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Optimierung des Customer Experience Managements durch die Nutzung von Speech Analytics in der Versicherungsbranche

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Klopfer, L., Meier, G., Steul-Fischer, M. Optimierung des Customer Experience Managements durch die Nutzung von Speech Analytics in der Versicherungsbranche. Zeitschrift für die gesamte Versicherungswissenschaft, 113(1), 127-179. https://doi.org/10.3790/zverswiss.2024.1430801
Klopfer, Lisa-Marie; Meier, Giulia and Steul-Fischer, Martina "Optimierung des Customer Experience Managements durch die Nutzung von Speech Analytics in der Versicherungsbranche" Zeitschrift für die gesamte Versicherungswissenschaft 113.1, 2024, 127-179. https://doi.org/10.3790/zverswiss.2024.1430801
Klopfer, Lisa-Marie/Meier, Giulia/Steul-Fischer, Martina (2024): Optimierung des Customer Experience Managements durch die Nutzung von Speech Analytics in der Versicherungsbranche, in: Zeitschrift für die gesamte Versicherungswissenschaft, vol. 113, iss. 1, 127-179, [online] https://doi.org/10.3790/zverswiss.2024.1430801

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Optimierung des Customer Experience Managements durch die Nutzung von Speech Analytics in der Versicherungsbranche

Klopfer, Lisa-Marie | Meier, Giulia | Steul-Fischer, Martina

Zeitschrift für die gesamte Versicherungswissenschaft, Vol. 113 (2024), Iss. 1 : pp. 127–179

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Lisa-Marie Klopfer, M.Sc., ehemalige wissenschaftliche Mitarbeiterin und Doktorandin des Lehrstuhls für BWL, insb. Versicherungsmarketing, der Friedrich-Alexander-Universität Erlangen-Nürnberg Friedrich-Alexander-Universität Erlangen-Nürnberg, Lange Gasse 20, 90403 Nürnberg, Germany

Giulia Meier, M.Sc., ehemalige Masterandin am Lehrstuhl für BWL, insb. Versicherungsmarketing, der Friedrich-Alexander-Universität Erlangen-Nürnberg, Lange Gasse 20, 90403 Nürnberg, Germany

Prof. Dr. Martina Steul-Fischer, Inhaberin des Lehrstuhls für BWL, insb. Versicherungsmarketing, der Friedrich-Alexander-Universität Erlangen-Nürnberg, Lange Gasse 20, 90403 Nürnberg, Germany

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Abstract

Digitalisation and the resulting variety of communication channels and touchpoints pose great challenges for insurance companies. Thus, customer experience management, which focuses on the continuous improvement of customer experiences at every touchpoint, has become increasingly relevant in the industry. Speech analytics can help managers perceive and understand customer experiences from the customers’ perspective. Therefore, this article examines the use of speech analytics to optimize customer experience management based on inbound calls from a large German insurance company. The qualitative content analysis reveals an unexpected variety of conversational content. In addition to information about the analysed customer experience, it also provides opportunities to determine customer satisfaction as well as valuable clues about past customer experiences and potential for improvement at various touchpoints along the customer journey. The results highlight the need to consider articulated direct and indirect customer feedback in order to optimize customer experiences.