ICTA Nomination: RSA Uses Technology To Provide Leading-Edge Support To Brokers

2015 ICTA Nomination.   Technology by LivePerson Inc.

As part of RSA’s continuous improvement of our broker experience, multiple teams within RSA came together to deliver a new feature for our Personal Insurance brokers that had not existed in the intermediated P&C insurance space in the past. Our web agents currently provide service to our brokers who use WebBusiness to ensure they receive front-line support when processing in WebBusiness (answering questions on how to use the portal, technical support questions on our broker tools, and directing brokers to the right area of RSA).

The service this team provides was a great area of opportunity for us to enhance how our brokers do business with us. Web chat was identified as a new technology that was successfully used in other consumer-facing websites that would augment how we service our brokers, thus improving overall service and potentially reducing call/email volumes for simple requests.

LivePerson was selected as the vendor of choice and they worked with our eBusiness team, Broker Tools team, and the web agent team to integrate the LivePerson technology with WebBusiness. Because the LivePerson technology works essentially off the shelf with minimal configuration, we were able to start piloting this capability within 2-3 months. The pilot began in Q1 2014 with minimal communications to brokers as a way to test the functionality and test the new operating model for the agents.

Growth in the use of the chat tool has been steady; benefits have accrued to both RSA and the brokers who use it, with further opportunities to increase chat usage as our agents are able to service multiple brokers at once. At the same time we are seeing the percent of chats relative to calls go up as well as more brokers embrace chat.

Below are a couple of broker feedback statements that have been given based on their Live Chat experience:

  • “Live chat was easy and quick. I always get great service from the RSA Web Team!”
  • “Live chat was very easy to use. We were able to communicate the problem and the representative explained all that was needed. I really like this new method!”


Surveys of brokers who use the chat service have found a very high satisfaction rate with the service, and a preference to use that technology to contact support. It has proved to be a good extension to the traditional web services available to the broker community as RSA becomes increasingly digital.

About RSA Canada

RSA Canada is Canada’s third largest property & casualty insurance company, with the broadest national personal and commercial lines proposition. For more information, visit www.rsagroup.ca.