In this session, Risa Lovell will share a case study that presents a deep dive into how her contact center at Farm Bureau Insurance of Michigan uses tools like journey mapping and qualitative analysis to eliminate friction from the customer experience. Learn how her team examines processes from the customer's perspective, how they utilize qualitative and quantitative data to uncover the what, how, and why behind customer motivations, and how doing all of this has increased employee satisfaction and retention. You'll also learn how incorporating AI and automation has increased productivity, allowing team members to focus even more fully on customers vs. processes and transactions.