360 Listening to the Voice of the Customer to Optimize Experience at the Leading Insurance Company

We worked with one of the leading insurers in Spain, offering services in areas such as health, home, and auto. Committed to the continuous improvement of the customer experience, they sought to optimize their active listening program to obtain a comprehensive and actionable view of feedback across all their touchpoints. Thanks to this initiative, the insurer advances in its goal of offering a more satisfying and connected experience to its customers.

The company faced the need to consolidate and optimize its Voice of the Customer Listening Program. Although feedback was already being collected at certain touchpoints, the customer experience was being measured in a fragmented way through different tools and channels, leaving out critical touchpoints such as the mobile app and offline experiences, like phone calls and home visits, with the added limitation of not having unified the same users associated with different insurance categories or products. This limited their ability to obtain a comprehensive view of the customer experience and to act quickly and effectively based on the feedback received.

Another challenge of the project was the coordination of all the departments involved in the project, which were several due to its organizational complexity (from the IT department, to the customer area, to the different business units of the company).
Thanks to Runroom's team's ability to speak both the technical and business language and to understand the specific needs of each area, we managed to achieve smooth communication among all parties involved in the project. This coordination and liaison work allowed us to reach a very beneficial level of understanding for the success of the project.

From Runroom's Customer Experience team, we designed and implemented a comprehensive program to unify data collection from all touchpoints, in order to create a 360° view of the customer experience. This solution included:

1. Integration of Medallia across all touchpoints
   The use of Medallia, the customer experience platform, was extended beyond the initial digital channels, covering the mobile app, website, phone interactions, and offline services. This allowed the insurer to collect feedback in a single system, centralizing data and facilitating the global analysis of the customer experience.
2. Coordination and unification of customer data
   We faced a significant technological challenge due to the fragmentation of the available database. Customers did not have a unique identifier across different branches or products (such as health, home, car), which made their identification and tracking difficult. In collaboration with the insurer's team, we implemented processes and technical adjustments to solve this problem, achieving a unified view of the customer across all branches.
3. Change management and training
   The adoption of a unified platform required extensive change management, which included coordination among multiple internal teams and providers. Additionally, Runroom provided training and knowledge transfers to the insurer's team, empowering them to manage the platform autonomously and maximize the value of the listening program.
4. Identification and prioritization of improvements
   During the implementation process, we worked together with our client to identify quick wins and prioritize surveys based on their impact on the customer experience. This allowed for early improvements that had a direct effect on customer satisfaction.
5. Data visualization
   We implemented a customized reporting structure that adjusts the visualization of information according to each user's profile. This ensures that each person has access exclusively to the data relevant to their role, with special access for executives, allowing for more agile and precise decision-making.
6. Sampling
   To avoid communication saturation towards customers, we developed specific integrations that allow for a prior analysis before sending any invitation. These integrations consult various tools to evaluate if the sending meets certain rules and conditions, ensuring that only pertinent and timely sendings are made.
   

The implementation of the program has generated significant results:

• Increase in platform adoption: Since its launch, the use of Medallia has grown considerably within the insurer, approaching the goal of total adoption by the relevant teams involved.
• Improvement in customer satisfaction indicators: The ability to centralize feedback and act based on it has contributed to improvements in key metrics, such as NPS, through the identification and correction of friction points in the customer experience.
• Consolidation of a customer-centric culture: With a centralized tool and a holistic approach, the insurer has strengthened its commitment to the continuous improvement of the customer experience, turning feedback into a strategic pillar for its business.

The ability to understand different needs and languages of the various teams involved, and the orchestration role not only exceeded expectations but was also essential for the project's success, achieving effective integration and smooth collaboration between areas with very different approaches and needs.

This has generated a climate of trust that has allowed us to maintain collaboration beyond the implementation, now being the consultancy responsible for their support and maintenance service, as well as other evolutions, both from a technical and business perspective.

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