Case 1

How Meridional Seguros increased efficiency in the use of the conversational channel together with Bleett.

By working on the integration of its contact channels, multiple customer service processes were solved in an automatic and personalized way.

Background

Meridional, the insurer of the Canadian Group Fairfax, is characterized by working hard on process innovation and tools to optimize the quality of customer service.

Thus, four years ago it became pioneer in the insurance market by using a chatbot to provide 24-hour virtual assistance.

A year ago, the company, together with Bleett, undertook a specific strategic project for this technology, which aims at continuously increasing the bot’s capacity to complete multiple service processes automatically and in a personalized manner.

Challenge

The channel showed good results, but there was room for improvement in four aspects.

1.

Many users started their conversation with the bot but did not solve their concerns and asked to be referred to an advisor.

2.

A percentage of customers challenged the bot's understanding which resulted in a bad experience.

3.

The claims reporting flow had a significant abandon rate.

4.

The bot did not have a defined personality.

Meridional’s virtual assistant -which also has voice recognition- is available 24 hours a day on WhatsApp and on direct messaging services Facebook, Instagram and Twitter, to solve the most common needs of customers: accessing their policy, reporting a claim, requesting mechanical assistance, quoting insurance and getting answers to frequently asked questions.

Goal

The goal of the project was to provide a different experience, in a fully automated channel, focusing on reducing the percentage of “Not understood” messages, and reducing the percentage of users who abandon the claims reporting flow, and then go to another channel. In addition to this, it was necessary to maintain an empathetic conversation with personality, carried out by a bot.

44%

percent reduction in the number of referrals to human operators.

60%

percent reduction in the rate of bot not understood messages.

35%

percent increase in the conversion rate of the claims reporting flow.