RSA Group: The Complaints Handling Integration Project (CHIP)
Customer Company Size
Large Corporate
Region
- Europe
Country
- United Kingdom
Product
- Aptean Respond
Tech Stack
- Complaints Management System
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Productivity Improvements
- Customer Satisfaction
Technology Category
- Functional Applications - Enterprise Resource Planning Systems (ERP)
Applicable Industries
- Finance & Insurance
Services
- Software Design & Engineering Services
About The Customer
RSA is one of the world’s leading multi-national insurance groups with a 300-year heritage. They employ 19,000 people, serving 17 million customers in over 140 countries. RSA's goal was to make itself the market leader within complaints handling by restructuring the teams involved, changing the accepted norms and giving their staff the right software to get the job done. RSA implemented what was known as The Complaints Handling Integration Project (CHIP), a full scale review of RSA’s complaints handling at a root and branch level. This consisted of three separate parts: People, Processes and Technology.
The Challenge
In 2012, the Financial Services Authority (FSA) in the UK announced that it would hand over its powers to a new regulatory body in the Financial Sector - the Financial Conduct Authority (FCA). With stricter regulations surrounding complaints management on the way, RSA used the opportunity to overhaul their Customer Relations function. The goal was to make RSA the market leader within complaints handling by restructuring the teams involved, changing the accepted norms and giving their staff the right software to get the job done. RSA implemented what was known as The Complaints Handling Integration Project (CHIP), a full scale review of RSA’s complaints handling at a root and branch level. This consisted of three separate parts: People, Processes and Technology. While reviewing people and processes, RSA re-designed how they handled complaints to comply with the new regulations, and also to comply with their own internal best practice system.
The Solution
RSA made a step change to their customer services team. Previously, 600 staff worked with complaints as part of their day to day duties. This meant their attention was not focused on providing the equivalent service of a complaints specialists. Fast forward to the current day and 60 members of staff have been trained to specifically handle and work within complaints, without dilution into regular customer service issues. To support the new team and their new structure, and to underpin the CHIP project as a whole, a key part of the programme was to replace RSA’s ageing and restricted complaints handling system with specialist technology fit for the purpose of complaints management. RSA needed a modern system which would help them to comply with regulations and to introduce efficient, flexible and comprehensive complaints handling as a norm. Aptean’s Respond clearly stood out from the competition after a visit to another insurance company. RSA were able to see Respond in action, outside of Aptean’s control, confirming that Respond would deliver exactly what they needed.
Operational Impact
Quantitative Benefit
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