Measuring And Improving Customer Delight for Ditto Insurance

Background

Ditto is a health and term insurance advisor that helps users understand their policy, get answers to their burning questions, and buy insurance, all at the same place. You can know more about them here.

Problem Statements

1. How to gather feedback from customers?
2. What metrics to choose?
3. How to work on those metrics to improve CX (Customer Experience)?

Thought Process Behind Possible Solutions

Adherence to Vision
As the major USP of Ditto is “no annoyance”, we should try to keep the feedback process passive.

Subtlety
Placing metrics subtly will help us collect feedback by adhering to the vision of Ditto.

Simplicity
Using metrics that are industry tested yet simple to collect, analyze and act upon might be a safer and more effective approach.

Common Industry Metrics For Measuring Customer Delight

Advanced Net Promoter Score

• NPS can help us measure loyalty as well as delight by asking our users their willingness to recommend Ditto to their friends, family, and co-workers.
• Additionally, Advanced NPS (also called NPS +) can help us understand the reason behind customers’ NPS Score.
• After asking the rating question, we can ask the reason behind the NPS score if the score is 8 or below.
• NPS is more subtle and easy to collect than NPS + but NPS+ is obviously more powerful.
• We can directly ask questions such as:

“Considering your complete experience with our organization, how likely are you to recommend our products and services to your loved ones and colleagues.”

And ask the users to rate the above question on a scale of 1-10, 10 being most likely.

NPS Measurement

Based on the answer, the types of customers are classified as below:

1. Detractors: Customers that rated Ditto between 0-6 fall in this category. They are not loyal and likely to indulge in negative word-of-mouth about Ditto.
2. Promoters: These customers rated you either 9 or 10 and are Ditto’s most loyal. They actively promote Ditto to their friends and family.
3. Passives: Customers that rated you between 7-8 will fall in this category. Passives fall in between the two categories. They will not willingly recommend Ditto to others but will not discourage their loved ones and colleagues.

To calculate NPS, we can use the following formula:

Company NPS = % Of Promoters - % Of Detractors

NPS will fall between -100 to 100 depending on customers’ perception of Ditto and their loyalty towards us.

Customer Satisfaction Score

• Customer Satisfaction (CSAT) Score lets us know if our customers are happy or not.
• It measures satisfaction using a rating scale question. The scale can be 1-3, 1-5, 1-7, or even smileys.
• CSAT surveys conducted at the point of interaction offer quite reliable and accurate data. The answers are genuine and candid, and the response rates are good.

CSAT Score Measurement

To measure a CSAT Score, we need to classify what we consider as a satisfied customer. For example, on a scale of 1 to 5, if we consider those customers who chose 4 (Satisfied) and 5 (Very Satisfied), then our CSAT Score will be:

CSAT Score = (Customers who scored 4 or 5 ÷Total Responses) × 100

With some testing, we can set a benchmark CSAT Score for future references.

Average Hold Time

• As Ditto runs Ditto Hotline where advisors spend up to 30 minutes on a call with a customer, average hold time can be an important metric.
• If the hold time on call is high, the customer is already dissatisfied.

Average Hold Time Measurement

Measuring Average Hold Time is very easy. We just need to calculate the Total Hold Time (Sum of all hold times for all customers) divided by the Total number of customers. This can be calculated company-wide or for each advisor, therefore it can also be used to measure and improve advisor efficiency.

Average Hold Time = Total Hold Time ÷ Total number of customers

Abandonment Rate

• Abandonment rate refers to the percentage of customers who terminated an interaction with our business before the desired action could be completed.
• The abandonment rate determines the effectiveness of a customer’s interactions at various touchpoints.
• For Ditto, the favorable step a customer can take is to buy insurance. However, if they don’t, even after a few touchpoints, we can calculate the abandonment rate.
• We can also use this metric at other stages.

Abandonment Rate Measurement

Abandonment Rate = (Customers who abandoned ÷ Total Customers) × 100

First Contact Resolution Rate

• FCR Rate measures how many customers had their issues resolved within one interaction.
• This is important because customers rate quick resolution of their problems very higher.
• There would be Ditto Customers who get their queries resolved in the first interaction and then there would be customers who will need further assistance.
• Now, this metric might not be a deal breaker as of now but tracking it might make sure that we are being effective from an early stage.

FCR Rate Measurement

FCR Rate = # issues resolved in first contact / # of interactions

Customer Reviews/Ratings

1. Customer Reviews can be both qualitative and quantitative.
2. Even though we can track Social Media platforms, Google My Business, and other aggregator websites, however, it’s always nice to have ratings directly available on the platform.

Special Metrics

Tonality

• This is a qualitative metric but can be converted to a quantitative metric. However, I have thought about this metric as qualitative.
• The basic idea behind this metric is the human voice.
• The human voice can convey a lot of different emotions including if they are confused, satisfied, or unhappy.
• And that is what the advisors have to do at Ditto.
• This is a metric that either advisors or associates auditing the call recordings can deduce.
• This metric might be variable or even a little biased depending on the person deducing it, however, with a little training it can be a metric that can be used to gauge Customer Experience.

Tonality Measurement

1. We can ideate various forms of tonality attributes for before and after calls such as: Confused, Satisfied, Unsatisfied, Clear.
2. After the call, the advisor or associates auditing the call recordings can mark the change in tonality over the call.

Waiting Period

• The truth is that nobody likes to wait. This means that if I have a query or confusion regarding insurance, I would like my problem resolved asap via Ditto.
• However, that is not always possible from a business standpoint.
• Therefore, I thought about this concept called Waiting Period.
• Waiting Period will gauge the average waiting period customers have to wait before their request is answered.
• As a budding business where resources are limited, we need to make sure that waiting periods are at least hitting the benchmark.

Waiting Period Measurement

1. To measure the waiting period, simply measure how much time are we taking to service a client, on average, since the time they booked and the time they received the call over a certain period of time, say 30 days.
2. For example, in the last 30 days, we have got a total of 1000 customers and the total amount of time they have to wait was 48000 hours, then the average waiting period would be 48000/1000 = 48 hours.
3. Running this test for a few months can help us decide on a benchmark waiting period that we can adhere to.

Friends, family, or co-workers (FFC)

• The basic idea behind FFC is to learn if customers have reached out to us because we were recommended by their friends, family, or co-workers.
• This can be a simple yet revolutionary metric that can be captured when the customer fills out the initial form to book a call.
• Generally, businesses ask for the source of customers by giving them multiple options such as various Social Media Platforms.
• However, this might look spammy, and boring, irritate the customer, or confuse them with too many options. In fact, it might give us a lot of variables to work on and too vague ones.

FFC Measurement

1. The customer simply has to answer “Yes” or “No” to a question asked during the booking process.
2. We can calculate FFC by measuring how many customers came to Ditto via someone they know/word of mouth as these are the customers that might stick for a longer time and increase LTV.

Metrics Along User Journey

Metrics Segregation

Using Metrics to Enhance Customer Experience [Solutions]

I am a firm believer in the saying:

“Every metric says something about something.”

Low FFC Percentage

• User Generated Content to build trust
• Referral Programs
• Offer Incentives via strategic partnerships

Unsuitable Tonality

• Revisit advisors’ strategy and retrain advisors, if necessary

Low CSAT Score

• Why – Actively ask customers for feedback
• Where – Measure CSAT across multiple touchpoints
• Improve – Act on complaints and negative reviews

Low NPS, More Detractors

• Switch to a more active NPS+ approach
• Make it easier to promote the products
• Remove NPS Reducing Tasks that are causing hassle

High Hold Time

• Provide advisors with adequate training and conduct call/post-call analysis to bridge loopholes

Low FCRR

• Create a comprehensive list of customer Q&A beforehand
• Automate time-consuming tasks
• Implement Total Contact Ownership i.e. advisors who took the initial call follows the call from start to finish

High Abandonments

• Create a seamless experience from start to end
• Check other metrics for the reason behind the abandonment
• Calculate the abandonment rate for different touchpoints to find the cause and “sweeten the pot”

High Waiting Period

• Go online and invest in an AI chatbot

Low Customer Reviews

• Actively ask customers for feedback
• Improve the product
• Act upon complaints with urgency

Some Intriguing Ideas to Improve CX

• Offer a sense of accomplishment whenever a user completes an Insurance Guide, maybe by granting LinkedIn/Social Media compatible certificates, just like Zerodha does.
• Invest in Sentiment Analysis Tools to learn what customers are really thinking.
• DITTO REQUIRES TRUST. Insurance is an investment (sort of) and people wish to find a trustworthy partner for that. Video Content can help Ditto do that.