Delivering the best service to our customers

Our Corporate Responsibility strategy focuses on issues important to all of our stakeholders, including being a responsible business. So while my role at RSA’s head office in London is not directly customer-facing, I see every day how we put our customers at the heart of everything we do.

As a relative newcomer, I wanted to experience our customer support first hand, so I spent a day with Adrian Tye from our Claims Team, visiting customers whose houses had been affected by water damage. Adrian was amazing, really knowledgeable and very sensitive to the upset and inconvenience the damage had caused.

One of the busiest times for our Claims department in the UK was during the flooding in December 2015.  Many of our Loss Adjustors  and Customer Service teams cancelled their Christmas plans to visit impacted customers and handle claims calls.  We also mobilised our Emergency Response Unit, providing hundreds of customers with advice and guidance and providing emergency payments and helping them find temporary accommodation.  

I was pleased to find we use Net Promoter Scores (NPS) instead of sales targets to incentivise our customer contact centres.  NPS is a measure of customer satisfaction based on the balance of those who would definitely recommend RSA versus those who either would not or have a neutral view. We target an NPS of 60+ which would put us in the same bracket as Apple or First Direct and shows good customer service is a priority.

I have also been really pleased to see the efforts we are making to ensure our products and services are as accessible as possible, making use of online technology.

Our Swedish business, Trygg-Hansa, provides a self-service portal that gives our customers access to a personalised library of information such as help guides, question and answer sheets and policy documents. It also lets users manage their policies, update personal information, log a claim and check progress. The portal has delivered impressive results, reducing the number of emails received by Customer Services so they can now give faster responses.

RSA Ireland has also introduced a new website for customers. It is easy to navigate with access to product information, key contacts and claims information. It is also optimised for smartphones as customers are likely to have one to hand when they need us most.

Our Canadian business is investing in tools and digital processes to improve their customer and broker experience and announced in May that it had selected Guidewire ClaimCenter® as its new claims management system. ClaimCenter® will be deployed across all of RSA’s core business lines, meaning our customers and brokers will get a faster, more reliable and more straightforward service.

During 2016, I’m looking forward to learning even more about how we put customers first while working closely with teams across the business to see our support in action.