CX expert series: Barbara Lincoln-Erie – insurance

For more than 90 years, Erie Insurance has been fulfilling its promise to customers to provide auto, home, business and life insurance rooted in the principles of honesty, decency, service and affordability. In an effort to ensure ERIE was providing its customers with a seamless, efficient experience when moving through the claims process, the organization developed a survey program to learn about the experience directly from customers. Partnering with Forsta, ERIE implemented an online Voice of the Customer (VoC) program that allowed them to incorporate an automated survey with specific parameters for certain kinds of claims.

In this video, Barbara Lincoln, Director Customer Integration & Satisfaction at Erie Insurance, talks about the highlights of the VoC program at ERIE. She also discusses the key advice she would offer someone starting a Customer Experience program, focusing on the importance of getting buy-in from senior leadership teams, ideally having a senior sponsor backing the program. She also highlights the ways in which customer feedback has had an impact across the business, particularly in enabling ERIE to formalize the customer experience program and dedicate resources to it.

This has allowed the CX team to expand reporting to multiple levels and move from what was a service-centric culture to a customer-centric culture. Finally, Barbara talks about her experience of working with Forsta. From the partnership with the Forsta team, to how her team felt about winning a Judges’ Choice award in the 2018 Forsta ACE (Achievement in Customer Excellence) awards.