Customer Behavior Intelligence

Scott Witter

Vice President

US Wealth Management Technology

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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……

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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?

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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

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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 servingDid they transfer to an agent?Did they hang up and call back?

- After self servingHow many callers hung up and did not call back?How many callers still needed to speak with an

agent?

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Billing IVR High-Level Overview

Payment Complete What Next

Have Credit Card/Checkbook

Ready

Get Credit Card Expiration Date

Get Phone Number

Get Credit Card Number

Get Payment Amount

Get Routing Number

Get AccountNumber

Get Payment Method

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Opportunities for Continuous Improvement

Authentication

Billing Main Menu

Greeting and Menus

Main EntryHow many people are eligible for self-service?How many ask for self-service functions?

Authentication SuccessHow many people complete identification?

What can be done to improve?

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?

Schedule a payment by credit card or electronic check

Make Payment Payment AddressDate of last payment

Amount Due

Account Status

Billing ID or Policy Number authentication

Date of last paymentAmount Due

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Jan - March 2007

Self-Served Transfers Hang-Ups

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

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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

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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?

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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

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Removal of Phone Number Capture

Before After Impact

Self Serve Rate

68.3% 74.6% 6.3%

Avg. Steps to Complete 15.3 10.6 4.7

Avg. Time to Complete 3:12 2:46 :26

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Repeat Caller Analysis

The following table shows all repeat callers within 3 time periods

These tables show callers who hung up during their first call, and their behavior

when they called back

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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?

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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?

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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

Outbound Call Volume

6,113 3 Hours 6 Hours 12 Hours 1 Day 3 Days 5 Days 10 Days 15 Days 20 Days 25 Days 30 Days

Calls into IVR 354 396 431 452 521 568 641 689 737 1,618 1,618

% Cross Channel Activity 5.79% 6.48% 7.05% 7.39% 8.52% 9.29% 10.49% 11.27% 12.06% 26.47% 26.47%

Self Serve then HangUp 74 90 111 124 155 169 200 217 234 652 65220.90% 22.73% 25.75% 27.43% 29.75% 29.75% 31.20% 31.49% 31.75% 40.30% 40.30%

Self Serve then Transfer 27 28 28 29 33 33 35 37 40 71 717.63% 7.07% 6.50% 6.42% 6.33% 5.81% 5.46% 5.37% 5.43% 4.39% 4.39%

Transfer without Self Serve 197 218 230 235 260 282 311 334 351 819 819

55.65% 55.05% 53.36% 51.99% 49.90% 49.65% 48.52% 48.48% 47.63% 50.62% 50.62%

HangUp without Self Serve 56 60 62 64 73 84 95 101 112 76 76

15.82% 15.15% 14.39% 14.16% 14.01% 14.79% 14.82% 14.66% 15.20% 4.70% 4.70%

Hang Up 130 150 173 188 228 253 295 318 346 728 728

36.72% 37.88% 40.14% 41.59% 43.76% 44.54% 46.02% 46.15% 46.95% 44.99% 44.99%

Transfer 224 246 258 264 293 315 346 371 391 890 890

63.28% 62.12% 59.86% 58.41% 56.24% 55.46% 53.98% 53.85% 53.05% 55.01% 55.01%

Caller Entered IVR within:

Caller Behavior in IVR

Call End for IVR Session Regardless of Self-Serve

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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?

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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

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Quoting Application – Before Tuning

Prior to tuning only 19.2% of callers made it all the way through to a

quote

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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

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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?