In the insurance sector, customer experience isn’t won with promises: it’s won when the user calls, writes, or chats… and receives a prompt, clear, and consistent response.
That was the focus of the transformation at La Equidad Seguros, a Colombian cooperative insurance company with a national presence, specializing in general and life insurance for individuals, families, and businesses, with a strong social component due to its ties to the cooperative sector.
In this context, Outsourcing has supported La Equidad for almost two years, consolidating a results-oriented operation with a multi-channel service model and a focus on channel control, operational monitoring and continuous improvement.
The Challenge: Real Automation and More Efficient Operations (Without Overstaffing)
Before working with outsourcing, La Equidad faced two key challenges that directly impacted efficiency and KPI achievement:
1) Automation That Wasn’t Coming to Fruition
There was a high expectation of advancing automation to improve operations. However, with previous providers, although improvements and proposals were mentioned, the client didn’t see any concrete progress.
2) Plant Optimization (Assets) to Maintain Service Levels with the Right Equipment
A critical perception was identified: operations could maintain service and customer care levels with a leaner plant, but this opportunity wasn’t addressed in time. This impacted costs, productivity, and ultimately, customer experience.
In an insurance company, these two points are often decisive: if you don’t automate effectively, volume overwhelms you; and if you overstaff, you increase costs without improving the customer experience.
The solution: channel control, improved user experience, and applied automation
Outsourcing implemented a support model focused on operations, control, user experience, and technological evolution, across already confirmed channels and areas of focus:
Channels served (comprehensive omnichannel approach)
- Voice (telephony)
- Chat (includes chatbot and step-up to an advisor)
- Web and social media (within the framework of comprehensive service)
Confirmed operational areas of focus
- Telephony (voice)
- Chat (chatbot + step-up to an advisor)
- Emails
Types of interactions managed
- Claims and workers’ compensation emails
- Complaints, requests, and administrative emails
- Calls related to auto and general policies (highest-frequency categories)
- Payment surveys
- Customer service chat (claims, life, auto, and general policies)
Key Actions That Made a Difference
1) Visual and Experience Improvement in Customer Service
The operation was experiencing low survey scores. Adjustments were made that strengthened the user experience and improved service perception, raising the quality of responses.
2) Automation of the Chat Rating Process
Chat ratings were automated so that the representative didn’t have to fill them out manually. What were the benefits?
- Reduced operational workload
- More time to manage tools
- Greater focus on customer service and quality
3) Structured Work with Surveys and Support from the Application
Ongoing measurement and monitoring were supported, including database uploads and operational configuration, so that the voice of the customer became a real input for improvement.
4) Evolution: AI Agent Proposal
As part of the operation’s maturation, an AI Agent proposal is being presented aimed at:
Optimizing response times
Strengthening digital customer service with greater scalability.
The Impact: When Service Levels Stop Being a Struggle and Become Consistent
The change wasn’t just operational. It was strategic: a management model with channel-based control, regular monitoring, and constant client reviews allowed us to sustain results and improve critical indicators.
Furthermore, analyzing ratings and surveys helped identify the causes of perception issues and adjust management in a timely manner. The result: better response quality and a better customer experience.
Today, Outsourcing doesn’t operate as “just another supplier,” but as a strategic partner that identifies opportunities, proposes alternatives, and implements improvements with agility.
One of the main initial challenges was meeting service level and customer service targets, especially in the first few months.
The defined service level target was 90/20:
answer 90% of calls within 20 seconds. With continuous effort, the indicator is now above target, reaching 92% to 93%, with consistent performance.
Consolidated Results
- Current Service Level: 93% (above target)
- 97% Response Rate
- 100% of emails closed within the current month
La Equidad not only exceeded its service level target but also consolidated a more efficient operating model with a clear path toward automation and AI.
And for an insurance company, this translates into something very concrete: better-served customers, more productive teams, and a more sustainable operation.
If your insurance company is looking to exceed service level targets, optimize multichannel operations (voice, chat, email, and WhatsApp), and advance in automation and applied AI, Outsourcing can help you with a proven model of channel-specific monitoring, continuous improvement, and strategic support.
Let’s talk. We’ll share an initial channel-specific diagnostic and an action plan to improve KPIs, operational efficiency, and customer experience.