Customer Survey Planning, Strategy, & Implementation · and developing metrics for claims...

Customer Survey Planning, Strategy, & Implementation Wednesday, February 20, 2013, 12:30 p.m.

Brian Crisp Regional Claims Manager Grange Insurance Columbus, Ohio Brian Crisp is the northern Ohio regional claims manager at Grange Mutual Casualty Company, a position he has held for the past 12 of his 21 years with Grange. For the past year, Brian has served as the claims implementation field lead for Grange’s 14 claims offices in nine states. In this role, he has refined the company’s “Voice of the Customer” program, establishing the program’s objectives and developing metrics for claims associates. Brian holds a bachelor’s degree from Baldwin Wallace College and currently resides in Cuyahoga Falls, Ohio. Kevin Horstman Customer Retention Consultant Grange Insurance Columbus, Ohio Kevin Horstman is a customer retention consultant at Grange Insurance, a $1.3 billion insurance carrier writing business in 13 states through a professional group of independent insurance agencies. Grange’s business model focuses on ease of doing business with its 3,500 agencies and 1 million policyholders. Kevin helps Grange provide a customer experience so positive that it drives customer loyalty and creates a referral engine to family and friends. Any positive impact on customer loyalty, and ultimately retention, significantly improves Grange’s profitability and market position over time, so the company has made customer experience an integral part of its corporate EODB strategy. Kevin has an M.B.A. in finance and marketing from the University of Akron. His background includes experience in sales management, operations, customer relationship management applications, and customer experience management.

Session Description: Policyholders are the backbone of the company’s success. How can you determine if your claims department is providing your policyholders the customer service they expect? Join Grange Insurance’s Kevin Horstman, customer retention consultant, and Brian Crisp, claims field implementation lead, to discuss how to initiate customer surveys in your organization, how to utilize this information within your claims department, and what objective planning and implementation can occur as a result of your customer survey results and feedback.

Customer Survey Planning, Strategy, and Implementation Session Outline

Overview Voice of the Customer (VOC) Program

• Surveys • Language • Closed-Loop Process • Starting a VOC Program • VOC and Benchmarking • Grange Scores and Retention • VOC and Business Success • VOC Claims Process

Survey Types Survey Structure Customer Satisfaction Attributes

• Claims Process • Claim Reps

Overall Satisfaction

• Importance • Overall Satisfaction vs. Net Promoter Score • Team Communication • Data Collection • Closed-Loop Follow-Up Process

Performance Evaluation

• Objectives • All Data • 4 Tiers for Objectives • Results • Coaching Behaviors • Behaviors to Results

Questions & Answers

Customer Survey Planning, Strategy, and Implementation

Kevin Horstman | Customer Retention ConsultantBrian Crisp | Northern Ohio Regional Manager

Grange Insurance

Voice of the Customer

◦ Columbus, OH based with 13 state network◦ Insurance provider for Auto, Home, Life,

and Business Insurance Protection◦ Founded in 1935◦ $1.3 Billion Annual Sales &

$2 Billion Assets.◦ Partner with over 3,500

Independent Insurance Agents across 13 States

2013 NAMIC Claims Conference - Crisp & Horstman Page 1 of 14

Grange Insurance Claims Volume


◦130,000 Claims◦Over $600 Million Paid

VOC Program


◦Survey Program for Agents and Policyholders◦Questions Focus on Key Areas◦Understand and Measure◦Opportunity to Follow-Up◦Growth and Retention◦Helped by our Vendor, Satmetrix


VOC Program Surveys


VOC Language



VOC Closed-Loop Process


Starting a VOC Program


◦Cost Effective◦Structure (Surveys, Focus Groups)◦Closed-Loop Process◦Customer Data (Emails, Governance)◦Data Integrity◦Understand Customer Touch-Points


VOC and Benchmarking


Grange Scores and Retention



VOC and Business Success


◦Expense of Acquiring New Customers◦Retention Gained = Huge Impact◦Promoters Promote!◦Success and Failure◦Ability to Follow-Up◦Performance Objectives◦Turning Results into Actions◦Management Perception to Reality

One Last Reason…



VOC Claims Process


◦Survey & File Types◦Customer Satisfaction◦Closed-Loop Process◦Performance Objectives◦Turning results into actions◦VOC & Associate Development

Survey Types


Quick & EasyOpen ended ?s1st & 3rd Parties

Vendor ScriptOpen ended ?s1st Party


Survey Types


Quick & EasyOpen ended ?s1st & 3rd Parties

Vendor ScriptOpen ended ?s1st Party

What types of files do we survey?


Survey Structure

• Attributes: Claims Process• Attributes: Claim Reps• Overall Satisfaction• Recommend/Renew



Claims Process• Ease of Clams Process

• Time to Process Claim

• Explained Process

• Explained Payment

Claim Reps• Courteous/Caring

• Listened/Responsive

• Understanding/Set Expectations

• Communicate According to Needs

Customer Satisfaction: Attributes

Customer Satisfaction: Attributes


Claims Process• Ease of Clams Process

• Time to Process Claim

• Explained Process

• Explained Payment

Claim Reps• Courteous/Caring

• Listened/Responsive

• Understanding/Set Expectations

• Communicate According to Needs

The importance ofQuestion #1: Overall Satisfaction


Claims chose the Overall Satisfaction Scale (0-10)

◦ Easier for associates to understand◦Not many insurance companies to benchmark

against in Claims◦ Transaction survey


Overall Satisfaction vs. Net Promoter Score


Overall Satisfaction: Team Communication

Explain VOC process prior to conduction surveys

Listen to associates

Understand what the numbers mean

Review the importance of customers’ & ‘Closing the Loop’ comments



Customer Satisfaction: Data Collection


Closed-Loop Follow-Up Process

Ownership

Selection Criteria

Listen to Customers

Results to Actions


Phase 1 Share results of your Claims Department Reinforce the value of VOC Make VOC a part of your culture


Performance Evaluation Objectives

Phase 2 Continue to reinforce the value of VOC Introduce objectives to claim reps & management Tie objectives into the lines of business & region

Phase 3 Transition to specific objectives for adjusters


Consider Claims Sectors

• Auto

• Med Pay

• Property

• Non Standard

Claims Position Levels

• Claim Rep

• Supervisor

• Manager

Performance Evaluation: All Data


◦ Claim Process Attributes◦ Claim Rep Attributes◦ Overall Satisfaction◦ Recommend / Renew


Performance Evaluation 4 Tiers for Objectives

Results: Focus on Overall Satisfaction & Claim Rep Attributes

◦ Courteous & Caring◦ Listened & Responsive◦ Understanding & Set Expectations◦ Communicate According to Needs


Coaching Behaviors

Behaviors to Results◦ Share ‘Closing the Loop’ comments & VOC survey

results◦ Identify areas of excellence and improvement


It’s more than just a number.

When coaching

your associates,always focus on behavioral improvements

first.

Success will follow.



Customer Survey Planning, Strategy, & Implementation · and developing metrics for claims...

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