How to boost call-center direct sales by 40%
eXaudios Business Case
Standard Direct Insurance Ltd. is the direct marketing arm of Israel's third largest
insurance company. Standard utilizes its own call-center to market insurance policies
over the phone. Installing eXaudios Maginify at its call-center facility, Standard
set a target of increasing its agent success ratio and overall sales per hour by
10%. Following a brief period of project planning, installation and agent training,
Standard has exceeded its success target by four-folds - reaching a dramatic increase
of about 40% to its two selected Key Performance Indicators (KPIs). Following the
pilot Standard Direct Insurance CEO, Ilan Bahana quoted "There is no doubt that
eXaudios Maginify enabled us to achieve more revenues coupled with better quality
sales. If I could I would have installed it a year ago".
eXaudios measured Key Success Factors
Like many other direct sales organizations around the world, Standard Direct Insurance
is a data-driven results-oriented organization. Standard performance is measured
according to KPIs. The three most important are: Hour-to-policy ratio (how many
policies are sold per hour per agent), activity percentage (percentage of agent
shift spent on calls), success ratio (percentage of calls ended with a sale). The
organization issue and distributes daily reports detailing individual, divisional
and organizational performance. All employees are measured, ranked and rewarded
based on achieving these goals. Introducing eXaudios Maginify into the organization,
Standard management aimed to achieve between 10% - 15% boost to its hour-to-policy
and success ratio KPIs.
Standard Direct Insurance pilot included 15 call center seats installed with Maginify
Assistant plus two Maginify Supervisor seats. The brief implementation period included
three distinct stages:
1. Planning stage: included setting the
scope of the project, desirable outcomes and implementation times. Once these were
settled, Standard picked groups of participating agents and supervisors and registered
their past 9 month individual success statistics. Another group was picked to serve
as a control group. The latter group did not use eXaudios solutions.
2. Analysis & tuning: 200 actual agent
recordings were sent to be analyzed at eXaudios labs. eXaudios consultants analyzed
these recordings for best practices and desirable call structure as well as for
determining overall organizational noise levels and acoustics. The result was a
better tuned engine and an application that could guide the agent at different call
3. System Implementation: After having
gone through individual and group system training by eXaudios consulting team, and
following a brief installation and integration process, the pilot group was gradually
introduced to the application. At first only customer temperature and cooperation
levels were available, followed a bit later by agent temperature and effectiveness
level module. Finally the recommendation module was introduced allowing agents to
match the right approach and wording to the right customer at the right time.
"Our agents fell in love with the system", says Mr. Bahana, "They understood that
eXaudios Maginify provides them with a built in advantage". Soon after installation
eXaudios Maginify achieved its 10%-15% yard stick and went on to surpass it.
After two weeks of operation the system stabilized on about 40% improvement over
the control group and organizational averages. "I realized I can be more aggressive"
Says Mr. Kobi Levi, a Floor Agent selling direct health insurance, "Judging by the
customer temperature and cooperation levels I can quote higher premiums and increase
my performance". Such reactions were not limited to the call center agents. Supervisors
were also thrilled by having the ability to control their shift in real time. "I
can now see exactly what's happening in my shift", Says Mrs. Dikla Milkin, a Floor
Supervisor, "If I see a red call on my screen that does not change to yellow or
green I can decide to check on the agent, intervene or take control over the call".
Agents also found that they can use the agent temperature and effectiveness levels
to their advantage as a real-time de-briefing tool to their own performance and
conduct. The profile tool was another major hit. Using it agents found they can
now employ the right approach to the right customer, "If I see a 'Lion' customer
I know to reach him from below, giving him proper respect" Says Mr. Levi, "If I
see a 'Flower' I employ a more equal and collegial approach". "There is no doubt
Standard Direct Insurance is currently three steps ahead of its competition", summarizes
Mr. Bahana, "The system has more than proved itself.