From Low Response Rates to High Program Health: Revamping CX Strategy for an Insurance Company

In today’s competitive landscape, a cohesive XM strategy is crucial to success. Our client, an insurance company, faced low survey invitation volume, difficulty identifying the right customers, and an overall need for a self-service CX program. With expertise in CX services and multi-technology platforms, commonFont was well-positioned to advise the client’s technology platform decision and migrate their program onto Qualtrics. Throughout the process, our team provided consultative support and stakeholder enablement, and developed solutions to improve program health and scalability.

The Challenge

The client aimed to address several issues, including key metrics, audience engagement, and an overall lack of a comprehensive survey strategy. They were working with a CX services and technology provider that wasn’t quite meeting their needs. Leveraging past experience with successful migrations, cF was in an advantageous position to advise the client’s technology platform decision, migrate their program, and provide consultative support in survey strategy and approach. Expertise in utilizing Qualtrics’ advanced capabilities allowed cF to develop solutions to activate a refreshed CX strategy for the client, while equipping them with the tools for a client-led program.

The Approach

commonFont took the lead for the initial migration of the existing programs into Qualtrics, while also investing in strong client enablement. By providing the key client stakeholder with comprehensive knowledge of the program and platform, cF facilitated their primary ownership of configuring and updating new or existing program components.

In addition to their goals supported by a platform migration to Qualtrics, the client had a host of problems with unruly customer data, resulting in very high bounce rates. cF developed and implemented a solution to help temper this issue while also producing more accurate response rate metrics within Salesforce via a customized integration, improving overall program health.

The Results

The client’s programs were both optimized and expanded, while boosting the program’s overall health. commonFont set up the client team’s key stakeholders with extensive knowledge of the program, empowering them via hands-on enablement. Through an XM Directory implementation, the client has unlocked a personalized experience journey, putting the customer first.

Key Program Statistics

  • Decrease in bounce rate from ~25% to ~6%
  • ~11% increase in Contact Center response rate

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