the client

Italian Insurance Company operating in the market of telephone and online insurance.

the need

To develop a survey system for Brand and Customer Experience by the current and potential market to support the management to pinpoint opportunities for enhancing the expertise gained against each activity of the client’s value chain. To keep track of the prospect market evolution in order to identify its experience, attitudes and possible resistances. To monitor the call-centre activities.

details

Development of a survey model for Brand and Customer Experience by the current and potential market to support an Insurance Company to pinpoint opportunities for enhancing the expertise gained against each activity of the client’s value chain.

We built up a flexible and dynamic analysis system of the Brand and Customer Experience which updates automatically on the basis of the market evolution and consisting of different integrated methodologies depending on the market target to investigate.

During the start-up phase, we worked with the management with a view to mapping the touch-points in the client-company relationship.

The customer satisfaction indicators are monitored yearly among current and lapsed clients. Moreover, to probe prospect habits and resistances, the brand equity and the brand communication are monitored every four months.
At the same time we developed a six-monthly monitoring system of the insurance call centre performance with the aid of the “Mystery Call”  tool.