Customer Behavior Intelligence

Customer Behavior Intelligence Scott Witter Vice President US Wealth Management Technology

Background • Property & Causality Insurance • Home and Auto • AARP - Largest block of business • Speech is used mainly for Self Service or process efficiencies • Self-Service efficiencies • Billing • Quoting • Screening • Current apps handle 400,000 calls per month • Strong customer satisfaction/utilization • But……

The Questions • What do we know about the caller and how they use our systems? • What are the different caller segments and associated behaviors? • If we know who you are we can treat you differently • Why are they calling and are they getting what they needed? • Anticipating caller needs • What is the quality of the interaction?

The Challenges and Goals • Challenges of Today’s Environment • High Level Reporting – no ability to understand the “why” behind the numbers (Milestones only) • Self Service Rates (Containment %) – Is this the right metric? • Key Objectives/Goals • IVR is the biggest lever to cost savings in 2007 • Biggest Goal: Deflect calls from agents • Understand repeat callers behavior • Understand IVR satisfaction scores • Increase authentication/utilization

Analyzing the Application • Billing Application: • The Hartford’s Billing Application is designed to give callers an opportunity to hear details about their account, get a billing address or make a payment • Key Questions about Performance of the Make Payment section: • How many successfully complete Make Payment? • If they were not successful, where did we lose them? And WHY? • Yes, No, Don’t Know, Help, Operator, etc.. • Where do customers go next? • If they were not successful in self serving • Did they transfer to an agent? • Did they hang up and call back? • After self serving • How many callers hung up and did not call back? • How many callers still needed to speak with an agent?

Billing IVR High-Level Overview Get Payment Amount Get Payment Method Have Credit Card/Checkbook Ready Get Credit Card Number Get Routing Number Get Credit Card Expiration Date Get Account Number Get Phone Number Payment Complete What Next

Opportunities for Continuous Improvement Main Entry How many people are eligible for self-service? How many ask for self-service functions? Billing Main Menu Greeting and Menus Authentication Success How many people complete identification? What can be done to improve? Authentication Billing ID or Policy Number authentication Make Payment Account Status Payment Address Schedule a payment by credit card or electronic check Date of last payment Amount Due Date of last payment Amount Due Task Success How many people succeed with tasks? Is their problem resolved? Do they call back? Do they transfer after task? What else could we offer?

Make Payment Key Metrics • 65.8% callers self-served • Self-serve is defined as making a payment and not transferring to an agent • On average, it took 15 steps and 3 minutes 12 seconds to self-serve • 23.5% callers transferred to an agent • 89.5% of those occurred before a payment was made • 10.7% callers hung-up • These are callers who leave the funnel without transferring or making a payment

Almost 70% of callers are successful in making a payment Most departures from the Make Payment funnel occur at Get Payment Amount and Get Credit Card/Get Routing Number At both of these steps, most of the callers who depart are getting a retry, which indicates an opportunity for speech tuning Another key loss point occurs at the end of the Make Payment flow – Get Phone Number

Opportunity to improve self service rate and customer satisfaction In the last step before a payment is complete, callers are asked for their phone number 5% of callers are lost at this step “Ok, we’re almost finished. In order to submit the payment, I need to collect a phone number where we can reach you if necessary. Please enter or say your phone number.” Is it necessary to collect the Phone Number?

Get Phone Number • Of the 6,185 callers who did not successfully enter their phone number to complete Make Payment: • 54% subsequently hung up (40.5% hungup immediately after a confirmation) • 46% subsequently transferred, many after several attempts to enter their phone number Top 5 paths for callers who departed the Make Payment funnel at Get Phone Number Only 1% (22) of these callers placed a repeat call within 24 Hours

Removal of Phone Number Capture

Repeat Caller Analysis These tables show callers who hung up during their first call, and their behavior when they called back The following table shows all repeat callers within 3 time periods

How ClickFox Helped • How many successfully complete Make Payment? • If they were not successful, where did we lose them? And WHY? • Yes, No, Don’t Know, Help, Operator, etc.. • Where do customers go next • If they were not successful in self serving • Did they transfer to an agent? • Did they hang up and call back? • After self serving • How many callers hung up and did not call back? • How many callers still needed to speak with an agent?

Insight into Outbound Call Campaign • The Problem: • The Hartford makes automated outbound calls to customers who are delinquent in paying their balance. 12 days after the call, The Hartford sends a letter to the customer explaining that their account is past due and will be closed if they do not call to settle their account. • Addressing the Problem: • How can you measure the success of the outbound call and the mailer to settle these accounts? • Key Questions about the Outbound Call Campaign: • How many callers called into the IVR after receiving a phone call about their delinquent account status? • How many callers called into the IVR after receiving the mailer about their delinquent account status? • If they called into the IVR, what did they do? • How did their self-serve success rate compare to other callers?

Outbound Call Analysis After the Outbound call was made, this table shows how many callers called into the IVR and their behavior in the IVR

How ClickFox Helped • How many callers called into the IVR after receiving a phone call about their delinquent account status? • How many callers called into the IVR after receiving the mailer about their delinquent account status? • If they called into the IVR, what did they do? • How did their self-serve success rate compare to other callers?

Insight in to the benefits of Tuning • The Problem: • The Hartford’s SpeechQuote application was not achieving the self-services rates requested by the Business • Addressing the Problem: • How can you enhance the application to achieve the desired results? • Key Questions: • Where are the problems areas in the application? • How can we measure to success of the changes

Quoting Application – Before Tuning Prior to tuning only 19.2% of callers made it all the way through to a quote

Quoting – After Tuning After tuning, 28.0% of callers made it through to a quote. This 9% increase represents a annual savings of $100,000 and helps achieve the desired targets

Strategic Outcomes & Learnings • Creation of a strategic logging methodology • Understand what customer segment has a better chance of success • Understand how customers are TRULY using your system • Design and prioritize optimal beginning-to-end experiences for target segments

Questions?

Customer Behavior Intelligence