5 Essential Ingredients for First Contact Resolution eBook

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How to get it right the first time for your policyholders
In this eBook, Pegasystems’ Eric Deitert explores why first contact resolution (FCR) is so difficult to achieve within the insurance sector. It examines how technology advancements can empower your service organization to dramatically improve FCR rates.
http://www.pega.com/solutions/by-industry/insurance/customer-service

FCR is not about the first contact answer – it’s abut fulfilling the issue to the satisfaction of the customer. Consistently achieving FCR requires the ability to:

- Know your customer. Provide CSRs with immediate understanding of the customer and issue before the call even begins.
- Just do it. Don’t just tell the customer what will happen, empower the CSR to act and fulfill the request at the time of the call.
- Use the right channel. Use the channel that ensures the best outcome on the first contact – and use multiple channels if that is what it takes.
- Fulfill the request and sell more. The best resolution may involve complimentary products or services, so combine service fulfillment with relevant offers.
- Make it a better experience. Learn from past interactions to continuously automate, refine and improve the experience.

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5 Essential Ingredients for First Contact Resolution eBook

  1. 1. ESSENTIALINGREDIENTSFOR FIRST CONTACT RESOLUTION5HOWTOGETITRIGHTTHEFIRSTTIMEFORYOURPOLICYHOLDERS
  2. 2. In this eBook, Pegasystems’ Eric Deitert explores whyfirst contact resolution (FCR) is so difficult to achievewithin the insurance sector. It examines how technologyadvancements can empower your service organizationto dramatically improve FCR rates.Eric J. DeitertDirector, Industry MarketingInsurance Pegasystems
  3. 3. 5 ESSENTIAL INGREDIENTS FOR FIRST CONTACT RESOLUTION WWW.PEGA.COM3 SHARE THIS EBOOK:Contact centers have perfected the art of capturing and tracking customer inquirieswith sophisticated techniques for measuring the performance of customer servicerepresentatives (CSRs) and service centers as a whole. And they have spent a greatdeal of money trying to reduce service time and costs through automation, analyticsand outsourcing.Yet despite these investments, one of the most important measures of a contact center’sproductivity – first contact resolution (FCR) – remains stubbornly difficult to achieve. Theproblem lies in the fact that contact center technology focuses only on giving an answer asfast as possible. But achieving FCR on a consistent basis requires not just an answer – itrequires a resolution that truly solves the customer’s problem.First Contact Resolutionis More than Just an Answer
  4. 4. 5 ESSENTIAL INGREDIENTS FOR FIRST CONTACT RESOLUTION WWW.PEGA.COM4 SHARE THIS EBOOK:FCR is not about the first contact answer – it’s abut fulfilling the issue to the satisfactionof the customer. Consistently achieving FCR requires the ability to:1. Know your customer. Provide CSRs with immediate understanding of the customerand issue before the call even begins.2. Just do it. Don’t just tell the customer what will happen, empower the CSR to actand fulfill the request at the time of the call.3. Use the right channel. Use the channel that ensures the best outcome on the firstcontact – and use multiple channels if that is what it takes.4. Fulfill the request and sell more. The best resolution may involve complimentaryproducts or services, so combine service fulfillment with relevant offers.5. Make it a better experience. Learn from past interactions to continuously automate,refine and improve the experience.Ingredients for FCR5FirstContactResolutionImprove theExperienceKnow YourCustomerJust Do ItFulfill &Sell MoreUse theRightChannel
  5. 5. 5 ESSENTIAL INGREDIENTS FOR FIRST CONTACT RESOLUTION WWW.PEGA.COM5 SHARE THIS EBOOK:Optimizing FCR demands understanding the context of the call so that you cananticipate the customer’s need and react appropriately. This requires:`` Leveraging enterprise data during calls. Back-end data serves as potential context,helping you dynamically identify how you should treat the customer.`` Applying predictive analytics to the customer and the interaction. By analyzing enterprisedata, you can identify patterns about which resolution is most appropriate.`` Using adaptive analytics to refine the treatment. Leveraging data obtained during theinteraction – such as the policyholder’s responses – lets you adapt in real time to moreeffectively resolve the issue.`` Improve subsequent interactions. “Self-learning” analytics capture everything that islearned during an interaction and apply that to the next similar situation to continuallyrefine the experience.Know Your Customer1Real-TimeInputNeed HelpWith ...PurchaseMoreDefect CommitFraudYour customer is going to ...Predictive & AdaptiveAnalyticsYes/NoCustomerDataTransactionDataAccountData3rd PartyData........... Data
  6. 6. 5 ESSENTIAL INGREDIENTS FOR FIRST CONTACT RESOLUTION WWW.PEGA.COM6 SHARE THIS EBOOK:It’s important not only to know what to do, but also to be able to actually complete therequest. This requires dynamic case management that connects all applicable groups andsystems needed to resolve the issue. Dynamic case management that provides real-timeaccess to back-end systems and step-by-step assistance ensures each interaction followsthe most optimal process from initial inquiry to resolution.For example, when a customer applies for a policy on your website, you should be able toguide them through the application process while accessing the appropriate systems, suchas product and underwriting systems, so that you can help the customer select the bestpolicy, determine eligibility, and complete approval in real time, delighting the customer witha single, “one-and-done” interaction.Just Do It withActionable Processes2CUSTOMER Needs helpwith . . .PurchaseMorePrevent aDefectionCommitFraudDYNAMIC CASE MANAGEMENTCustomerDataTransactionDataAccountData3rd PartyDataReal-TimeIntegrationRESEARCHRESPONDRESOLVERECEIVEROUTEREPORT
  7. 7. 5 ESSENTIAL INGREDIENTS FOR FIRST CONTACT RESOLUTION WWW.PEGA.COM7 SHARE THIS EBOOK:When policyholders visit your website, send an email or pick up the phone, they expecttheir issues to be resolved regardless of their chosen communication channel. Thisdemands a “customer engagement hub” that coordinates seamless interactions overand across multiple channels. By managing communications through an intelligent hub,you can provide consistent responses and make sure effective resolutions are used overevery channel.A multi-channel contact hub will also help you understand your actual FCR ratesbecause it makes customer interactions reportable across channels. With a centralprocess, you will know that a policyholder who sent an email two days ago and is nowphoning your contact center is still discussing the same issue, revealing an addressablegap in FCR.Use the Right Channelfor the Right Process3MAILFACEBOOKFORUMSWIKITWITTERCHATEMAILWEB PORTALPHONECOMMONCUSTOMERENGAGEMENTHUB
  8. 8. 5 ESSENTIAL INGREDIENTS FOR FIRST CONTACT RESOLUTION WWW.PEGA.COM8 SHARE THIS EBOOK:Resolving a policyholder’s issue can involve additional products or services. The keyis to recognize situations that are ripe for cross-selling or up-selling and respondappropriately. By making offers at the moment when the individual is most receptive,you can drive revenue from service calls, as well as increase policyholder satisfactionand loyalty.Predictive and adaptive analytics, business rules, real-time decisioning and guidedprocesses shine in this situation. These capabilities can automatically recognize a salesopportunity, align your business objectives with the customer’s intent and guide the CSRthrough the delivery of timely and highly relevant offers. The result is an interaction thatsupports FCR and enables a profitable outcome.Resolve the Issue– And Sell More4
  9. 9. 5 ESSENTIAL INGREDIENTS FOR FIRST CONTACT RESOLUTION WWW.PEGA.COM9 SHARE THIS EBOOK:While FCR demands one-and-done resolution, it does not mean each interaction is anisolated event. The success or failure of an interaction offers insight that can be used to guidesubsequent interactions. You can build on past outcomes in ways that continuously refinethe customer’s experience and help you determine the best action to take the next time apolicyholder contacts you.This requires intelligent tools that enable business users to simulate and test the potentialimpact of customer strategies before putting them into production, combined with theability to monitor performance in real-time. A complimentary technique for continuousimprovement is “design-by-doing” case management which allows manual or automaticad-hoc additions to a case that can be saved as a new case template. The next time a similarscenario occurs, the new template can be applied, ensuring processes always reflects thereality of the work required.Make It a Better Experiencewith Continuous Improvement5
  10. 10. 5 ESSENTIAL INGREDIENTS FOR FIRST CONTACT RESOLUTION WWW.PEGA.COM10 SHARE THIS EBOOK:Pega CRM for Insurance provide a broad and deep set of capabilities that can help youoptimize your service operations. With the ability to apply real-time, adaptive processes,connect your front- and back-office, deliver seamless multi-channel service, automateNext-Best-Actions and enable business-level modeling, monitoring and control, Pega helpsyou empower your CRS, enhancing their proficiency and productivity, increasing customersatisfaction and dramatically improving FCR.The Pega Approach toFirst Contact ResolutionIMPROVED CUSTOMER EXPERIENCE BY 50%WHILE CONSOLIDATING MULTIPLE SYSTEMS DOWN TO 1This life carrier, a Fortune 500 enterprise, is no stranger to change. For over 160 years,their ability to execute on strategic vision has kept them a leader. When it came time torevolutionize their entire customer service backbone, this leading life carrier formulatedthe right vision to surpass its competition.To capitalize on their strategic vision, predicated on customer centricity, this carrierdeveloped a “next generation” Customer Servicing Platform to catapult their growth andleadership into the 21st century.In crafting the solution, the insurer was seeking a customer service platform to enabletheir associates to deliver interactions that delight the customer at a lower unit cost.Utilizing Pega, a holistic view of the customer is provided across all product lines. Aunified business process for inquiry and transaction processing is leveraged by theentire service organization. Furthermore, the system’s rule-driven, customer interactionmanager guides each CSR, assuring the highest quality outcome coupled with an impec-cable customer experience across every interaction channel.Their next generation customer service platform puts the customer at the center of theirbusiness. Today customers can interact with them across a variety of channels and thesystem assures the most appropriate business outcome is achieved to meet and resolvetheir needs quickly.Due to rules driven processing, inquiry cycle times have improved by fifty percent.Customer service inquiries are delivered in a more accurate, timely and secure mannerby employing standardized processes across the business.A single version of truth with intent led processing removes unnecessary guessworkacross customer inquiry lifecycle. In fact, due to work automation rules, employeetraining has been reduced from nine weeks down to two, half-day sessions. Furthermore,by consolidating multiple systems into 1, system maintenance costs have been reducedwhile average handle times have been improved; fostering happier customers. In short,the life carriers innovative vision has revolutionized the customer inquiry process,optimizing how customer service is delivered thereby changing the competitive playingfield in the life market.“One of the key components was to get to a platform where we could develop the types ofproducts that our agents were looking for, and we were able to do that very successfully.”ExecutiveLife Insurance CompanySOLUTION RESULTSLIFE INSURANCECOMPANY
  11. 11. © Copyright 2013 Pegasystems Inc. All rights reserved.All trademarks are the property of their respective owners.SHARE THIS EBOOK:About PegasystemsPegasystems, the leader in business process management andsoftware for customer centricity, helps organizations enhancecustomer loyalty, generate new business, and improve productivity.Our patented Build for Change®technology speeds the delivery ofcritical business solutions by directly capturing business objectivesand eliminating manual programming. Pegasystems enablesclients to quickly adapt to changing business conditions in order tooutperform the competition.For more information, please visit us at www.pega.com/insurance.About the AuthorEric Deitert is Director of Insurance Industry Marketing, atPegasystems Inc. For the greater part of Erics career, he hasworked for prominent software development companies that providetechnology for process improvement. He has held a variety of rolesin which he has been responsible for technology product marketing,product management, and strategic market analysis within theBPM and business rule engine (BRE) sectors. Prior to joiningPegasystems, Eric was a Research Director at Gartner, covering BPMand business rule technology.Contact him at Eric.Deitert@pega.com

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