SiTel: Transforming Customer Engagement Globally

Digitization, cost reduction and compliance/risk management are top priorities for the insurance industry today. Digital transformation has become imperative in today’s insurance landscape and the financial services sector in general, as customers like to conduct business and receive services on their own terms and timeframes. “SiTel provides customer experience management solutions on a global scale that support an insurer’s march toward digitization,” says Morris W. Applewhite, SVP Industry Group Leader, SiTel. Nashville, TN based SiTel provides the people, processes and technology elements to deliver exceptional customer experiences across channels—traditional voice and email, social, web, SMS and chat on behalf of clients.

“Our solutions support the aggressive revenue growth goals of clients while improving efficiency to reduce costs,” states Applewhite. The company makes investments and scales them over multiple customer implementations, thereby making their solutions cost-effective. Applewhite and his team lay special emphasis on the client’s need to mitigate risk and comply with regulatory requirements in the delivery of their services. “We have a structured and disciplined Global Operating System that underpins our provision of services to ensure consistency and regulatory compliance,” assures Applewhite.

For decades now, the insurance industry has run on visible, in-house and structured data such as customer information on the policy form, historical behavior and trends. SiTel employs new-age technologies in their solutions wherein a client can better manage data, be it unstructured data from within the enterprise or beyond. SiTel Insight Services, for instance, leverages data collected from Interactive Voice Response (IVR), Customer Relationship Management (CRM), voice, digital channels and survey analytics. “This provides us greater insights to be more proactive in the services we provide to our clients,” says Applewhite. The aggregation of data from multiple sources allows for a more comprehensive, in-depth and holistic view of customer preferences and habits. This information can be used to better service the customer and cross-sell by suggesting additional products that could add value to the customer. “Most importantly, aggregation aids improved fraud detection,” asserts Applewhite. “Analytics can help place the disparate pieces together to identify patterns at the beginning of the claim life cycle to protect insurers against fraud.”