Business Insights: How to Save 3,700 Hours of Customer Service Time

One of the world’s longest-standing general insurers, RSA Insurance Group has deployed Aptean Respond to help bolster its handling of inbound complaints. As a business focused on making insurance easy and doing the right thing for customers, RSA selected the case and complaints management solution to support its focus on being one of the best customer service providers in the industry.

Since implementing Aptean Respond, the management function within RSA’s Complaints Team has saved 30 hours per week. Previously, management was forced to spend hours running reports and generating charts. The level of monitoring provided by Aptean Respond’s real time Management Information (MI) has drastically improved reaction times, and due to the in-depth data analysis functionality, continuously helps drive action.

Previously, like many businesses, RSA utilised a range of different systems within its complaint handling process. This meant that users were required to jump between systems to manually log and search for information. Ultimately, it made the customer journey more time-intensive and reduced the quality of the customer experience, risking a decline in satisfaction.

RSA knew it needed to simplify its processes by centralising complaints and eliminating the need for manual data entry across multiple systems. To achieve this, the organisation replaced its CRM system with Microsoft Dynamics, and integrated Aptean Respond for seamless complaints handling and comprehensive case management.

The business case built itself, with a cost/benefit analysis and a time and motion study showing the benefits of integration. The RSA team had no doubts that this solution would save them both hours of work and money, while improving the customer journey. Following the integration of Microsoft Dynamics and Aptean Respond, RSA is set to save 3,700 hours a year in its call centres, benefiting more than 3,000 frontline users across the UK.

Staff have already commented on the increased efficiency from the integration, stating that customers have also noticed an improvement in CX levels. For example, instead of undertaking the task of manual rekeying, frontline users can focus on providing the best customer service by listening carefully to the consumer at the other end of the phone and noting down what is important to them.

“The adaptability of Aptean Respond, supported by Configuration Manager, means RSA can implement control points or alter workflows based purely on feedback,” said Simon Collins, Complaints Systems, MI & Performance Analyst, RSA. “RSA recognises that being reactive to what the customers want and need is the only real way to secure long-term customer loyalty.”

”The greatest benefit of the integration has been the removal of manual processes,” added Justin Hargrave, Complaints Performance Manager. “Aptean Respond has allowed RSA to move away from manual reporting, which took the equivalent of one and a half full-time employees to complete. Now, a largely automated reporting suite, has reduced the hours needed to perform this task by more than a half.”

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