We began implementing the net promoter score (NPS) since our 2016 satisfaction survey for examining customer service records and feedback from important points of contact with customers. We hope to continue improving the customer service experience through quantified and qualified analyses, as well as cross-departmental communication and collaboration.
●NPS framework deployment: Cathay Life’s NPS Customer Experience Management System was completed in 2018. Cathay Life values every point of contact with customers, and deployed 15 service nodes in the customer journey from online to offline for testing. It also established an automated monitoring panel and customer response management back-end. Departments work together during quarterly service quality meetings to optimize service quality.
●2019 Major Breakthroughs : The average tNPS of online nodes increased by 10.8 points in 2019, showing a significant growth in the number of customers who are so satisfied with Cathay Life's digital services, which were offered in response to its digital transformation, that they are willing to recommend it to others.
●NPS framework deployment: Established the digital platform NPS mechanism, and used NPS along with customer interviews or ease of use testing to help enhance the user experience of the platform that better meets users’ needs and expectations. The Customer Service Center began conducting tNPS surveys during customer calls each day starting in September 2019, and analyzed the correlation between feedback from questionnaires, the reasons for the calls, and products purchased by customers; this served as the basis for exploring deficiencies in the customer experience, providing feedback to relevant units each month for formulating strategies to better meet customers’ needs.
●2019 Major Breakthroughs: The tNPS of the surveys conducted by the Customer Service Center in December 2019 was 56.2%, an increase of 17.3% compared to the surveys done for the first time in September of the same year. The overall services are supported and recommended by customers.
●NPS framework deployment: Completed the deployment of 21 nodes at digital channels and physical channels, and established an NPS customer experience management mechanism that attempts to depict the customer experience at each node through the NPS opinion management back-end, visualized report forms, and periodic meetings along with qualitative and quantitative multidimensional analysis. This is performed daily, monthly, and quarterly to find the core issues and potential solutions that can optimize the service experience at each node.
●2019 Major Breakthroughs: The average NPS of individual insurance claims settlement nodes in 2019 was 79, showing that most policy holders are loyal customers who are satisfied with and recommend claims services. The average NPS of online insurance enrollment nodes is 37, and the average NPS of digital service platforms is 38, both higher than the insurance industry’s international average of 34, showing that the digital low carbon services of Cathay Century have gained customers’ approval.
●NPS framework deployment: Adopted NPS in 2019, reviewed customer service records, and established 6 service nodes for testing. An NPS questionnaire is issued after customers experience services, customer service representatives make calls in response to recommendations customers make on the NPS questionnaire, so as to understand the usage of service nodes by each customer. Cathay Securities continues to optimize the customer service experience through cross-departmental communication and collaboration.
●2019 Major Breakthroughs: Customers recommendations are collected from regular savings plan NPS nodes, and investment targets continue to be increased to optimize purchase cost. This has increased the market share of debits for regular savings plans from 20% (NT$150 million) in December 2019 to 26% (NT$230 million) in February this year.
●NPS framework deployment: Combined satisfaction surveys with the NPS mechanism to understand what customers truly need from its products, services, and brand. Customer suggestions collected from the surveys provide feedback for making adjustments to business items, maintaining customer satisfaction with their service experience.
●2019 Major Breakthroughs: Customers’ recognition of Cathay SITE's efforts in products and services is clear from rNPS, which significantly increased from 32 points in 2018 to 40 points in 2019. In the future, Cathay SITE will continue to meet customers’ potential demand based on customer feedback.
Case 1: Chatbot
●Cathay FHC’s Digital, Data & Technology Center collaborated with the customer service teams of Cathay Life and CUB, to release “Alpha”, a chatbot, in September 2018. Customer services can direct and divert customers through “Alpha” to effectively and immediately complete services for simple and common issues. As of the end of 2019, on average over 20,000 people use “Alpha” every day, accounting for over 30% of overall customer services; satisfaction reached 4.7 stars (5 stars in total). Thanks to the help of “Alpha,” the ratio of customers transferred to a customer service representative decreased from 4.5% when “Alpha”was first launched to 1.5%. “Alpha” was awarded the Bronze Medal for Best Experience Innovation in the 2019 Future Commerce Awards of BusinessNext, as well as Best Private Bank - Digital Client Communication in the Global Private Banking Innovation Awards of The Digital Banker.
●In the past, customers often needed to press the numbers on their phone several times to transfer their call to a customer service representative. “Alpha” allows customers to enjoy personalized services at any time of the day by inputting their ID number and using SMS OTP verification. Furthermore, Alpha utilizes human-robot collaboration and a multi-task model to handle simple issues, and pass difficult issues to customer service representatives, effectively improving the customer experience.
●After the chatbot was launched, the Alpha Training Team carried out semantic model training that increased the chatbot's accuracy and comprehension. The team’s chatbot tag trainer tags sentences that Alpha was unable to recognize or understand each day, and optimizes Alpha's natural language learning model on this basis, making Alpha more human-like and become customers’ best assistant.
Three major advantages of Alpha:
Case 2: Developing AI-driven property insurance services
(Click on the picture to zoom in)
Case 3: Providing customers with the most convenient investment process
(Click on the picture to zoom in)