Operationalizing the Effortless Experience

Mark PitchfordManaging Director & Chief Customer Advocate

#call2loyaltyEsurance Overview

Esurance launched in 1999 as an on-line auto insurance provider

“Built to Save: Born online, raised by technology, and majors in efficiency”

Acquired by Allstate in 2011, doubled in size since

Esurance today:• Offers auto insurance in 43 States,

plus homeowners, motorcycle, and renters insurance

• Serves ~1 million customers with annual revenues of $1.5B

• Seven Sales & Service call centers, ~1,000 front-line representatives, 30% work-at-home

#call2loyaltyOur NPS data led us to focus on reducing customer effort

• Low Effort work was intriguing and aligned with our overall focus on improving self-service and reducing call handling costs

• NPS survey work, combined with customer attrition analytics, reinforced this focus

#call2loyaltyMattersight: A key partner in the customer service journey

• Began implementing Mattersight speech analytics in 2012• Trained all representatives on personality profiles and how

to modify their communication styles to the customer’s personality• In our service organization, initial focus was on reducing

non-interaction and talk time• Extended focus to First Call Resolution and reduction

in customer distress• Expanded partnership with Mattersight to leverage the speech

analytics and personality profiles into personality-based call routing in early-2014

#call2loyalty

AGENT EMOTIONS OPINIONS REACTIONS THOUGHTS AVERAGEA 222 277 263 231 246

B 352 414 373 378 380

C 334 490 412 432 419

D 291 324 373 376 341

E 425 500 370 500 458

AVERAGE 355 384 387 389 380

ATT Variability by Agent by Caller PersonalityNumber of Seconds

n = 36,000 calls.Source: Esurance; Mattersight analysis.

Personality Mismatch and Performance Variability Have a Significant Impact on Business Outcomes

#call2loyalty

ATT Variability by Personality Pairing Across Agent Performance QuartilesAverage Talk Time (in seconds) for 64 Esurance Service Pilot Participants

n = 36,000 calls.

Personality Mismatch and Performance Variability Have a Significant Impact on Business Outcomes

Agent ATT Performance Quartile

Q1

Q2

Q3

Q4300

400

500

600

272324

371

450

281

346392

480

297

366411

499

313

386431

533

Agent’s Best Personality Pairing

3rd Best2nd Best Worst0

100

200

Source: Esurance; Mattersight analysis.

#call2loyaltyATT Benefit from Routing

ATT Reduction from Routing

n = 510,000 customer calls.

ATT

(S

econ

ds)

400

350

300

250April 2014

May 2014

June 2014

July 2014

August 2014

September 2014

October 2014

November 2014

December 2014

January 2015

February 2015

March 2015

April 2015

May 2015

June 2015

July 2015

August 2015

Routed

Non-Routed

Calls routed based on personality require 13.1% less talk time than non-routed calls at Esurance.

Source: Esurance; Mattersight analysis.

#call2loyaltyImpact on Service ExperienceNon-Interaction Time Transfer Time

RoutedNon-Routed

∆ = (25.1%)

RoutedNon-Routed

∆ = (13.5%)Personality-based routing yields significant reductions in handle time, and thus costs…

…while ensuring that traditional metrics around the quality of the call are maintained.

Transfer Rate Positive Comment Rate

Non-Routed Routed

∆ = (2.8%)

Non-Routed Routed

∆ = 3.2%

n = 510,000 customer calls.Source: Esurance; Mattersight analysis.

#call2loyalty

#call2loyalty

Mark PitchfordManaging Director & Chief Customer Advocate