See how our operation in Chile is using WhatsApp to connect with customers
At Liberty Chile the shift to a mobile mindset is happening. The operation implemented a new communication channel with customers via WhatsApp, an instant message platform, so that our customers are able to ask for information regarding the progress of their Auto claim process.
This work started with building a customer journey map with brokers, in which it was diagnosed that the claim process was one of the main troubles for them. At the same time, one of Liberty Chile's broker partner, Santander, started rating insurance companies and showing their evaluations to customers, raising the need to improve customer service with their clients. Luckily, the second place of an internal innovation challenge submitted a solution that aimed in solving this particular problem as well. Then, all the pieces of the puzzle came together.
Mathias Persico, leader of Innovation and Antonella Ortiz, submanager of Contact Center, Operations and Processes, began working on this project with their teams. They took into consideration that younger customers preferred to use chat tools instead of engaging in a call, so they analyzed different online communication channels to see which was the best option.
And it turned out that the solution that could bring accessibility, information and interaction, all at the same time, to chilean clients would be WhatsApp, the most commonly used chat platform in the country. "We could have followed the status quo and created an expensive app to try to talk to our customers, but we made a decision that was right for our business by talking to our brokers and seeing what was best for us," says Mathias.
The pilot, which is still taking place, responds to about 350 claims a month, and helped reducing drastically the number of calls made to the contact center. Now, there's greater proximity to the customers, a differentiated customer experience and, as they see a positive change in the service, relationship with brokers has also improved. As a result, customer NPS at Santander broker went from -50 to +26 percent, while communication satisfaction reached 7, in a scale from 1 to 10.
"We're still studying mobile possibilities and strategies, but we are just getting started," adds Mathias. "What we see is that the new generations prefer are following sharing economy ideas, and one of them is making choices based on what other people are saying. That is why we can't be only reactive and slow. We have to make a change."
BY THE WAY...
Liberty China also appealed to the mobile trend. Back in 2012, there had been a large number of cases of people driving their cars into floods during bad weather conditions, damaging their engines. And in a country with 688 million people connected to the internet, what better strategy to try to change the scenario? Sending preventive messages to customers, via SMS.
The content of the messages were and still are straight to the point:weather forecast, safe driving tips and Liberty China's service phone number. Over 95% of SMS messages are read within 3 minutes of being received - there's no junk mail filtering and they're not getting lost in an email inbox.
Five years later, the number of cases received after implementing the project reduced significantly. Since 2014, the frequencies have been lower than 0,05%.
[This text was published at the company's global newsletter, translated in 11 different languages worldwide]