AI Sentiment Analysis in Insurance: Enhancing Customer Service

At Gallagher Bassett, we are committed to investing in technology to enhance claims management outcomes. From using drones to evaluate damage in difficult-to-reach situations to providing our loss adjusters with the latest technology for enhancing on-site assessments, our focus remains on investing in innovation to support our people and clients.

Over the past 12 months, Gallagher Bassett has been investing globally in enhancing our operational capabilities by deploying AI technologies that improve the way we manage claims and interact with clients and claimants. This includes the deployment of a secure in-house generative AI tool which staff are using to improve and personalise their correspondence, along with investments in more advanced tools that allow us to quickly summarise large amounts of claims documentation.

As part of our ongoing exploration of these tools, we recently piloted the use of a sentiment analysis tool for several large accounts that evaluates the emotional tone within client communications. This AI technology offers real-time insights that has the potential to help our people adjust their approach dynamically, fostering more empathetic and personalised interactions. 

Craig Furness, CEO, shares insights into the new technology that is an emerging trend and hot topic for insurers.

Deeper insights, faster responses

The possibilities of call sentiment analysis are certainly exciting, promising to transform our ability to understand customer interactions and, via enhanced processes, ensure that claims managers and adjusters can continuously elevate their service levels. While we are only in the early stages, the tool is expected to provide valuable insights for our business to support our people with tailored training relating to challenging events to drive better outcomes.

Where analysing customer calls was once a manual and labour-intensive process, this technology equips claims managers to access deeper insights faster than ever. The call sentiment analysis tool rapidly transcribes calls, evaluates performance and improves quality assurance standards, all of which means enhanced productivity and better results for insurers. The tool identifies trends in customer conversations, detects sentiment, intent and other key metrics. The actionable insights will allow us to make data-driven decisions and ultimately enhance customer service.

How it works

In its most basic form, the mechanics of the technology can be summed up in three words – Upload. Evaluation. Insight.

• Upload – by uploading call audio to a secure endpoint in the cloud, the solution can seamlessly process all interactions with customers or suppliers.
• Evaluation – the tool not only transcribes, evaluates, and filters voice data but does so in near-real-time. The technology transcribes all call audio with best-in-class accuracy before analysing the content to derive insights and identify data patterns.
• Insight – the tool identifies trends in customer conversations, and detects sentiment, intent, and other key metrics. This presents the team with actionable insights that facilitate data-driven decisions and ultimately enhanced customer service.

Key advantages

• Holistic insights: The technology indicates data-informed insights on performance and capability across the breadth of our business. This leads to better informed decisions, driving optimised processes and continuous improvement.
• Efficiency and accuracy: By leveraging greater intelligence from each call, it ensures smoother claims management and more accurate assessments, resulting in streamlined operations and better service to claimants. Ultimately, delivering better outcomes for your business.
• Visible impact: The actionable insights gained from call sentiment analysis directly translates into enhanced service delivery and customer satisfaction. For us at Gallagher Bassett, this serves to reinforce our commitment to excellence.

Combining people and tech

The human touch is indispensable when dealing with insurance claims and our claims managers play a pivotal role in reassuring claimants, providing guidance and helping them navigate complex situations. Our AI tools are intended to provide valuable information to support our team in challenging situations, enabling tailored training, and ultimately achieving better outcomes for all.

Gallagher Bassett’s pilot of the call sentiment analysis tool ultimately demonstrates our commitment to industry innovation and to setting our people and customers up for success. Watch this space for further updates on our foray into use of this AI tool.

In the meantime, contact our team to see how partnering with us can help your business succeed.