Following the friction audit, we identified over 25 different friction points that were leading to cognitive overload for the older over 50s customers. To overcome this we transformed the Call Guide that the agents were using and created a new Playbook. The agents were then trained in behavioural science principles and coached on how to use the Playbook by the Cowry team. Two treatment groups were set up versus the control groups and performance was measured on a weekly basis for a period of 3 months.
The key C Factors used in the Playbooks to improve the conversations included ;
Authority Bias – we changed the title of the agents and changed the intro they delivered when they first answered the call. This helped to instill confidence in the customer that the experienced consultant looking after them has the knowledge and skills to help them.
Ambiguity Aversion - to help customers understand why their premiums had changed, we explained in simple terms, the factors that affected the price year on year.
Reciprocity – for those customers that had been loyal to Saga, we offered additional benefits such as a new reward programme to build a mutually beneficial relationship with the customer.
