Analyzing customer interactions at the Dutch Employee Insurance Agency

Abstract

This paper examines the interactions between clients of the Dutch Employee Insurance Agency UWV and their website werk.nl. The interactions taken into account are visits to the website, messages sent, questions asked and complaints filed. The analysis includes a characterization of clients based on their demographic aspects as well as their behaviour. The study further creates an understanding of how people use the website and points out why clients move to more expensive channels, such as messages and questions, or why clients file a complaint. The insights suggest possible ways to improve the website and thereby avoid clients switching to other channels, eventually improving both the client-experience and the cost-effectiveness of UWV’s operations.