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Leading U.S. Insurance Company

Business Department: Marketing, Operations
Industry: Insurance
Service Offering: Customer Communication Services

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A leading U.S. insurance company serves millions of customers nationwide. But the company faced a challenge common in the industry: policy cancellations that hurt the bottom line and the brand. Initial research showed that the customer billing statements were a key factor in a large number of defections. But internal initiatives to tackle this multi-million dollar problem proved unsuccessful in making a significant, measurable impact.

The Challenge
The insurance company's main challenges included the need to:
  • eliminate customer dissatisfaction and confusion with the billing statements ― including not knowing what to pay or when, how premiums were calculated, or who to contact with problems and questions
  • design documents to build loyalty and facilitate cross-selling
  • improve related documents like policy declarations and customer ID cards.
The Solution
To meet the insurance company's challenges, Xerox brought in Communication Engineering experts to:
  • conduct a Knowledge Exchange Workshop (KEW) to review all documents used to communicate with customers and identify those that will generate the most important business benefits with new document design
  • gather detailed information on every aspect of these documents from client organisations and insights from the Voice of the Customer
  • apply the knowledge gained to implement more than 80 ways to improve billing statements, policy declarations and ID cards
  • develop, test and refine document design to implement improvements and achieve company goals.
The Results
The Xerox solution produced the following benefits for the insurance company:
  • re-engineered documents that were confirmed as superior to the originals by nearly 100,000 policyholders
  • increased ease of doing business with the company
  • improved documents to deliver a much better customer experience than competitive documents, as independent research verified.