Engaging with customers to ensure early resolution in an emotive, health related claims environment

the challenge

During a period of change driven by a new system roll out Bupa International identified an opportunity to improve customer satisfaction scores and differentiate themselves in the marketplace.

The new system allowed increased flexibility around pre-authorising within the claims process however the questioning style the advisors traditionally adopted was interrogative and process driven. It was recognised that this did not lend itself to high quality customer service particularly when the reasons for contact could be stressful, health related issues.

Bupa International saw that Procter’s R³ could be used as a tool to help advisors resolve effectively - regardless of the outcome - and provide them with much more confidence than they had.

the results

• 50% reduction in escalated calls
• 4% increase in overall customer satisfaction
• Increase in advisor confidence

implementation

Evaluation highlighted a requirement to shift the culture of call handling to create a conversational customer approach that would significantly reduce tension, raise trust and resolve the enquiry fully on the customer’s terms.

Internal trainers and team leaders were developed to deliver the training messages to support the R³ - reassure, relate and resolve - model which was then rolled out to the call handling population. Team leaders received additional motivational and coaching development to support their teams in using new techniques in the real world.

differentiator

• Focused scene setter delivered to key stakeholders before training intervention
• Inclusion of real world in classroom training
• Knowledge transfer to internal resource
• Trainers fulfilled real world coach role - to ensure techniques were sustained
• Refresher training 6 months after initial roll out