Santa Lucía Insurance won a silver award in the Re-imagining the Customer Experience category of the Qorus Innovation in Insurance Awards 2024. Qorus’ Boris Plantier chats with Javier Casado, Head of Customer Experience, Products, Data Science, and CVC at Santa Lucía Group, about their amazing customer sentiment detection project and their win.
Can you introduce yourself and tell us more about your role at Santa Lucía Insurance?
I am Javier Casado, Head of Customer Experience, Products, Data Science, and CVC at Santa Lucía Group. My work is dedicated to improving people's lives by designing new customer experiences, business models, products and services. I have worked in sectors such as consumer goods, retail, travel & transportation, technology, and now insurance – a sector undergoing significant transformation – with Santa Lucía, a solid and innovative company with an exciting project and a top-notch team. I believe in humanity, technology and responsible businesses.
What made you most proud of the customer sentiment detection project? What was your greatest achievement in making it happen?
We are incredibly proud of how the customer sentiment detection project has transformed our approach to customer experience. The most significant achievement has been implementing a pioneering system in the insurance sector that allows us to capture, analyze and respond to customer feedback in real time. This project has not only enhanced our ability to understand our customers' needs and sentiments but also enabled us to take immediate action to improve their experience. The dedication and collaboration of our teams, coupled with the innovative use of AI and analytics, have been key to the project's success.
What’s the most important thing you would tell someone considering embarking on a similar project?
For anyone considering a similar project, the most important piece of advice is to ensure that your initiative is actionable. Capturing customer feedback is only valuable if it leads to tangible improvements. Invest in technology that allows for real-time analysis and response, and foster a company culture that values customer insights. It’s crucial to have a clear strategy and the right partners who can support your goals and provide the necessary tools for implementation.
What's coming next for the customer sentiment detection project?
The next steps for our customer sentiment detection project include expanding our capabilities in predictive analytics and further integrating AI to anticipate customer needs and issues before they arise. We are developing models in predictive analytics and behavioral economics to better understand and predict customer behavior. We also plan to enhance our real-time response mechanisms and continue refining our processes to provide even more personalized and proactive customer service. Additionally, we aim to extend our model to new channels and touchpoints, including virtual assistants, ensuring a seamless and comprehensive customer experience across all interactions.
What would you say to companies that might consider entering the 2025 Insurance Innovation Awards?
Participating in the Insurance Innovation Awards is an excellent opportunity to showcase your innovative projects and gain recognition in the industry. It encourages you to push the boundaries of what’s possible and to strive for excellence in serving your customers. The process itself is highly rewarding, offering valuable insights and inspiration from other industry leaders. I highly recommend taking part and sharing your achievements.
What does this award mean to you and your innovation team?
As a company with over 100 years of history, this award is a significant recognition of Santa Lucía’s commitment to putting innovation at the service of our customers, staying at the forefront, and delivering exceptional service. Since our origins, our purpose has been to be ‘people who care for people’, and this project is the best representation of that mission. This award validates the hard work and dedication of our entire team, who have been key in bringing this project to life. It motivates us to keep innovating and setting new standards in the industry. We hope to see you next year to share even more advancements.
You can already submit your innovative projects for the 2025 edition here
