VoC /Customer Insight and
Understanding
Driving Value from Customer Verbatims
Jim KatzmanSr. Director, Customer Experience
Asurion
Show & Tell
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• Founded in 1987
• Revenue in excess of $6 Billion US
• 115 million mobile protection subs168 million warranty contracts
• 16,000 employees
• Owned by top private equity and sovereign wealth funds
• End-to-end (white label) solutions
• Experience supporting operator captives
Who is Asurion?
2000 2005 2010 2014
15
50
107120
Mobile Protection Subscriber Growth
Worldwide PresenceQuick Facts
United States• Headquarters• Care Centers• Technology & Logistics
Center
CanadaCare & Logistics Centers
EuropeUK, Germany, France
Korea• Care Center• Logistics Center• Corporate Office
Japan• Care Center• Logistics Center• Corporate Office
Hong Kong• Asurion Asia
Headquarters• Technology and
Logistics
Australia:• New nationwide services
Africa:• Care Centre
China:• Nationwide service Two
operators
Russia• Care Center• Logistics Center• Corporate Office
Silicon ValleySoftware Services Dev Teams
Millions of Mobile Protection
subscribers 15+ Years
8+ Years 14 +Years
20+ Years6+ Years
6+ Years
Year 3
10+ Years
Year 13+ Years
13 Years
2+ YearsYear 3
Launched 3/14Year 1
UK
Example Clients with Exclusive Contracts
Mexico CityAMX launch office
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We leverage our own associates to understand verbatims and drive continuous improvement
• Numbers from surveys just do not tell the whole story
• Most of our best learnings come from unstructured feedback – it personalizes customer interactions
• By digging into detractors, we cannot ignore the issues that get lost in our very high overall NPS scores
Why Study Verbatims?
• Not trying to be controversial, but we have not seen an automated solution that works for our business
• We believe that using our own frontline associates to categorize our verbatims brings a value add to the process
• Also, provides growth opportunities for our employees
Why Not a Software Solution?
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Voice of the Customer is a continual cycle for Asurion
• Survey comments reviewed and categorized daily in our own home grown tool
• Survey comments linked to transactional data
• Reporting trends show opportunities & improvements
• Opportunity areas shared with the call center for coaching and with web teams for continuous improvement
Meeting Cadence – Weekly
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We took a leap and knew we had to get a “win” to garner support for our program
Once we proved out the concept for one line of business, it was easier to get resources to expand
Detractor focus initially
Read countless verbatims to build the categories
Tested in Excel first, then built the tool
Lobbied for a call center resource to code
Got input from multiple stakeholders
Then we started to get early wins
Step 1
Step 2
Step 3
Step 4
Step 5
Step 6
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We continue to learn as we evolve the program
• Web based reporting• Leadership role in standing
meetings where verbatim themes drive the agenda
• Leveraged data in monthly client reviews and weekly operations meetings
Developing the codes to be granular
enough for action was challenging
• No “/” allowed
• One detractor reason per code
Coder role designed as a 3 month rotation to leverage expertise but not burn out the
individual
• Coders do not want to leave
• They like the work and becoming part of our team
Data has to be shared in a
consumable / accessible / visible
format
The real key was to start small and get a win!
Lesson 1 Lesson 2 Lesson 3
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Voice of the Customer in Action
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We began seeing a gradual increase in detractors around communication
Discovery
Resolution
Survey Detractor Comments – Communication Category
In October 2014, detractor verbatims were telling us that some customers did
not receive a status update email from us midway
through the claim
Survey Comment: I was unsure that the claim process was going to be completed. I never received a call or email from anyone letting me know that I needed more information to complete my claim.
Com
mun
icat
ion
Det
ract
ors
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When we “peeled the onion” the issue was not what we originally assumed
Status Emails Not Sent by Associate
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7Associate 1 1 1 0 0 0 1 1Associate 2 8 7 11 17 12 13 9Associate 3 0 1 2 0 0 2 1Associate 4 10 5 10 6 6 7 9Associate 5 0 0 2 1 0 0 0Associate 6 0 0 1 0 0 1 0Associate 7 1 0 0 2 0 0 1Associate 8 0 1 1 1 0 0 0Associate 9 12 8 10 12 9 9 7Associate 10 1 1 0 0 2 0 0
• Initial analysis showed that certain associates were not sending the email• Our team shadowed those associates and discovered they were new hires
who did not have the right system permissions to send the email• We partnered with IT and Call Center Operations to correct the issue in near
real time once we made the discovery
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We saw immediate improvements in the customer experience and in cost savings for claim completion
% of Status Emails Not Sent
The % of emails not being sent trended down almost immediately after the IT
change was put in place
Discovery Resolution
Impact of Customers Who Did Not Receive the Email
• 1.5 days longer to finish a claim
• 15 points lower web NPS
• 6 points lower call center NPS
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What’s Next?
What do Promoters Say About Asurion?
• Started categorizing promoter survey comments this year.
• The goal is to see monthly what customers value most about our product and spread success stories across the company.
• And, we have expanded the program to our other lines of business