Major Financial Services Firm Improved Customer Experiences in Call Center — Signature Service

Impact Evaluation

Performance Issue

Wilson Learning worked closely with a major financial services company to understand the unique call center environment. In order to implement a solution, it was necessary to capture the unique language used and discover any issues to create a relevant and useful program. Goals for their call center included:

• Manage and improve the customer experience
• Increase revenue by 30 percent
• Turn dissatisfied callers to comfortable and satisfied customers who will continue to use their services

Performance Solution

The core solution to solve the company’s business issues was Signature Service. This highly interactive program redefines the role of customer service as critical to the business. This course also provides support and tools for maintaining a positive professional attitude despite pressure and stress, and equips participants the ability to convert an irate or insistent customer to a state of satisfaction, without interrupting operations.

Results

A follow-up survey with associates reported positive results - changed behavior, performance, and business results. Some differences the program made were:

• The daily number of customers expressing satisfaction increased by over 5 per associate per day
• Associate levels of professional confidence rose significantly – from Moderate to High, or from High to Extremely High
• Call center associates were able to convert 3.99 more callers per day from irate or insistent to comfortable and willing to express satisfaction. The associates attributed this as a direct result of the Signature Service program, separated from all other factors.

Conclusion

24 associates managing external calls 5 days per week for 48 weeks per year means 22,982 callers converted from irate or insistent to comfortable. This company estimates that 50% of dissatisfied or irate callers are at risk of cancelling policies, so 11,491 callers converted from “at risk” to satisfied. Their average premium value of $1,200 means savings of $13,789,200 per year.

Client Testimonial

"I was able to use the skills I learned from Signature Service to make an insistent caller a comfortable caller. He was demanding that something get done immediately that was impossible to deliver immediately. I was very empathetic, took action, gave the policy holder options to find out what would suit him best, and at the end of the call, I paraphrased the conversation and asked for satisfaction. At the end of the call, he was very satisfied with the outcome, even though it was not going to be done immediately."

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