The inside sales team for a large healthcare insurer was looking to close more deals over the phone and needed insights to help. Rather than spending their time selling, the team was constantly fielding inbound customer complaints. This was putting a strain on sales resources and impacting the team’s performance.
In order to resolve the problem, they needed a deeper understanding of why customers were calling in the first place.
Authenticx in Action
Leveraging quantitative and qualitative insights from Authenticx, the insurance provider uncovered a common theme among customer complaints – the website. And more specifically, the online purchase experience.
Authenticx revealed that the majority of calls were coming from customers who had tried to make a purchase online and were unsuccessful. This amounted to 40% of inbound customer calls that were preventable if marketing invested resources in updating and improving the website’s user experience.
With the problem identified and quantified, their marketing team was able to leverage Authenticx insights to update the website based on specific feedback from real customers.
Within two months of uncovering and correcting the issue, the organization saw:
- An 80% reduction in website complaint calls from customers
- A 20% increase in their online purchase conversion rate
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