Case Studies

Clear Communications

A Claims department gets a customer communications facelift in order to provide consistent, customer-focused messaging.

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Background

A Fortune 50 insurance company was upgrading their customer communications management system to make interactions with their customers more accessible and streamlined. Before migrating hundreds of existing claims letters to the new system, the company recognized this as the perfect time to weed out old, irrelevant letters and revamp those they actively sent to their Claims customers.

Problem

The company discovered nearly 300 active letters, written by individual Claims personnel. Although the letters covered a variety of claims topics, many were redundant in subject matter and inconsistent in style and approach. Many letters were unclear and overly-formal in tone, lacking customer-centric standards of quality the company strived for. Other letters were bogged down in ‘legalese.’

Vox Solution

We helped the company scale its letter count down to 100 by combining and deleting unnecessary content. Implementing new writing guidelines, we created templates for segmenting the content into modules for the new letter management system. A new letters style guide provided writing style, formatting and language recommendations for better flow.

Specifically, we reorganized each letter into more digestible portions. This helps customers understand: the company’s position, special requests, and actions required of customers to move the claim process forward.

Most importantly, we rewrote the letters in a friendly and empathetic manner. This was an important goal for communicating to customers during what is often a high stress situation. By applying the company’s brand promise through tone and voice, we were able to address three key points:

• Promote company core values to respect the customer;
• Relate the ease of doing business with the company; and
• Demonstrate the value the company provides.

Result

Now, the entire letter-creation process has a more intuitive flow. Much of the communication language is standardized and obsolete letters have been retired. Each letter is more succinct and on-point, using customer-focused messaging the company desires. The company now feels more confident that the Claims communications it sends to customers is helpful and proactive.

The results have helped shape “best practices” the client pursues in creating a superior customer experience. Positive feedback on the letters launched additional letter projects for both Recovery and Department of Insurance correspondence.