Scaling Claim Specialisation With Conversational AI and Amazon Connect

Executive Summary

SBS Insurance Services are renowned for delivering fast, technology-led solutions for customers and clients. With a coherent digital strategy, SBS are particularly focused on streamlining claims processes, improving the customer journey and reducing claim life cycles and costs. Working with AWS Conversational AI & Amazon Connect Delivery Partner Cation Consulting and by continually monitoring and improving claim management processes using Amazon Connect & AWS Conversational AI services, SBS can enhance call quality through AI driven analytics, while providing an intuitive self-service for both policy holder and insurance agency callers, backed by journey and experience metrics for continual and progressive product enhancement.

Take Aways

SBS provide a team of highly trained insurance specialists, who provide a “white gloves” service to their customers, delivering best-in-class class service and a maintained 4.8 Trustpilot rating including a 5* rating of 89%. Scaling agents and maintaining quality, with the ability to adapt to business driving external events (such as surge events including post flood claims) required a solution with the ability to automate, monitor and enhance service operations.

Amazon Connect, with contact lens and Amazon Lex with service backed by AWS Lambda and AWS DynamoDB were deployed to provide a highly customisable solution allowing flexible automation of both Policy Holder and Insurance Company Agent interactions, allowing SBS to elect for a higher degree of self service, while maintaining the level of human interaction quality which sets SBS in front of their competitors. At the same time, the solution, using Amazon Connect Realtime & Historic reporting data, provides SBS's management team with the capability to predict and react to external events, aiding in agent capacity forecasting & growth planning.

As a result, SBS can maintain their strict targets while growing at speed, including:

90% of claims across all commodities settled in 2 touches or less.

90% of lifestyle claims settled within 5 days.

90% of flooring claims settled within 10 days.

95% of jewellery claims settled within 16 days.

Scaling A Specialist Call Centre, Delivery Challenges For Legacy Telco

SBS deliver concierge-based claim handling services, with specialist call handlers taking ownership of a claim throughout the entire claims lifecycle, interacting with both the Policy Holder and Insurance Agent to gather claim details, validate runbook criteria with predefined criteria for each insurance company, fulfilling and facilitating interactions with suppliers, vendors and finance. Ahead of their competition, SBS invest in significant functional and quality training to position and maintain their reputation as a "white gloves" service provider.

SBS had taken the decision to transition from legacy telco with a vision to optimise internal efficiencies and enhance the customer journey. The legacy system had no intelligence, limited reporting functionality and minimal customisation potential, requiring significant management time to monitor and improve performance. Given their ambitious growth strategy, SBS wanted to design a scalable solution that would not only allow them to maximise output whilst limiting additional headcount requirements, but would also provide the dynamism and customisation to best service their complex business demands.

SBS Agents deal with multiple caller personas, requiring different operating procedures for Policy Holders and Insurance Company Agents. Standard call processes, including identity and verification, claims information lookup and communication are timely with multiple systems involved, particularly in scenarios where the caller simply wants to understand the status of their claim.

SBS service all the leading Insurers in the UK, demanding varying KPI and reporting functionality as well as segmentation and manipulation of data that simply was not possible with the legacy system. They envisaged a world in which they could provide their clients with the granular analytics they needed to truly understand their customers.

Intelligent IVR And Modernization With Amazon Connect.

Together with SBS, Amazon Connect Delivery Partner Cation Consulting migrated from legacy telco to Amazon Connect with Contact Lens enabled to record, analyse and report on the quality, context and sentiment of calls. Using Amazon Connect with Contact Lens, SBS's team leaders are able to quickly analyse call interactions, determine quiet times on a call due to agent side tasks and optimise the agents interactions and call flow to deliver a high quality person to person call experience.

Automation of caller interaction, for both Policy Holders and Insurance Agents was released utilising Amazon Lex and Amazon Lambda to deliver a high quality natural language processing (NLP) experience and optimising the callers journey in providing claim status and claim details where call handler interaction was not required. This also allowed for caller interactions out of business hours. Trace metrics were injected into all automated flow paths, to allow SBS to understand the automated journey taken by the customer, where they succeeded or exited call flows, to provide ongoing refinements and testing of journey success.

Where agent interaction is required with the caller, identity and verification (ID&V) was automated through both SMS based One Time Password Challenges and Amazon Lex password and passcode challenges. When a caller either requires or has requested to speak with an agent, a Custom CCP was developed to provide the agent with upfront details of the caller and the claims state, avoiding time consuming ID&V and claims details lookup at the start of an agent to caller conversation.

Future Proofing Innovation

As a technology empowered business, SBS now can accelerate business growth nonlinearly with call center headcount, whilst leveraging automation and the latest AI features to optimise customer experience and maintain uncompromising quality throughout their operation.

For further details, contact us at info@cationeng.com or info@parly.ai