INSURANCE - Sutherland Global Services

INSURANCE
Integrated BPO for Insurance
A Customer Case Study
Transforming the Direct-to-Consumer Business of the
USA’s #1 Supplemental Insurance Provider
Client Profile
Performance Highlights:
• Created a direct-to consumer
sales channel from the
ground up to generate $10
million in Gross Written
Annual Premium
• Enhanced Customer
experience and sales
conversions by ‘Click-to-Talk’
feature on the Client Portal
that directly connected a
customer to a Sutherland
agent and deployment of
Sutherland’s proprietary
CRM which tracks and
monitors interaction drivers
and histories – Results:
Increased Sales Conversion
by 70 % /Achieved Client
Satisfaction Score of 100%
• Engagement model now
evolved to Outcome-based
Pricing
A $100 billion supplemental insurance company with a field force of over 72,500 agents, this Sutherland
Client is the largest provider of supplemental insurance in the United States, underwriting a wide range
of insurance policies. The insurer is primarily known for its payroll deduction coverage, which pays cash
benefits when a policyholder has a covered accident or illness.
Business Challenge
The Client marketed its products exclusively through independent agents, who in turn sold primarily
through the benefits departments of business organizations. The Client’s marketing campaigns created a
demand from consumers who did not have such supplemental insurance facilities provided through their
employers. These individual leads were not effectively followed-through by the independent agents due
to their relatively low value and as a consequence the conversions were low. This meant the Client not
only lost potential revenue but also created a negative consumer perception.
Client Objectives for Outsourcing
• Maximize direct revenue generation opportunity and sales conversion
• Enhance consumer experience and market perception
Selecting the Right Partner
• Speed of ramp and roll-out since the Client needed to address the direct consumer
market immediately
• Relevant customer acquisition experience with Healthcare related supplemental products
• Managing short-term quarterly volume peaks through rapid capacity ramp up/down
• A road-map to Outcome-based pricing model
The initial contract was based on FTE-pricing with the understanding that outcome-based pricing model
will be reviewed in the future. Due to the success of the program, this model has now been implemented.
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INSURANCE
Business Transformation Services • Knowledge Services • Business Process Outsourcing • Technology Enabled Services
Bulgaria • Canada • Colombia • Egypt • India • Mexico • Philippines • United Arab Emirates • United Kingdom • United States
Configuring the Right Solution
For more Information:
To learn more about
Sutherland Global Services,
please contact us:
Toll-Free:
+1 800-388-4557 x2799
E-mail:
sales@sutherlandglobal.com
Website:
www.sutherlandglobal.com
The process is delivered from the Sutherland Insurance Center of Excellence in Virginia Beach. The
delivery team includes consultants who are licensed in all 50 states. A dedicated team of non-licensed
consultants qualify the inquiry and transfer the call to licensed consultants to complete the transaction.
To shorten the sales process, Sutherland installed “click-to call” on the Client’s website, enabling a
customer to simply click on a link to initiate a call. Sutherland’s proprietary CRM system is deployed for
tracking and reporting call reasons and results.
Results & Benefits Delivered
Sutherland has grown this program and the client’s business significantly over the past two years and
currently generates over $10 million in Gross Annual Written Premium. Sutherland improved the sales
conversion rate by 70%. Along with the increased sales and consistent results, Sutherland greatly
enhanced the overall customer experience, and in 2011, was awarded a 100% CSAT score by the client.
About Sutherland Global Services
Established in 1986, Sutherland Global Services is a global BPO services enterprise providing
integrated Platform-based and Analytics enabled business-cycle support solutions for major Industry
Verticals and global industry leaders. Sutherland collaborates with clients to help them excel in their
industry while maximizing their customers’ lifetime value.
Sutherland is Certified as a Minority Business Enterprise by NMSDC ® .
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© 2012 Sutherland Global Services CS-INSURANCE-052212