporting team and provide the basis for targeted recruitment plus individual training and development, which Ember can support, as well as a clear business case for any technological change or investment.
Focusing on the voice of the customer
At the same time, Ember’s analytics team will be working with the insurer’s contact centre to improve the effectiveness of its voice of the customer (VoC) analytics. The insurer has previously deployed VoC survey technology, but is well aware that it is not using the solution to its full potential. Ember’s experts will build a new taxonomy, that will result in richer data, and devise a reporting template to help the insurer examine what its customers say, during calls, about different aspects of it’s business.
This approach has the potential to identify training needs in the contact centre, quantify – and address – missed sales opportunities and offer insight into recurring customer issues.
As well as generating detailed insights for the contact centre itself, Ember’s team will work closely with the insurer’s analysts, providing hands-on knowledge transfer about analytical methods and the technology itself. This will be followed by bespoke training on using the reporting tools.
Building analytical skills and capability
Ember’s head of analytics, Lee Mostari, is looking forward to extending his work with the insurer. “Our first project was almost a proof of concept for them; we showed in just six weeks how much information could be gleaned from customer calls. These new projects will provide insight on a range of new issues, as well as equipping our client with the skills to maximise their return on investment from VoC technology, and raise the standard of reporting more broadly.”