John Hancock Financial Services - Service Sales Video
Company: John Hancock Financial Services, Boston, MA
Company Description: John Hancock's core retail products in the U.S. focus on providing financial solutions at every stage of our clients' lives. Our product suite includes life insurance, mutual funds, 401(k) plans, long-term care insurance, and annuities. We distribute our products primarily through licensed financial advisors, and through John Hancock Financial Network, a national network of independent firms.
Nomination Category: Video Categories
Nomination Sub Category: Sales: Service Sales
Nomination Title: Enhancing the customer experience through videos
The date on which this nominated production was first distributed or otherwise made public:
The John Hancock Business Communications team supports our business partners by engineering internal and external communications to share, as well as promoting company information to its associates and customers. The team operates out of Boston, MA, and Portsmouth, NH. In 2017, we collaborated with the Shared Services Contact Center in developing a series of YouTube videos that have significantly improved our customers’ experience in completing our service forms, opening encrypted emails and attachments, and settling an annuity claim. These videos are accessible 24/7 in a centralized location on YouTube under the John Hancock Annuities Customer Support playlist.
As a service provider, John Hancock continuously seeks innovative methods to engage customers. The purpose behind the video series was twofold: provide an additional type of support for customers looking for self-service and, round the clock support as well as offer our customer service representatives (CSR) a new tool to interact with customers.
Determining which forms to focus on was simple due to the teams’ disciplined approach to monthly operational reviews. Through these in-depth monthly meetings, each of the almost sixty operations teams reviews their metrics and service levels, and any positive or negative trends they are detecting. Careful attention is paid to issues creating not-in-good-order paperwork by our customers, because it delays fulfilling their request, and it creates additional work for our operations teams. When forms are found to be the issue, the first approach is to amend the areas that create difficulty however, some forms have legal language or requirements that cannot be altered, therefore, become ideal candidates for a video.
The Communications team, aware of the key problems customers experienced, began by creating a script. Scripts are reviewed by multiple stakeholders including Customer Service Representatives; Operations, Mail and Indexing processors; Legal, Compliance and Product management. Each stakeholder provides feedback on how to make the video as helpful as possible – including examples of what and what not to do when completing the form. Upon script approval by the Compliance team, the Communications team built a storyboard in which the script is matched with key visual elements. This comprehensive document describes techniques such as magnifying text or providing sample content to assist the viewer. Once this document is final, it is reviewed again by stakeholders to ensure key points are covered.
At this point, the Communications team coordinates the talent to make the video assets. John Hancock is fortunate to have part-time actors employed in the Operations area. These individuals are adept with financial language, as well as capable of delivering high-quality voiceovers and acting, making the creative process very efficient. Once a final video is ready, it’s sent to our Social Media Compliance team for final review and approved before it’s posted to YouTube. Links to the video are placed in a variety of places including websites and in email templates for CSRs to use with customers.
Selecting YouTube as a platform was important and based on specific factors. It provides an optimized viewing experience regardless of a viewer’s device or browser; it captures robust metrics such as how long viewers watched a video and the type of device used to view it; and it provides a closed caption option for anyone who would like the information but cannot use the sound.
Due to tight controls and awareness of our expenses, we are able to easily define a break-even cost point for videos. This isn’t the only success metric, but it’s a meaningful one. Using the number of views, we can estimate the number of calls to CSRs the videos alleviated, as well as use that volume multiplied by the cost per call to show our break-even point for producing the videos. In most cases, we break even the first month a video launches. These videos have been a win-win for our customers and those that service them!
Briefly describe this entry’s communications objectives and how it met those objectives (up to 200 words):
-Accessible on JHAnnuities.com and Corporate website form pages.
-Reduced Not-in-good order customer submissions on high volume forms.
-Contributed to a 15% reduction in call volumes from prior year.
-Offers 24/7 access to form assistance.
-Provides CSRs with innovative method to interact with customers.
-Decreases settlement time with submission of forms in good order so customers receive payment more quickly.
-YouTube metrics provide insight in how long customers watch videos.
-YouTube captures feedback so a customer can tell us if they find an issue or have trouble with information in video.
-The YouTube platform is browser and device agnostic so the user experience is maximized and not dependent on applications other than a browser.
-Customer support remains the primary goal with the 1-800 service number included boldly in the video.
List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City.
-Rebecca Anderson, Sr. Director, Communications, Training & Strategy
-Sandra Hill-Lynch, Account Manager, Business Communications
-Mai Lee, Sr. Account Manager, Business Communications
-Sarah Hickey, Account Coordinator, Business Communications
-Joanne Conroy, Account Director, Business Communications
-Cheryl Matthews, Account Manager, Business Communication