Saga Improving the Customer Experience by Fusing Paper and Digital Image credit - addesia from PixabayEASY SOFTWARE’s Michael Reiserer shows how digital and paper processes can mesh together without compromising performance

Whether B2B or B2C, digitisation is working its transformational magic in every industry. Those who want to hold their own against the competition must switch to adaptable, agile and digital processes. In a recent study, it was shown that companies are clearly aware of what is at risk if they do not maintain progress with digitisation. Almost half (47%) of managers admit it could negatively affect their efficiency. More than four in ten feel it would put them at a competitive disadvantage, e.g. negatively impacting their ability to expand, embrace new markets, and attract and retain customers. Lastly, a third (36%) believe it would affect stakeholder relationships detrimentally. 31% also expect that it would result in a poor customer experience.

For those very good reasons, organisations believe their business is at risk if it doesn’t adopt digitisation. Saga, famous for providing holidays and insurance products tailored to the over-50s, is very much committed to a digital way of working — but the firm is also simultaneously committed to making paper and digital processes work in harmony in order to fit the needs of its older demographic, and to increase customer service.

Digital success

Saga’s back office has been highly digitised for quite some time. As a result, an impressive 90% of incoming mail gets scanned, prepared and directed to where it is needed in the business without physical paper ever being involved. This gives any authorised user at any location instant access to its contents.

Having the right software lays the foundation for digital business processes, and at Saga that functionality is delivered by Document Management (DM). The company’s Customer Data Quality Assurance & Capture Systems Manager, Marina Uden states: “With the exception of certain confidential items and any junk mail, everything is captured and filed electronically.”

That definitely improves efficiency, and, she adds: “Having everything available electronically means people anywhere can find it quickly, nothing gets lost, and we’re not at risk of breaching confidentiality.

Customer delight through DM technology

That electronic availability really matters, Uden says. Whether the business is processing motor insurance claims, completing holiday bookings, or following up on customer feedback, speed and efficiency make the difference between a good customer experience and a bad one.

That’s even more the case in its cruise business (the group’s first ocean-going ship was launched in 2019, a second is currently being completed, and there are plans for a river cruiser to follow). In this scenario, the in-house document management system means ship designs and drawings can be shared readily between operations in its manufacturing partner in Germany, and Saga’s main offices in Kent.

The ability to bridge distance comes into its own from a customer feedback perspective. “In the insurance business, our speed of information access has a direct impact on the customer experience; for example, if staff need to go back and look at what the customer told us at any point, our teams can call up that information instantly, enabling them to move things along swiftly,” Uden points out. “And with the new Saga cruise ships, we’re very keen to get the experience right.”

As Saga holidaymakers complete a trip, they are encouraged to fill in a feedback form which provides the company with a chance to keep improving the customer experience. Here, paper has a definite point; Saga’s customers like a paper form, as they’ve told Saga it’s a more immediate and inclusive approach compared to reliance on feedback online.

Three-hour turnaround

Even better, Saga loses no time at all feeding this information through to operational teams, thanks to the DMS. “If we scan the questionnaires in the morning, teams can access the comments by noon, which means any issues can be corrected while the ship is still in dock,” Uden confirms. “A three-hour turnaround, which is incredible for any business.”

For this major UK brand, speed of information access is having a direct, bottom-line impact on customer experience. It is also reducing the chance of delays in the event of a claim. Saga has truly made this digital-paper marriage work.

EASY-Software-LogoEASY SOFTWARE, founded in 1990 and listed on the Frankfurt Stock Exchange, is Europe’s foremost provider of integrated document management technologies. With more than 12,800 customers worldwide, global and local companies alike now rely on EASY’s comprehensive suite of scalable document technologies to automate business processes, improve productivity and boost efficiency, as well as meet increasing regulatory requirements.


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