Tangible Results
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Knowledge Management Applied to Customer Relationship Management Kathleen McEndy Senior Vice President, Customer Service CIGNA Group Insurance May 9, 2001
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Knowledge Management Applied to Customer Relationship Management Kathleen McEndy Senior Vice President, Customer Service CIGNA Group Insurance May 9, 2001. Tangible Results. REVENUES - grew by 20% PERSISTENCY- increased by several percent - PowerPoint PPT Presentation
Transcript of Tangible Results
Knowledge Management Applied to Customer Relationship Management
Kathleen McEndySenior Vice President, Customer Service
CIGNA Group Insurance
May 9, 2001
Tangible Results REVENUES - grew by 20%
PERSISTENCY- increased by several percent
CUSTOMER SATISFACTION- outperformed all major competitors in 9 key categories
EMPLOYEE TURNOVER - 20% (half the industry average)
CIGNA
CIGNA Corporation: Leading provider of integrated employee benefits
Revenues of nearly $20 billionCIGNA Group Insurance:Operating division of CIGNAProvides Life, Accident and Disability
insurance to 20,000 employers and 20 million employees
Service
Product
Shift in Customer Focus
Service Product
Shift in Customer Focus
Service
Product
Shift in Customer Focus
Shifts in Expectations
Service as a clear differentiator Adds value Employers less paternalisticEmployees taking controlService drives bottom-line results
Raising the Bar
BUSINESS WEEK
What do Customers Want?ResponsivenessSpeed in answering callsStandardized terminologyQuality responses
American Productivity & Quality Center
• “… QVC named best online general merchandise retailer… poll of 100,000 Internet consumers…”
-Forrester Research
Customer Relationship Management
Understand customer needsPeople, process & technology alignmentBuild tighter bonds with customersDrive bottom-line results
Building a Service Strategy
Determine customer needsBenchmark best-in-classRestructure organizationCreate core competenciesDynamic process
Understanding Customer Needs
Attitudinal SurveysFocus group research
Employer - reduce administrative hasslesEmployee - provide tools to select right coverage
Interviews with CIGNA managers
Benchmarking
Visited “best-in-class” leadersSimilar challenges, same service issuesDeveloped clear set of metrics
Learning Strategy
Accelerated Competency SystemCollaborative effortExcite and engage peopleDrive employee ownership
Core Competencies
CommunicationCustomer First
Seeks feedback Understands customer needs Sense of urgency
Adjust language to fit customer Simplifies complex ideas Gives right info at the right time
Learning Strategy
Action oriented modelContinuous learningDesigned to attract and retain employees
17%
35%
0%
10%
20%
30%
40%
Annual turnover
Group Insurance reps F /T call center agents *
* Range is 30 - 40 % according to LIMRA and Purdue University studies
It costs $75 Billion to replace the 6.5 million employees who leave
Employee Turnover
Develop M
etrics
Tracking Results
Cu
stom
er
Fee
db
ackBuild Strategy
