A top-five health insurer wanted to better understand how their mail-order pharmacy was performing. More specifically, they wanted to know what was causing customer friction so they could take action and drive customer retention.
Authenticx in Action
Authenticx used its Speech Analyticx Engine™ to analyze tens of thousands of customer interactions. From there, the platform created a SmartSample™, which identified a subset of the 1,500 calls that would be most impactful to evaluate for deeper insights. These calls came from four different call center sites and spanned a four-month period to ensure an accurate and statistically significant sample.
Each call in the SmartSample was evaluated for agent quality and customer journey insights.
Authenticx was able to identify leading indicators of customer friction and negative experience.
The results showed that 30% of the mail-order pharmacy’s contact center calls were due to the Eddy Effect.
The Eddy Effect occurs when a customer’s desired or expected experience is disrupted by an obstacle (or Eddy) that causes the customer to feel “stuck” in a problem. (You can learn more about the Eddy Effect here.)
The top four leading indicators of Eddies were:
- Complaints about the medication delivery process
- Customer confusion around IVR & outbound dialer messaging
- Order cancellations
- Customers running out of medication before receiving a refill
Unresolved eddies hurt the bottom line. They waste call center resources and lead to customer attrition, low customer satisfaction, and gaps in treatment.
To that end, Authenticx uncovered $792,000 in wasted monthly spend that could be saved by resolving these newly identified Eddies.
Equipped with these insights, the organization now had the data they needed to strategically tackle the top sources of customer friction, make meaningful improvements to customer retention, and stop unnecessary waste.