Turning Customer Feedback into a Feature Enhancement That Drives Better Outcomes

Every carrier we work with brings unique workflows, challenges and insights. Many meaningful improvements begin with opportunities surfaced by our customers, who share crucial user feedback. Our job is to then translate the individual carrier needs into scalable solutions that benefit a wide range of workflows.

The new automated delayed follow-up message feature in our latest release is an example of this collaboration in action, and how even a seemingly simple enhancement stemming from customer feedback can deliver significant, impactful results across the claims lifecycle.

The Problem: Important Communication Getting Lost Amongst Welcome Messages

Once a case is created in Hi Marley, the communication platform sends welcome messages to policyholders when they opt in to text messaging to get started. There’s also an optional field called “enable follow-up,” which sends a follow-up message immediately after the initial welcome messages.

One carrier noticed that the follow-up message, which includes crucial next steps, was getting lost in the flurry of welcome messages.

They asked: could we test the ability to automate and delay the follow-up message, so the policyholder does not receive multiple consecutive messages? The hypothesis was that postponing the follow-up message would improve the user experience and boost engagement.

The Solution: Automate and Delay Follow-Up Messages

Hi Marley knows that when policyholders provide inbound media earlier in the claim, the process moves much faster, which can have a demonstrative impact on cycle times. So, the carrier specifically wanted to test how delaying the follow-up message would impact receiving inbound media. The delayed follow-up message focused on requesting photos and videos of the damage from policyholders.

For three weeks, the carrier and Hi Marley tested an optional follow-up message in welcome flows, with a configurable delay of 1-20 minutes, so the carrier could send an automated follow-up message separate from the welcome messages.

The Results: Improved Response Time, Higher Engagement and Increased Inbound Media

The carrier experienced significant results with the automated and delayed follow-up message.

The delayed messages drove higher engagement, with the percentage of policyholder responses within an hour of the follow-up message increased from 29 percent to 45 percent.

Adjuster response times also improved, with the average time to first customer response dropping significantly from 33.5 hours to 6.7 hours.

Most notably, the delayed follow-up message doubled the number of media submissions. And the percentage of customers who responded to the follow-up message with media steadily increased from 38 percent to 56 percent

Improved response times and increased inbound media can significantly impact cycle times by reducing delays and enabling adjusters to collect critical details earlier in the process, triage claims faster and ultimately accelerate resolution.

Next Steps: Now, All Carriers Can Benefit from the Automated and Delayed Follow-Up Message Feature

The results were so significant that we created the feature and released it for all of our customers in the January 2.81 release.

By incorporating the automated, delayed follow-up message capability into our platform, we delivered a feature that strengthens communication, boosts engagement and accelerates cycle times for all carriers.

This collaboration is a powerful example of how carrier input and priorities guide Hi Marley’s product innovation and help us continue to make insurance lovable.

Do you have a new capability or improvement you’d like to see in Hi Marley? We’d love to hear from you! Submit a feature request here.