Case study · Insurance · Sales operations
Why were long sales calls ending without a sale?
A rare pattern in call transcripts revealed an eligibility issue being discovered too late, helping an insurer change its screening process.
The question
A Medicare supplement insurance provider was seeing lengthy sales calls that did not result in enrollment. These calls consumed substantial agent time and marketing spend, but analysis of landing pages, campaigns, geography, and other metadata had not explained why they failed.
What the analysis found
We analyzed a year of call transcripts alongside their metadata. Regression analysis identified a small group of failed calls containing brief discussions of union and veteran benefits.
The topics were infrequent and easy to miss in random call reviews. When shown the finding, the insurer’s leadership recognized the issue: callers with certain benefits were ineligible for some supplement plans. That was often being discovered after a long enrollment attempt.
What changed
The insurer moved eligibility screening earlier in its sales process. It also used the analysis to monitor for unqualified callers and refine its script, giving agents a way to identify the problem before investing time in an unsuccessful enrollment.