Client: Liberty Mutual
Success Factors: Service Operations Knowledge Management
Liberty Mutual employs over 50,000 people in more than 900 locations throughout the world. Liberty relies heavily upon a partner-agent model, leveraging an extensive external ecosystem to sell and service a vast product portfolio. Supporting this Agent network, the Service Operations group manages three Global Call Centers totaling over 1600 customer service representatives. The mission of this team is to assist and educate the Agent ecosystem, providing detailed policy information and issue resolution around the clock.
SmarTek21 Delivers 2-Click Content Discovery for Agent-Facing CSRs
40 Percent Improvement in Call Resolution Time Thrills Agent Network; Revised Taxonomy and Search Schema Delivers Uptick in Productivity
SmarTek21 delivered valuable and quantifiable outcomes throughout this critical initiative:
- Simplified information discovery from 13+ down to 2 clicks in most circumstances for Agent-facing CSRs
- 40% reduction overall in call resolution times
- 27% increase in first-call-resolution rates
- Uptick in overall Agent performance and volume
- Increase in Agent satisfaction ratings and improved Agent morale
- Consolidation of disparate legacy platforms into one, significantly reducing operating costs and further maximizing ROI from existing technology investments
- Efficient and collaborative content life-cycle governance, leveraging social features, automated workflow, and versioning to ensure content is current and correct
Through a combination of M&A activity, inflexible legacy processes, and high employee turnover, Liberty Mutual found themselves in a state of information chaos. Legacy documentation and knowledge management repositories had grown beyond their ability to provide adequate information governance for this mission-critical content. Findability was poor, and when information discovered, all too often users struggled with verifying that the piece of information was indeed the correct item and version.
While these issues were prevalent across the organization, the Service Operations group was particularly impacted. As CSRs struggled through multiple content repositories, calls often took an inefficient 13 to 17 clicks to find applicable information – all with the live Agent accompanying the search process on the phone.
A critical factor impacting any potential solution was the absence of a unified information taxonomy across the various knowledge content repositories to establish information provenance. Unclear data sources and versions were the results of several disparate metadata and tagging approaches. The same piece of content was often present in multiple locations with very different tags, and with document version information typically stored in the filename, establishing provenance was never an easy task.
The difficulties faced by the Service team resulted in poor Agent satisfaction ratings, with a correlating decline in Agent volume and performance. Additionally, the issues with information provenance exposed Liberty Mutual to risk from a legal and regulatory perspective, as CSRs occasionally distributed incorrect or outdated information while servicing a request.
SmarTek21 undertook a comprehensive Discovery and Design phase, leveraging our user-first design philosophy to define a holistic taxonomy and information classification strategy, simple and effective user interface. Card sort activities, A-B testing, and rapid prototyping enabled an Agile and engaging process during this phase, bypassing the “analysis paralysis” common when tackling these types of challenges. This extensive user engagement throughout the envisioning process led to streamlined change management and adoption in later stages of the project.
Once Design activities had achieved momentum, the Smartek21 Delivery team jumped into action, coupling cost-effective implementation by our wholly owned offshore engineering centers with high-touch, on-site technical and engagement leadership in a truly unique hybrid delivery model.
The resulting Knowledge Management solution leveraged Liberty Mutual’s existing investment in the Microsoft SharePoint platform, balancing out-of-the-box functionality, 3rd-party components/add-ins, and highly-focused custom development where required to deliver a broad swath of capabilities:
- A consolidated enterprise taxonomy and metadata (tagging) schema
- Highly automated information governance processes
- Numerous content management review & approval workflows
- Clean, simple, and effective User Interface
- A modern, highly faceted search experience
- Social elements supporting the content life-cycle – Reviews, Ratings, and Sharing
- Unified messaging and alerts around critical/trending content updates
ABOUT LIBERTY MUTUAL
Liberty Mutual Insurance helps people preserve and protect what they earn, build, own and treasure. In business since 1912 and headquartered in Boston, MA, today Liberty Mutual is a diversified insurer with operations in 30 countries around the world. The fifth largest auto and home insurer in the United States, Liberty Mutual sells full lines of coverage for automobile, homeowners, valuable possessions, personal liability, and individual life insurance.