Canada Life Group Insurance reports on customer survey
A survey of the MorganAsh tele-interview service found that 96% of consumers reported the service was satisfactory, good or excellent. 100% reported they thought the interviewers were professional.
In September 2010, Canada Life Group Insurance introduced telephone interviewing for all products with the aim of improving customer service, speeding up the underwriting decision process and reducing non-disclosure.
Since the introduction of the MorganAsh tele-interview service, Canada Life has been polling customers with questionnaires to get their feedback.
The customer questionnaires were issued over a 3-month period, and the response rate at 55% was very high.
76% of consumers reported the service was good or excellent and 96% of consumers reported the service was satisfactory, good or excellent.
On the professionalism of the interviewers there was no negative feedback, scoring 100% to the question ‘were the interviewers professional?’.
A pleasing surprise was that everyone was happy with the length of the interview (100%), with no one giving any negative feedback on this. This is contrary to populist perceptions within the industry where people think consumers do not like in-depth interviewing or long telephone interviews.
The poll showed 84% of interviewees were contacted when expected. When this was examined further, the issues were for people who were travelling or outside the country.
82% reported they were interviewed at the expected time, with 18% being disappointed with this. Investigation of this has led to improvements in the way the appointments are booked in advance, how this is communicated and managed.
“These are terrific results,” reported Ian McMullan, managing director of Canada Life UK, “far better than we ever hoped, and a significant improvement. We believe this can only assist with our retention rate in the long term.”
Andrew Gething, managing director of MorganAsh, commented: “We are delighted with these results. They clearly demonstrate that when done well tele-interviewing is a clear winner, leading to a high standard of customer service. These excellent results clearly differentiate MorganAsh from other tele-interviewing operations which are not of such standard and lead to a poor customer experience and disenfranchised consumers and advisers.”
