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Ivr benchmarking-for-insurance-provider

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  • 1. A leading health insurance provider discovers the competitive advantage of it’s Interactive Voice Response (IVR) system. Technosoft’s 4 stage approach boosts self-service and contained rates. Technosoft Case Study Oct 2012
  • 2. 02 the client Our client is one of the leading health insurance organizations in North America. situation and impact The Interactive Voice Response (IVR) application is central to providing customer service to their members. Members use this IVR application to obtain information without speaking to a customer service representative (CSR) such as claim status, accumulated deductible, order ID cards, directions on how to update records, obtain benefit information and verify eligibility for specific types of benefits along with temporary messages regarding recent changes that may impact a member (ex. Health care reform). These IVR’s were designed around organizations and not individuals and thus provided a sub optimal user experience. Based on feedback from both their members and customer service representatives, it became apparent that the IVR application functionality was being underutilized resulting in a drop in customer satisfaction and a higher percentage of calls being transferred back to call centers. It was decided to work with a partner to analyze and benchmark the member IVR functionality (menu options) and performance (self-service and contained rates) against other healthcare insurers and understand how to make the application more effective and consumer centric. The selected partner would then implement the final agreed upon solution to enhance the current IVR system. proposed solution Our client wanted a partner that could take an objective look at their current application, compare it to other industry players and ultimately improve the process. Technosoft was selected for this project based on our track record in enhancing speech systems by tuning grammar, re-designing user interface (UI) to increase recognition rates along with its expertise in Voice, Speech and Natural language based technologies. The team did a complete analysis of current member IVR functionality and self-service and contained rates, benchmarked these against other health insurers and put forth recommendations to add/enhance functionality and improve self-service and contained performance the technosoft approach Technosoft adopted a 4 stage approach (Phase 1) that spanned data collection & application analysis, benchmarking, presentation of results and implementation of the agreed upon solution. We recognized that the member experience was a function of the IVR flow such as prompts, menus, navigation and functionality. The team gathered data about the application and patterns of use through instrumentation and human experience modeling and involved conducting interviews with customer agents. Data points collected pertained to menu repeats, transfers, confusability and over compliance with best practices. project factfile Phase 1 was 75 days (30 days for data collection, 15 days for analysis and 30 days for benchmarking). Phase 2 implementation was 90 days. Experience manager tool Oct 2012 03www.technosoftcorp.com The data analysis approach included analysis of the user behavior across channels, examination of the statistical relevance of data patterns, sampling of performance capability to eliminate performance overheads, confusability analysis, usability design of the automatic speech recognition application and structure, and Voice UI design change and improvements in the user experience. How did callers navigate through prompts? What were the most common actions? Is the question easily understood? Is the language of the prompt colloquial? The underlying premise was to develop additional functionalities based on call drivers, develop a consumer centric experience that allows the callers rather than our client to drive the navigation and thereby experience, meet the callers’ expectations and intent and provide quick and easy access to what members are calling about. The outcome was to increase the rate of callers that interact with the IVR while addressing how to handle callers that do not interact with the IVR in order to identify their reason for calling and who they are. For instance, efforts were taken to improve the effectiveness of the IVR application by optimizing the menu options based on usage patterns. To do this we determined the most often selected choices, used inquiry-cause data to develop/modify prompts, added additional information when re-prompted, monitored usage patterns after changes and adjusted timeout values. The end result was a reordered menu that in many instances reduced the average call duration by upto 50%. In a similar manner caller satisfaction was enhanced by providing a purpose oriented path to the caller which included narrowing the focus of options as the call progressed, providing a brief explanation of the services the IVR performed and ensuring in the event the call was transferred, it was to the best qualified CSR. Other activities were undertaken like assess the value of implementing natural language, identify IVR performance and success measures (containment, member satisfaction and effectiveness), self service (telephone and web) strategy. Phase 1: Benchmarking Phase 2: Implementation Data Collection Application Analysis Benchmarking Presentation of Results Implementationof recommendationsontheIVRsystem User experience modeling Instrumentation Application usage pattern data Agent interviews Data Points like Menu Repeats Transfers Confusability Correlate human experience model to collected data Form the model with agent feedback & data Analyze application effectiveness of intended functions Analyze variance & model the problem areas for remediation Average %age of IVR calls handled Average time spent in the IVR Functionality provided Usability - Functionality Overall volume of calls Context/ Average wait time Degree of use of best practices Draft report in written form Discussion/ Q&A Feedback incorporated Final report submitted Final presentation of both deliverables
  • 3. 04 Oct 2012 Recommendations made by Technosoft included • Educate CSR and members on what is required to use the IVR and what is available • Add specific functionality • Reordering of menu • Allow for more time to respond to prompts • Further research to be done on reasons for extremely high level of max tries and timeout • Do not transfer callers who do not respond to IVR prompts • Audit requests fulfilled through IVR to ensure they are effective • The ideal organizational structure for self-service (telephone and web) strategy and ongoing development and maintenance • Best practices Impressed with the quality and depth of our analysis and the recommendations proposed, Technosoft was chosen for the second phase implementation of the agreed upon modifications as part of the proposed solution outcomes realized • Increased the rate of callers that interacted with the IVR (through redesign of prompts, menus and functionality) • Higher containment rate • Improved the caller experience by enabling the member to drive the navigation and meet their expectations and intent • Reduced the average call duration (in some instances by up to 50%) we can help If user complaints about your IVR application are all too common, your IVR performance is not competitive (self service and contained rates) and usage rates are falling, then it’s time you analyzed, benchmarked and redesigned your IVR application. We assist clients in enhancing their speech systems by tuning speech grammars, re-designing UI to handle confusable phrases to increase recognition rates, In addition we come equipped with expertise in providing services and solutions in Voice, Speech and Natural language based technologies www.technosoftcorp.com Average Call Takes 28 sec Prompt A Prompt B Prompt C Prompt D Prompt E Average Call Takes 13 sec Prompt C Prompt A Prompt B Prompt E Prompt D 05 A systematic, user centric approach to analysis and design of the IVR functionality was able to increase the rate of callers with higher containment rates whilst reducing the average call duration by upto 50% beyond possible
  • 4. www.technosoftcorp.com About Technosoft Technosoft Corporation is an IT and BPO services provider with headquarters in Southfield, MI, USA and delivery centers in India. We provide information technology, business process outsourcing and consulting services to companies in North America, Australia and New Zealand and Asia-Pacific Regions. As a privately owned company we answer to only two constituencies - our customers and our employees. Our customers rely on us to provide services and solutions that leverage our industryand domain expertisecombined withour technologyprowess, delivery focus and quality. Our collaborative culture and work environment helps attract and retain exceptional talent which is a key ingredient of our sustained growth. To see how Technosoft can go ‘Beyond Possible’ for your organizational needs, email us at wecanhelp@technosoftcorp.com or visit us at www.technosoftcorp.com. Corporate Headquarters 28411 Northwestern Hwy, Suite 640 Southfield, MI 48034 Tel: (248) 603-2600 Fax: (248) 603-2599 © Copyright 2012, Technosoft. All rights reserved. No part of this document may be reproduced, stored in a retrieval system, transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the express written permission from Technosoft. The information contained herein is subject to change without notice. All other trademarks mentioned herein are the property of their respective owners. wecanhelp@technosoftcorp.com

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