Case Study

Breaking down language barriers for a European insurer

A digital language tool transforms customer service

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Who we worked with

A large European insurer with more than three million customers across Denmark, Norway, and Sweden.

What the company needed

An online customer service channel (web, email, and live chat) for customers to notify and manage claims, and self-administer policies. But to meet the company’s goal of centralizing and automating as many processes as possible, this needed to be done in its three languages.

How we helped

We revamped processes, introducing online channels and a language neutrality engine, with an automated glossary and standard scripts, to speed up customer service and reduce the length of the claim cycle.

What the company got

At the front-end, a great customer experience through the digital channel. At the back-end, centralized and automated claims handling and policy administration.

A European insurer had a bold vision to transform customer service with process efficiency at the core. We delivered an online customer service channel that handles three languages, automated customer interactions, and centralized the customer service team.

Challenge

Multiple languages. Confusing processes.

Our client’s customer service team had to administer policies and process claims in three languages. High-cost, non-standard procedures which duplicated work, delayed response times, and complicated customer communications.

Once a claim came in, it had to be translated, categorized, and then assigned to one of more than 14 different departments to process. Slow response times and confused processes meant unhappy customers. Something had to change. To really boost productivity, the insurer needed one customer service team that worked in all three languages.

Solution

One language. One team.Sharper processes

We introduced the insurer to our language neutrality engine, which is powered by Genpact Cora, our AI-based platform. The neutrality engine is a clever piece of translation kit. It builds an automated glossary and standard scripts that reduce response times, plus offers real-time translation. This meant customers in all three countries could use the same online service channels, making it easier and quicker to get in touch. The icing on the cake? They could centralize and automate the vast majority of customer interactions.

Transforming the first notification of loss process was the biggest challenge as it relied on phone calls from customers

Breaking it down

We knew we had to get processes watertight for the technology to deliver its full potential. So we implemented the language neutrality engine in three different layers:

  1. The first layer included glossaries for routine and templatized operations and enabled the centralized team to handle the bulk of customer interactions for policy administration and claims
  2. The second layer introduced the language translation tool
  3. The third layer used smart scoping to identify which processes could use the translation tool and be serviced centrally. We documented workflows and analyzed procedures to determine which ones were language dependent. Then we bought in language experts to interpret the most complex case

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What we had to nail

Transforming the first notification of loss (FNOL) process was the biggest challenge as it relied on phone calls from customers. Communication breakdowns and a longer claims cycle were inevitable. Our granular FNOL process flow delved into the type and variance of information received, structured and non-structured processes, and the level of language dependency at each stage to clearly identify which processes could be automated.

Staff training was essential to make these changes sustainable. We made sure the customer service team became experts in how to use the automated translation tool to interpret insurance-specific expressions in Swedish, Danish, and Norwegian. And how to quickly identify exceptional cases that needed their personal interaction.

Never-ending improvement

Because it’s driven by machine learning, the rules-based translation tool becomes smarter each time it encounters repeated words and phrases. To speed up this process we spent months analyzing transaction data, refining interpretations, and updating the engine so it eventually became self-sustaining. Coupled with our client’s ability to master the technology, this meant even more complex interactions have been centralized and automated.

"Language neutralization has been and still is a very big success for us, but it was very much ‘seeing is believing,’” says the insurer’s sourcing director. “We did not fully grasp the potential up front, but we’re realizing it as we go through the journey. The high proportion of processes that can actually be covered with such simple tools was surprising to us.”

Impact

Language barriers were dismantled. Customers could interact with the insurer more easily using digital channels, and enquiries and claims were dealt with faster. These more efficient processes, and the use of a centralized customer service team, generated large cost savings.

Genpact’s deep understanding of insurance processes combined with how to apply AI effectively meant we could deliver above and beyond what the client hoped to achieve.

Who better to talk about the benefits than the client.

From the start the company had to balance two objectives: improve customer experience and realize efficiency gains from centralizing common processes. “Those were the criteria we used,” he says, “and we’ve seen over the last year and a half that the needle is moving on those criteria all the time. And as our comfort level increases, we’ve seen more and more operations being serviced from an offshore location as language neutralization gradually increases in power.”

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