Liberty Mutual's Social Care program delivers quick and quality customer service through personalized and real-time interactions on social. Insurance is not typically top of mind for consumers. However, when insurance becomes necessary it is usually a highly emotional time in their lives. Liberty Mutual's mission to help customers live life with less worry is embodied in our Social Care program. By offering service on Twitter and Facebook we provide value to customers on platforms that are seamlessly integrated into their daily routines. The initiative has transformed customer service within Liberty Mutual propelling us to the forefront of social customer care within our industry.
Our goal is to provide a remarkable customer experience by displaying deep empathy across all channels. Our Social Care team recognizes the importance of being aware and understanding of what our customers are thinking and feeling. A claims experience can be a stressful and uncertain time. Our representatives have developed skills to deliver empathy in concise, written words on social to ease the worries of our customers during every interaction.
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 and sensitivity, the program keeps up with the demand through advanced training and response strategy optimization.
The Social Care program's foundational strategy is to provide quick and quality customer service and claims support. Consumer expectations for speed and the level of service they receive across channels, including social media, continues to grow. In addition, consumer behaviour shows social media is becoming a preferred channel for receiving support. It is our task to develop and attract top talent, utilize best in class tools, and continuously innovate in order to meet these demands and support our overall strategy.
The team is made up of six Customer Service representatives and two members of the Presidential Service team, Liberty's highest level of customer service. They use our moderation tool to respond to inquiries and comments on Twitter and Facebook. The representatives, who have traditional phone and email background, are empowered to employ their expertise on social media. Since 2014, our volume on social has increased by 35%. Even with the volume increase, our team has continued to improve by optimizing the program and our processes.
Our representatives are available to customers on social media every day. We understand the value of providing service to customers on the channel of their choice and at their convenience. Our Social Care program offers help to customers from 8AM to 10PM EST Monday through Friday, 9AM to 8PM on Saturday, and 11AM to 5 PM on Sunday.
To evolve in an ever-changing landscape, the Community Management and Customer Insights team holds weekly brainstorming sessions with the Social Care team. Feedback is given weekly through open discussion, trainings, and best practice sharing. These sessions uncover solutions to issues and processes. Lowering the program's Average Response Time was a key focus area in 2016. Coaching opportunities were identified through analysis of responses by day, representative and topic. The team works together to continuously improve their processes and tackle identified opportunities.
Due to the sensitivity of insurance situations, the representatives handle all messages with compassion. While it is a challenge to remain empathetic in written, concise words on social, displaying empathy is crucial to providing a positive customer experience in our industry. Customers repeatedly come back to social because our representatives excel in this area. They are able to build trust with our customers by delivering effective solutions while offering empathy.
Positive feedback led to the launch of our "Surprise and Delight" program to recognize policyholders. Our S&D packages include "Thank you" gifts in the form of two LED lights that can be used in emergencies, automobiles, or in the home. Representatives also respond to words of praise with branded, personalized Visual Responses. A recent imagery campaign included Emojis created by the Liberty Mutual internal creative team that utilized the Statue of Liberty to reflect the brand. These programs engage with customers in an interactive, fun way.
We are excited to evolve Social Care in the coming year by continuing to improve our offering of quick and quality customer service. We appreciate the consideration.
Customer service highlights:
- Cut response time by 13% (Jan 2016 – Dec 2016)
- 13% increase in percent of messages responded to (Jan 2016 – Dec 2016)
- Lowest ART: 34 minutes August 2016
We receive several positive comments from customers following positive service interactions on social:
"Thank you for the quick response! I should have sent you guys a message weeks ago! Thank you!" (Facebook)
"Thank you and your team for looking into this for me and again, thank you for your responsiveness no matter what questions I've had!" (Twitter)
"Wow great service!twitter.com/AskLiberty/sta…" (Twitter)
"Thank you JE. You're the best rep I've come across at Liberty mutual." (Twitter)
"Sounds fabulous. You're the best!" (Twitter)