360° Listening to the Voice of the Customer to Optimize the Experience at the Leading Insurance Company
Aseguradora líder en España
We collaborated with one of Spain's leading insurers, providing services in areas such as health, home, and auto insurance. Committed to the continuous improvement of the customer experience, the company sought to optimize its active listening program to gain a comprehensive and actionable view of feedback across all touchpoints. Thanks to this initiative, the insurer is advancing its goal of delivering a more satisfying and connected experience to its customers.
The company faced the challenge of consolidating and optimizing its Voice of the Customer Listening Program. Although feedback was being collected at certain touchpoints, the customer experience was being measured in a fragmented way through different tools and channels, leaving out critical touchpoints such as the mobile app and offline experiences like phone calls and home visits. Additionally, there was the added limitation of not having unified user data across different insurance categories or products. This hindered the company's ability to gain a comprehensive view of the customer experience and to act quickly and effectively based on the feedback received.
Overcoming the challenge of integrating multiple data sources within a renowned company in Spain was a rewarding endeavor. Medallia's integrations with various systems were pivotal in building a comprehensive listening platform. By centralizing thousands of interactions and transforming them into concrete actions, we have revolutionized the way the company engages with its customers. Additionally, the expansion of channels and the customization of data visualization have enabled each user to access the information they truly need, thereby optimizing decision-making processes.
Another challenge of the project was coordinating all the departments involved, which were numerous due to the company’s organizational complexity (ranging from the IT department to the customer area and the various business units).
Thanks to Runroom team's ability to speak both technical and business languages and understand the specific needs of each area, we achieved smooth communication among all the parties involved. This coordination and liaison work enabled a level of understanding that was highly beneficial for the project's success.
From Runroom's Customer Experience team, we designed and implemented a comprehensive program to unify data collection across all touchpoints, creating a 360° view of the customer experience. This solution included:
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Integration of Medallia Across All Touchpoints
The use of Medallia, the customer experience platform, was extended beyond initial digital channels to include the mobile app, website, phone interactions, and offline services. This allowed the insurer to consolidate feedback within a single system, centralizing data and facilitating a comprehensive analysis of the customer experience. -
Coordination and Unification of Customer Data
We tackled a significant technological challenge due to database fragmentation. Customers lacked a unique identifier across various insurance products (e.g., health, home, auto), complicating identification and tracking. In collaboration with the insurer's team, we implemented processes and technical adjustments, achieving a unified customer view across all product lines. -
Change Management and Training
Adopting a unified platform required extensive change management, involving coordination across multiple internal teams and vendors. Runroom provided training and knowledge transfer to empower the insurer’s team to manage the platform independently and maximize the value of the listening program. -
Identification and Prioritization of Improvements
During implementation, we worked closely with the client to identify quick wins and prioritize surveys based on their impact on the customer experience. This enabled early improvements that had a direct effect on customer satisfaction. -
Data Visualization
We implemented a customized reporting structure that tailored information visualization according to each user's role. This ensured that each individual accessed only the data relevant to their position, while executives received special access for agile and accurate decision-making. -
Sampling Strategy
To prevent communication overload for customers, we developed specific integrations to analyze conditions before sending any invitations. These integrations checked various tools to ensure compliance with predefined rules and conditions, guaranteeing that only relevant and timely messages were sent.
The fundamental role of Runroom's technical team, led by Jordi Hernández, deserves special recognition for their coordination among the various teams and profiles involved in the project. Their ability to understand diverse technologies and facilitate communication both between these technologies and among the different teams was crucial in aligning everyone toward a common goal.
The technical challenge of this project was achieving full integration within a leading insurer in Spain, which operates across multiple lines of business and manages numerous data sources without unified data. The Medallia API and integrations with Salesforce and other systems were key to creating a truly comprehensive listening platform. Witnessing how thousands of customer interactions are centralized and transformed into actionable insights is the best reflection of the value this project delivers.
The implementation of the program has delivered significant results:
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Increase in Platform Adoption
Since its launch, the use of Medallia has grown significantly within the insurer, nearing the goal of full adoption by the relevant teams involved. -
Improvement in Customer Satisfaction Indicators
The ability to centralize feedback and take action based on it has led to improvements in key metrics, such as Net Promoter Score (NPS), by identifying and resolving pain points in the customer experience. -
Consolidation of a Customer-Centric Culture
With a centralized tool and a holistic approach, the insurer has strengthened its commitment to the continuous improvement of the customer experience, making feedback a strategic cornerstone of its business. -
Analytics and Value Contribution
The program has provided advanced analytics capabilities, enabling the insurer to uncover actionable insights and drive measurable value by addressing customer needs more effectively and efficiently.
The ability to understand the diverse needs and languages of the different teams involved, coupled with the orchestration role, not only exceeded expectations but was also essential for the project’s success. This ensured effective integration and smooth collaboration among areas with vastly different approaches and requirements.
This has fostered a climate of trust that has allowed the collaboration to extend beyond implementation. Runroom is now the consulting partner responsible for providing support and maintenance services, as well as driving other evolutions, from both a technical and business perspective.
This has been one of the most challenging Medallia implementation projects we have undertaken, due to the high number of integrations and the management of multiple stakeholders within the client company. We started from a context of high uncertainty, but thanks to the perseverance and results-oriented approach of both the Runroom team and the client, we successfully aligned the various teams involved, met the objectives on time, and ensured a high level of quality.
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