Atlantic Research and Consulting

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CASE STUDIES

INSURANCE

Customer Satisfaction Transaction Study
Atlantic's client, a national property and casualty insurance company, is aggressively implementing programs to improve and/or maintain customer satisfaction across all service transaction areas. In order to measure progress in meeting customer satisfaction goals, it has implemented an ongoing customer satisfaction survey for each transaction area.

We conduct approximately 100 telephone interviews per month for each of its geographically defined markets across each transaction area (approximately 800 interviews per month). Statistical reports are generated on a monthly basis in order to track progress. Full, analytical reports are prepared quarterly in order to detail progress toward goals.

Our analysis has pointed out areas of weakness and strength in customer satisfaction and has offered recommendations for improving customer satisfaction.

Policy Cancellation Study
Atlantic conducts an annual Policy Cancellation study for a national insurance company. The primary purposes of the study include: determining what motivates policyholders to cancel their policies, determining how the needs and perceptions of current policyholders differ from those of canceled policyholders and determining priorities for action to improve customer retention.

Atlantic conducted 900 telephone interviews with canceled policyholders in the most recent study. The results were analyzed using a cluster analysis approach, among other statistical tools. The cluster analysis was conducted in order to identify groupings of individuals who cancel their policies for different sets of reasons Knowing how different combinations of factors influence decisions to cancel policies has allowed the client to respond meaningfully to those factors.

Current customer research was also compared to results of the canceled policyholder study. Using comparisons of means tests, important differences were identified in areas of customer service and satisfaction.

P&C Customer Attitude Monitor
Atlantic has conducted customer monitor studies that serve a variety of purposes including the assessment of customer contact, customer service, customer loyalty and customer satisfaction. The primary purpose of this type of study has been to determine how customer service can be used to differentiate the client from the competition.

In our last study, we conducted over 1,000 telephone interviews with customers, approximately 100 interviews in each of the client's service areas (regions). The results of the survey were analyzed using first and second level cross-tabulations with t-tests for proportions and means.

The analysis revealed high levels of customer satisfaction and loyalty, particularly among those customers who have had interactions with the client. Recommendations for meeting client expectations and increasing customer satisfaction and loyalty were provided.

Critical Illness Study (New Product Concept)
Atlantic recently conducted a study on Critical Illness Insurance, which was being considered by several worksite marketing carriers. The purposes of the survey were to determine the extent to which critical illness insurance was familiar to brokers, the extent to which it was being offered to clients, choice of carriers for such a product, marketing support for the product and perceived differences between critical illness insurance and cancer insurance.

300 telephone interviews were conducted with brokers for this research. The results provided useful information regarding the experience of brokers with the product, interest in selling the product, perceptions of product support by carriers and perceptions of employee interest in the product.

Insurance Company Awareness Study
Atlantic recently conducted an Insurance Company Awareness Study with Human Resource Officers and Benefits Managers. The primary purpose of the research was to assist the client company in the positioning and marketing of its services and products. The study focused on issues related to awareness of major medical insurance carriers, advertising for these carriers and promotional materials for these carriers. The research also asked about carriers for whom coverage was written and the volume of cases written in the past 12 months. In addition, the research inquired about carrier product and service preferences and carrier ratings on a variety of service issues.

Approximately 600 telephone interviews were conducted on this topic. The results revealed useful information for the client about its overall visibility, awareness of its products and services and how its products and services are viewed by customers and non-customers. These findings helped the client to better position and market its products and services.

HEALTH CARE

Market Segmentation Survey
Atlantic conducted a telephone survey with 600 residents of Massachusetts and New Hampshire for a major regional health insurance provider. The purpose of the telephone survey was to identify market segments for targeting strategic marketing and sales initiatives.

Awareness and Attitudes Survey
A telephone survey was conducted for a major regional health insurance provider in both 1997 and 1999 with a random sample of 500 adult residents in Eastern Massachusetts. The telephone survey was used to assist the provider in various strategic marketing initiatives.

Positioning Survey
A telephone survey was conducted with a random sample of adult residents of Massachusetts in 1994, 1996, 1997 and 1999. Approximately 400 to 500 interviews were conducted for each administration of the survey. The survey has been conducted periodically to assist HMO industry positioning in Massachusetts.

Strategic Marketing Survey
Telephone surveys with 400 to 500 residential respondents were conducted for each of three healthcare centers in Massachusetts in 1997 and 1998 to assist strategic marketing initiatives for those centers.

Positioning Survey
A telephone survey with 500 residential respondents was conducted in Southeastern Massachusetts in 1995 for a major Boston hospital. The purpose of the survey was to determine resident healthcare needs, important factors in decision to use a health center and the best location for a health center.

Patient Satisfaction Survey
A telephone survey with approximately 1,600 mammography patients was conducted between October 1996 and June 1997 to measure quality of care for a major research hospital in Boston. A followed-up survey was conducted six months after the initial survey.

Patient Satisfaction Survey
Physician Referral Surveys for both inpatients and outpatients were conducted by mail for a major Boston hospital in 1996 and 1999. These surveys involved an initial questionnaire mailing, a follow-up postcard and a second questionnaire mailing. The purpose of the studies was to determine patient satisfaction with the referral system and the care they received through the system.

Patient Satisfaction Survey
An Emergency Department Patient Satisfaction Survey is being conducted for a major hospital in Boston on an ongoing, monthly basis. The survey was initiated in 1996, and since that date, 15 patients have been interviewed every week for the past three years.

Awareness Survey
A Skin Cancer Survey was conducted by telephone in 1998 for a major university in Boston. In all, 375 telephone interviews were completed with a random sample of adult residents of Falmouth, Massachusetts. The purpose of the survey was to determine public awareness of the risks and skin cancer.

Member Satisfaction Survey
A semi-annual Member Satisfaction Survey has been conducted by telephone for a major health plan between 1993 and 1999. Approximately 1,300 members are interviewed for each survey. These surveys require substantial interviewing with minorities and foreign language respondents.

Data Processing
An on-going (1998 start) data processing initiative for a national diabetes center involving processing patient chart data for each of 14 affiliated centers.

Data Processing
A "Mammography Survey" was conducted with approximately 1,600 mammography patients for a school of public health and a large Boston area hospital. The initial survey with mammography patients was followed-up six months after the original interview in order to maximize the response rate.