REVIEWER: Simon Dudley, customer insight manager for RSA.

BACKGROUND: RSA Insurance Group plc has more than 20 million customers worldwide and currently manages £14.7 billion of investments, has shareholders' fund of £3.8 billion, is a member of the FTSE4Good Index, ranks in the top 100 companies of the Corporate Responsibility Index and employs approximately 22,000 people. Established in 1710, the U.K. represents the largest operating unit within the Group. With a market share of more than 13 percent, it is the U.K.’s largest commercial lines insurer. RSA’s Personal Business is ranked third largest in the U.K. with around 4million covers in place, RSA insures 70 percent of FTSE 100 retailers and was recognized as “General Insurer of the Year” at the 2006 British Insurance Awards.

PLATFORMS: Fully hosted by SPSS Online Services, RSA can easily collect customer feedback and conduct sophisticated survey research with PASW Data Collection (formerly SPSS Dimensions), a comprehensive end-to-end platform to capture customer attitudes, opinions and preferences regardless of geography, language or communication channel. By collecting customer feedback, RSA can better customize their standard products and differentiate their services from other insurers, giving them a competitive edge. With PASW Data Collection, RSA offers a truly unique survey service without the hardware constraints, while still relying on SPSS to maintain a secure, high-availability environment. A team of SPSS support staff ensures the accuracy and smooth running of the entire system, further reducing any concerns from our end.

PROBLEM SOLVED: Consistently gathering voice of the customer at “key moments of truth” can increase customer satisfaction, retention and lifetime value. RSA lacked a mechanism by which they could effectively and easily collect feedback throughout the customer lifecycle, such as becoming a new customer, making a claim and purchasing/renewing/amending a policy or when a customer leaves (churns) to another provider. Now, PASW Data Collection provides RSA with the insight to better measure and improve a customer’s overall experience or to offer more appropriate products. SPSS Inc. has been instrumental in measuring customer service and providing a deeper understanding of customer behavior and intention at the point of every customer interaction, which improves our business processes.

PRODUCT FUNCTIONALITY: PASW Data Collection is key for RSA because it is multichannel, easy to use and is fully integrated with other SPSS Predictive Analytics products, such as PASW Modeler (formerly SPSS Clementine). The ability to combine attitudinal data with transactional data from operational systems improves predictive models and gives a more accurate and complete understanding of customer preferences, motivations and intentions. RSA is now able to identify the key drivers of customer satisfaction, such as first-call resolution and easy access to the company. In particular, we experienced a 15 percent uplift in the area of motor claims that then leads to a more efficient use of RSA resources in terms of staff and time.

STRENGTHS: PASW Data Collection is open, scaleable and easily customizable to allow RSA to improve business processes and prompt specific actions to specific responses. SPSS Inc. allows us to establish one-to-one interactions with individual customers, rather than unattributable aggregated feedback from other market research offerings, so RSA can better understand the impact of the service experience on customer lifetime value and enable change in the experience. In addition, PASW Data Collection helps RSA receive greater visibility of the customer experience and better adhere to Treating Customers Fairly legislation.

WEAKNESSES: PASW Data Collection didn’t install with pre-built analysis deliverables.

SELECTION CRITERIA: RSA chose PASW Data Collection for a number of reasons: integration with the rest of the SPSS Predictive Analytics Software portfolio, integration with our business processes, and the fact that the mechanism for retrieving feedback is independent and objective. These integration points are key to the RSA business so that we can offer a truly joined-up approach to customer experience across our business. Also, PASW Data Collection can easily do open-ended analysis of all possible information, including unstructured data. SPSS Inc. offering was comprehensive compared to another product we considered which was hierarchical, closed, handler-led and very much an operational tool.

DELIVERABLES: PASW Data Collection has inputs into the wider customer analysis process, feeds into data mining and helps predict responses. The product produces operational reporting in terms of performance over time/by site, as well as enabling key customer driver analysis of attributes, such as satisfaction and dissatisfaction. This is important so RSA can then focus on improving customer satisfaction, and also better target our customers through up-sell and cross-sell opportunities on a one-to-one basis with tailored marketing messages.

VENDOR SUPPORT: Since PASW Data Collection is fully hosted by SPSS Online Services, there was not much pre-implementation required. Moreover, the support in post-implementation has been fantastic. The overall SPSS Inc. team, especially the principal consultant, has ensured that SPSS is always highly available giving RSA help developing surveys, translating to easy analysis at the back end. The account management and professional services support has also been a high standard – being available when necessary to resolve any outstanding issues. For example, RSA received exceptional support when we expanded use of surveys from email to computer-assisted telephone interviewing – where a member of the RSA staff conducted the interview by phone with the customer. This transition was important to increase response volumes and to provide a reliable customer satisfaction benchmarking. RSA can use their own staff as part of an integrated customer contact strategy giving us more control over when and how the process is managed.

DOCUMENTATION: PASW Data Collection documentation is provided for end users and system administrators, and implementation and technical reference resources are available for the entire product line. While the end user documentation is good for getting started, the technical reference material is essential for providing real-world examples of survey building and analysis techniques. The fact that the documentation is back by hundreds of usable examples, templates, code and open source utilities allows for self-sufficiency at quite a deep level.

PASW Data Collection


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