Call Centers and Customer Relationship Management in Insurance Organizations
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Case Details:
Case Code : INS041
Case Length : 03 Pages
Period : 2003
Pub Date : 2003
Teaching Note : Available
Organization : Varied
Industry : Insurance
Countries : India
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Safe Haven Insurance Company set up a call center in 1998 for answering
customer queries. In 1999, the company opened multi-channel contact centers
in the metropolitan cities. These centers had a basic in-house system for
handling mails.
Before starting call centers, Safe Haven advertised its e-mail address and
address of headquarters as a contact point for its customers. But the
company was not able to respond quickly to customer queries. There was a
separate e-mail address for each business function of Safe Haven. The
e-mails were first received by managers or team leaders of each function.
They distributed the e-mails to the staff members.
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Though this system worked reasonably well, many a time, the process for
collecting and distributing e-mails was delayed. This made it difficult
for the company to maintain consistent customer service levels. It
realized the need to improve its in-house e-mail handling methods and
hence set up the multichannel contact center. As the company began to
become more committed to choice, convenience and value, it realized the
need for offering different communication channels to customers. The
company recognized the importance of providing a 'voice call service' to
customers, which was considered more effective than e-mail and other
Internet contacts. Safe Haven set up a 200-seat call center in Mumbai... |
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