Industry: Insurance


Our client was experiencing an increasing number of service calls from customers who had questions, complaints, or expressed confusion about processes and information provided to them in the initial sales call for their new insurance policies.  Most commonly, they complained they never received copies of their policies in the mail, and were confused how and when they would be billed. Customer service representatves were left with service solutions that were costly, like resending duplicate policies out to the customer, in an effort to reduce dissatisfaction.

Goal: Identify root causes of customer questions and complaints in the customer experience from their first contact with the company in sales through the time they receive their policy in the mail (sales to fulfillment.)


Channels conducted a thorough review of all marketing communications from sales through fulfillment to trace gaps and inconsistencies in what the customer was told to expect around pricing, benefit reviews, policy delivery and billing.  The communications review included direct mail pieces, emails, sales scripts, and welcome kits.  In addition, Channels launched a “Secret Shopper” program amongst employees and Channels team members to track all touchpoints of the customer experience and to identify common disruptions in the fulfillment and billing processes.  Channels created criteria for the company to incorporate in each communication to ensure that the customer had the tools and information they needed to be set up for success, and we revised several key communications to address the gaps and inconsistencies that existed within the customer experience.


Channels recommendations from the communications impacted over 80 pieces of existing commnunications, which were subsequently revised.  Additionally, the Secret Shopper program findings lead to four large scale process improvements which decreased inbound service calls and significantly scaled back the need for policy reprints.