How can we explain the sudden 30% decrease in customer satisfaction scores for Unum's online portal for submitting long-term care insurance claims?

Introduction

A sudden 30% decrease in customer satisfaction scores for Unum's online portal for submitting long-term care insurance claims is a critical issue that demands immediate attention. This significant drop could have far-reaching consequences for customer retention, brand reputation, and ultimately, the company's bottom line. To address this problem effectively, we'll employ a systematic approach to identify, validate, and resolve the root cause while considering both short-term fixes and long-term strategic implications.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might have been a recent update to the portal. Has there been any significant change or update to the online claims submission system in the past month?

Why it matters: Recent changes often correlate with sudden shifts in user satisfaction. Expected answer: Yes, there was a system update two weeks ago. Impact on approach: If confirmed, we'd focus on post-update issues and potential rollback strategies.

• Considering the magnitude of the decrease, I'm wondering about the sample size. How many customer responses are we basing this 30% decrease on, and is it consistent across different user segments?

Why it matters: Ensures the data is statistically significant and representative. Expected answer: Based on 1000+ responses, consistent across segments. Impact on approach: If inconsistent, we'd dive deeper into affected segments.

• Given the nature of long-term care claims, I'm curious about the demographic shift. Has there been any notable change in the age or tech-savviness of users submitting claims recently?

Why it matters: Different user groups may have varying levels of comfort with online systems. Expected answer: No significant demographic shifts noted. Impact on approach: If shifts are observed, we'd tailor solutions to specific user needs.

• Thinking about external factors, I'm considering industry trends. Have there been any recent regulatory changes or industry-wide issues affecting long-term care insurance claims?

Why it matters: External factors could explain satisfaction drops across the industry. Expected answer: No major industry changes reported. Impact on approach: If industry-wide issues exist, we'd benchmark against competitors.