Elevating Service in Insurance and Beyond

A premier financial group in Brazil, renowned for its comprehensive offerings in insurance, pensions, healthcare, and investments, embarked on a mission to redefine customer service excellence. As a flagship client of Atento since 2019, the bank has set a benchmark in the financial sector with its Concierge customer service model. This model is designed to provide an exclusive, personalized experience for both individual and corporate clients, featuring a suite of exclusive services and unparalleled support.

Challenges

Setting New Heights for Customer Satisfaction

Despite already operating within the excellence zone, the financial group aimed to elevate its Net Promoter Score (NPS) and overall customer satisfaction to unprecedented levels, targeting a score above 75. Additionally, the group sought to enhance productivity and accelerate problem resolution to deliver unmatched service quality across its diverse sectors.

Challenges

Setting New Heights for Customer Satisfaction

Despite already operating within the excellence zone, the financial group aimed to elevate its Net Promoter Score (NPS) and overall customer satisfaction to unprecedented levels, targeting a score above 75. Additionally, the group sought to enhance productivity and accelerate problem resolution to deliver unmatched service quality across its diverse sectors.

Strategic Solutions

A Comprehensive Approach to Excellence

To achieve these ambitious goals, the financial group, in partnership with Atento, implemented a series of strategic solutions:

  • Revamped Management Model: Adopting continuous improvement methodologies, the focus was sharpened on refining processes and enhancing the customer experience.
  • Customer Journey Mapping: An exhaustive mapping of all customer touchpoints was conducted to gain a deep understanding of the customer journey, enabling optimization of service delivery at every stage.
  • Leadership Training in Empathetic Communication: Comprehensive training programs were rolled out for leadership, emphasizing empathetic communication techniques to build deeper connections with customers.
  • Commitment to Value Generation: The strategy underscored a dedication to serving, satisfying, and delighting customers, making value generation a cornerstone of the customer service ethos.
  • Empathy as a Service Hallmark: A relentless pursuit of empathy was established as a distinguishing feature of the group’s customer service, setting it apart in the financial sector.
  • Strategic Case Routing: Cases requiring specialized attention were strategically routed to back-office knowledge (BKO) for insurance evaluation, ensuring that each case was handled by experts with the requisite domain knowledge.

Strategic Solutions

A Comprehensive Approach to Excellence

To achieve these ambitious goals, the financial group, in partnership with Atento, implemented a series of strategic solutions:

  • Revamped Management Model: Adopting continuous improvement methodologies, the focus was sharpened on refining processes and enhancing the customer experience.
  • Customer Journey Mapping: An exhaustive mapping of all customer touchpoints was conducted to gain a deep understanding of the customer journey, enabling optimization of service delivery at every stage.
  • Leadership Training in Empathetic Communication: Comprehensive training programs were rolled out for leadership, emphasizing empathetic communication techniques to build deeper connections with customers.
  • Commitment to Value Generation: The strategy underscored a dedication to serving, satisfying, and delighting customers, making value generation a cornerstone of the customer service ethos.
  • Empathy as a Service Hallmark: A relentless pursuit of empathy was established as a distinguishing feature of the group’s customer service, setting it apart in the financial sector.
  • Strategic Case Routing: Cases requiring specialized attention were strategically routed to back-office knowledge (BKO) for insurance evaluation, ensuring that each case was handled by experts with the requisite domain knowledge.

Results

Surpassing Excellence in Customer Satisfaction

The strategic initiatives undertaken by the financial group and Atento yielded remarkable results in elevating customer satisfaction and service quality:

  • Significant NPS Improvement: The group’s NPS saw a substantial rise from 66 to 77, not only reaching but surpassing the targeted excellence zone of 75. This improvement underscored the effectiveness of the strategies employed in enhancing customer loyalty and advocacy.
  • Enhanced Productivity and Speed in Problem Resolution: The focus on continuous improvement and empathetic communication significantly boosted productivity and expedited problem resolution, setting a new standard for service quality in Brazil’s financial sector.

Results

Surpassing Excellence in Customer Satisfaction

The strategic initiatives undertaken by the financial group and Atento yielded remarkable results in elevating customer satisfaction and service quality:

  • Significant NPS Improvement: The group’s NPS saw a substantial rise from 66 to 77, not only reaching but surpassing the targeted excellence zone of 75. This improvement underscored the effectiveness of the strategies employed in enhancing customer loyalty and advocacy.
  • Enhanced Productivity and Speed in Problem Resolution: The focus on continuous improvement and empathetic communication significantly boosted productivity and expedited problem resolution, setting a new standard for service quality in Brazil’s financial sector.
Through its partnership with Atento and a strategic focus on empathy, continuous improvement, and customer journey optimization, the financial group successfully redefined customer service excellence. This case study exemplifies how a commitment to understanding and addressing customer needs can propel a company beyond conventional benchmarks of excellence, establishing it as a leader in customer satisfaction within the competitive landscape of the financial industry.

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