The Shorty Awards honor the best of social media and digital. View this season's finalists!
From the 8th Annual Shorty Awards

@AskLiberty from Liberty Mutual Insurance

Entered in Customer Service

About this entry

Liberty Mutual's mission is to empower our customers to live life with less worry. Our Social Care initiative brings this mission to life through personalized and real-time customer service to policyholders and prospective customers. By providing service on Twitter and Facebook we are able provide value to customers on platforms that are seamlessly integrated into their own daily routines. The initiative has transformed customer service within Liberty Mutual propelling us to the forefront of social customer care within our industry.

The objective of Social Care is to offer comprehensive best-in-class customer and claims service in a timely manner. Our reps are fully licensed and adept in various CRM platforms that give us a 360-view into the customer. As customers bring issues with increasing complexity, the program keeps up with the demand through advanced training and response strategy optimization.

Why does this entry deserve to win?

The Social Care team is made up of 17 licensed claims and customer service representatives who provide service on both Twitter and Facebook. Our teams work in tandem in our moderation tool to conduct service recovery and answer customer service inquiries, compliments, and complaints. The program empowers the representatives, who have more traditional phone and email background, to employ their expertise on social media. While developing social media skills and servicing our social users, our reps have taken ownership of process optimization and program improvement. They work in concert with the Community Management team and the Presidential Services Team.

To keep the program evolving to meet growing demand in an ever-changing social landscape, the Community Management marketing team holds regular brainstorming sessions with the reps. These sessions uncover comprehensive solutions to service issues and customer-center process improvements. Due to the sensitivity of the issues, the Social Care reps handle all messages with compassion and a shrewd awareness of the public nature of the interaction.

The CM team works with the Social Care Supervisors to analyze each response for training purposes. Any feedback is given weekly to the Reps through an open discussion. The learnings are then presented to the team for further training. The passion for serving customers and being best-in-class drives the team to keep improving.

Additionally, the positive feedback on the service has given the CM team, the opportunity to launch a "wow" experience program recognizing policyholders. The team responds to words of praise with branded and personalized images and at times thank you gifts to show appreciation. A recent imagery campaign included customized emojis created by the Liberty Mutual internal creative team. The emojis had Statue Liberty crowns with different expressions. The CM team used them to respond to advocates in a branded and engaging way. The plan is to continue to optimize the surprise and delight program.

We are excited to see how Social Care continues to evolve in the coming year as we invest in our insurance experts to provide best-in-class service to our policyholders. We appreciate the consideration.


Customer service highlights:

- cut response time by 49% (Jan 2015 – Jan 2016)

- 71% increase in percent of messages responded to (Jan 2015 – Jan 2016)

- lowest ART: 28 minutes April 2015

Claims service highlights:

- cut response time by 49% (Jan 2015 – Jan 2016)

- 54% increase in percent of messages responded to (Jan 2015 – Jan 2016)

- lowest ART: 30 minutes July 2015

Qualitative feedback:

"@AskLiberty Thank you so much Landon. I've got everything I needed. #greatcustomerservice " (Twitter)

" @AskLiberty Thank You Landon. It's in your box. #awesomeservice." (Twitter)

"Thank you Aaron! It seems as though social media is the only way I get responses." (Twitter)

"You are doing a nice job. Thanks for your attentiveness." (Twitter)

"Hi Rod – Liberty Mutual has been great to us, we love you! We recommend you to everyone we know." (Facebook)


Entrant Company / Organization Name

Liberty Mutual Insurance

Entry Credits