KidsLife is a Belgian child benefit fund. In 2018 they underwent a radical change from a B2B to a B2C market. None of the players in the industry can differentiate on a product or price level. Experience and quality of service are the key drivers to increasing market share.
Thanks to a high response rate of 26.31% and open text response of 69%, we collect a lot of feedback. Every two months our customer ambassadors dive into the feedback and define actions, both quick wins and process improvements like improving our online portal.
“Within the industry, customer experience is the only differentiating factor because we are all required to pay out the same amount. We can make the difference through service excellence. Is the customer getting all the information in an easy, and understandable way? And secondly, convenience: how easy is KidsLife’s onboarding? What we learned from Hello Customer is that we did not always give a clear answer, often it was still formulated too technically. Therefore, we have now implemented a small quick win. At the end of a conversation, the case manager asks, “Was this an answer to your question?”. This allows the customer to confirm for themselves whether it was, or say no and get further help.”
“In addition, we also placed a contact form on the website. The most frequently asked questions are prefilled, redirecting the customer to a number of FAQ pages. We see that in many cases the form is not even submitted anymore, because the customer has found the right information in the meantime. That has greatly increased convenience, but also accessibility.”
“Being quick and accessible is a measure for many customers to choose or change child support funds. In the feedback we discovered that accessibility and long waiting times were the biggest pain points with customers. We changed our organization for a part based on that. We now work at team level and cross-teams. In the past, customers at KidsLife knew who they would get on the line when they entered a phone number, but that naturally caused delays in the process. Now if one team is too busy, we adjust the schedule. As a result, we now have an average answering rate of 87% in 2021, up from 75% in 2020.”
“In addition, it’s also important that everyone can actually handle a customer’s file seamlessly. Thanks to Hello Customer and customer input, it has become clear how important it is for our customer advisors to take notes to keep track of how far along a file is. As part of that, we are investing in a CRM system starting this year.”
“Three years ago we had the very specific challenge: how do we go from B2B to B2C? Suddenly the customer had to become much more central to our organization. The end customer was mainly using e-mail and telephony to reach us, but we had no visibility into the quality of our service. Hello Customer is a measure to achieve that on two levels. On the one hand, we measure the CSAT score to determine pure satisfaction. On the other hand, we can really get to work with the feedback. Because of the simplicity of the survey, a score and open feedback, many people fill out the survey, and you get a lot of return.”
“In practice, the scores are shared with the teams. There is an overall Kidslife satisfaction score of 84 and that serves as a benchmark for all teams. There is also a team of customer ambassadors made up of team members from 20 different operational teams.
Every two months they dive into the feedback and define improvement actions. These can be quick wins, but can just as easily be process improvements such as changing the online portal.”