Client: Tryg, the second-largest general insurer in Scandinavia, with 3,400 employees and 2.8 million customers in Denmark, Norway and Sweden
Business need addressed: Optimized claims and policy administration, reduced costs, and enhanced customer satisfaction through more streamlined communication
Solution: Genpact implemented a language neutrality engine with an automated glossary and standard scripts that reduced response time
Business impact: Language neutralization and real-time language translation enabled Tryg to deliver superior customer service while optimizing process efficiency. Tryg can now service a significant portion of operations more effectively and from a central hub
Tryg, one of the largest general insurance companies in Scandinavia was on a mission to identify opportunities for process harmonization, and enhance customer experience, while dealing with a language barrier that came from servicing countries with different languages.
Given the need to cater to Scandinavian customers, the insurer struggled to optimize customer communication. Tryg’s primary customer support team received customer correspondence in local languages (Norwegian and Danish), which needed to be translated, categorized, and assigned to over 14 different departments within the company. The language barrier presented a huge challenge for the insurer. Key issues included:
- All the operations were infused with local languages, which limited the productivity of operations teams
- Delays in translation and interpretation led to slower response times
- Lack of process clarity, and difficulty communicating with customers, led to inefficiency as well as inconvenienced customers
- Disparate, non-standard procedures lead to a high cost of operations and inefficient non-customercentric processes
- Issues of coordination and varied, non-standard output created unnecessary risks
- Customers could file first notice of loss (FNOL) only through a voice-based customer service channel, which necessitated live interaction and led to communication breakdowns in addition to longer turnaround cycles, lower productivity, and higher claim-processing costs
Genpact implemented a language neutrality engine composed of three different layers.
The first layer included cheatsheets and glossaries for routine and templatized operations, which would cover the bulk of claims and policy administration customer interactions. This glossary is used by Tryg during employee inductions and process training to shorten the learning curve. The second layer included implementing a language translation tool, Systran, for consistent and speedy translation. The third layer used “smart scoping” to identify which processes could leverage the language translation solution and be serviced from any location. During this step, Genpact analyzed processes for language dependency, which provided the foundation of the overall solution. Genpact also implemented a web-based customer service channel to facilitate effective claims routing during the FNOL process.
Each process of the FNOL claims function was documented through a process-flow diagram to reflect the level of language dependency. Processes were evaluated and categorized for input received, structured processes, non-structured processes and variance in input received. This resulted in:
Higher translation accuracy. While in production, the team captured incoming free text slang phrases from end customers, which were not part of the tool database. These were centrally captured by the manager and sent to the client for an exact meaning to catch the essence of the statement. At periodic intervals, these were then uploaded on the tool to continuously improve translation accuracy.
Continuous improvement via machine learning. Genpact’s language neutrality engine functions on two parameters: a rule-based engine and machine learning capabilities. Machine learning enables the tool to become smarter each time it translates repetitive words and phrases. To ensure correct contextualization and expedite this learning, Genpact analyzed transaction data over several months prior to implementation. This data was then compared to the existing database and all additional words/phrases were translated and added to the tool with the help of bilingual experts. Genpact also brought in onsite language experts to support interpretation for complex cases.
Genpact’s language neutrality engine enabled Tryg to address language complexities and improve customer experience. Specifically, Tryg realized substantial cost and process efficiency, as significant operations can now be serviced from one, centralized location. Real-time translation helped this operations center deliver enhanced customer service and technical support while process standardization increased the coverage it could provide to the business as a whole.