Insurer measures customer service for improvement
Insurance company IAG was looking for a way to audit the performance of its
contact centre. This would help it put the right conditions and incentives in
place to improve the performance of staff and to improve the interworking of
business processes involved in the centre.
The reason for going into the cloud for its audit “was quite simply that we
don’t have an in-house tool,” says Bart Taylor, operations manager in the
corporate partners division of IAG.
“I was actually looking for full audit service through Teleconsultants.” As a
preliminary step Taylor looked at SaaS tool Snapshotz, from Auckland firm
Customerservicesaudit. “I thought they might be able to help me with a brief
snapshot before we got into a full audit,” he says.
was developed over five years by New Zealanders, Deepak Selvaratnam, Vernon Lu
and Feng Wu. The Snapshotz process includes consultancy and measuring technology
delivered in a software-as-a-service mode and is based on real-world experience
in customer services across many industries and countries.
It is applied not only in contact centres but in a broad range of
customer-service environments, including face-to-face retail, says Selvaratnam.
Snapshotz uses a checklist of more than 550 variables covering eight main
functional areas. Processes can be hooked together in a workflow scheme and a
cost assigned to each “as you would with a manufacturing process,” says
Selvaratnam. Then efficiency, productivity and cost savings overall can be
By measuring these parameters against industry averages, the tool gives an
organisation a quick focus on the areas where it could obtain the biggest
payback most immediately.
This is assisted by a range of visual charts, quickly appreciable by the manager
of customer services or even the CEO. They include histograms, radar charts
(polygonal plots of several variables with all axes radiating from the centre)
and red-yellow-green indicators of significant and not-so-significant deviances.
“SaaS gives you flexibility,” says Selvaratnam, “you don’t have to worry about
storing your own data and you can access it from anywhere.”
Benchmarking against moving industry averages is easier if all the data is
together. “You could do it with in-house software, but it would be hard to
organise the data in one place.”
Increasingly, all channels of the customer relationship are being brought
together through “unified communications”, he says, so it makes sense to have a
“holistic” view of the data pertaining to all channels.
“I think the snapshot has given me a great idea of where we need to focus on,
like around business process improvement,” says Taylor. “Do we have the right
remuneration policies in place; do we need to think about health and safety?
“There were some key aspects that came out for me and what we’re doing now is
building strategy plans off that to look at what areas we want to attack first.
We’ll make a decision [when we get] into the new financial year, around July —
do we actually want to do a full audit through Teleconsultants? We may just want
to plough ahead with the information we’ve got through Snapshotz.”