Case Studies

Norwich Union

The objective
  • Few markets are as fickle and fiercely competitive as insurance, particularly, when between Norwich Union and their customers lies a plethora of touch points often from many different suppliers offering varying service levels. These were the challenges facing Norwich Union Insurance. In the world of insurance, claims can be complex, lengthy and spread over multiple sites covering different claim covers.
    The customer, be it a landlord, a retail chain, a consumer or a commercial office, sees only Norwich Union as its supplier irrespective of which company came to access, negotiate and repair or replace contents or vehicle damage.
    The challenge was how to improve the level of service offered from many different suppliers so that the customer renewed their policy at the end of its term?

      • The approach
      • Golley Slater Contact Management worked with Adactus Ltd, an IT specialist, to develop a few inspired suggestions.
      • Why not speak to customers directly and use their feedback to build a customer satisfaction index measurement, publish the results to a secure Web site in real time, allow suppliers to access their scores and then incentivise these suppliers based on their customer satisfaction results.
      • A unique indexing tool was built allowing both mathematical satisfactions scores to be calculated and anecdotal feedback to be gathered
      • A dedicated team of telephone marketing agents was carefully selected and trained so that impartial scores and feedback could be gathered. A calm and measured call approach was vital in the highly emotive field
      • The tool incorporated on-line, real-time reporting to enable supplier comparisons and improvements required and achieved
      • An alert system allows the agent to highlight urgent action required and customer praise too

      The result
      • The result was an initiative that is one of the first of its kind in the UK - that is now at the heart of Norwich Union's supplier relationships
      • Over 60,000 claims measured
      • Customer satisfaction index increased by 10%
      • A nationwide supplier excellence programme
      • Suppliers now paid according to their customer satisfaction scores
      • A competitive edge in one of the toughest markets