RP Sanjiv Goenka Group

UK motor and household insurer achieves $12M in cost savings with customer service transformation

The Challenge: Evolve customer service operations while improving all-round performance

The client is one of the leading general insurance brands in the UK, covering over four million customers across motor, household, travel, and pet insurance.

Their goals for customer service operations are to:

  • Achieve high CSAT scores through outstanding customer service
  • Keep costs low
  • Provide customers with a range of digital channels
  • Be able to scale different teams up and down in response to business requirements

The Solution: Outsourced customer service that is constantly evolving

The client’s relationship with Firstsource, spanning 20 years, has evolved over time in sync with changing customer and market needs. It began with just voice and expanded to include email and webchat. The client has a right-shore model, using in-house onshore teams for voice sales, claims and retentions, and a combination of outsourced and in-house offshore teams for service, back office processing and webchat sales. This blended approach gives them flexibility, cost effectiveness and performance benchmarking with Firstsource as their sole outsourcing provider.

The current service is a Digital Customer Experience (CX) Hub in India with:

  • 120 FTEs handling webchat, email policy administration and customer service during the policy term
  • 30 FTEs providing webchat support for new policy set-up and servicing, and assistance with online blocks related to claims, licence number, payment processing and policy activation
  • 10 FTEs performing back-office processing activities such as future date policy cancellation and document management such as no claim bonus, address changes, policy rectification and telematics policy servicing

“We have enjoyed a successful partnership with Firstsource over many years. They have worked hard to support the growth of our business and regularly review the value they can add.”

– Client Customer Service Director

The results: Improved efficiency and customer experience

Over the course of the 20-year relationship, Firstsource helped the client:

  • Scale up and down to meet their business needs
  • Adapt digitally to introduce omnichannel communication and respond to changing customer needs
  • Create cost-efficient, quality service to benchmark their in-house activities

Specific results over the years have included:

  • $12M cost savings over three years
  • 30% reduction in cost per call through improved workforce management and cross-training
  • 22% higher cross-sales for add-on products compared with in-house teams
  • 50% improvement in CSAT
  • 95% of associates working at home within one week in response to 2020 lockdown

“Firstsource’s ability to handle complex business initiatives in
accelerated timelines and yet be flexible has been demonstrated time and again.”

– Client Outsourcing Manager

Business impact


cost savings


improvement in CSAT


higher add-on sales


year relationship


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