Our spring 2025 renewal pilot invited 7,600 policyholders to use a redesigned online service. The initial business case anticipated that most would complete digitally and treated telephone and posted responses as residual demand. Operations colleagues warned that the remaining work would still need careful handling, particularly where someone changed channel after starting online. The risk was a budget that counted the digital improvement while quietly removing the capacity needed for everyone else.
I supported an explicit assisted-service provision of USD540,000, retaining the capacity of eight colleagues through the pilot period. The programme sponsor challenged the cost because it made the digital business case less impressive. My response was that the insurer still owed a coherent renewal service to those members. A lower cost per online completion would not answer whether the whole renewal population had been served.
Technology and operations designed a shared record of the member's request, details already provided and the next responsible colleague. We tested handovers from the web form into a telephone conversation and from a posted instruction into the service queue. Product and legal specialists retained responsibility for the renewal communication and its terms. My team concentrated on preventing repeated questions and contradictory status messages when the channel changed.
Of the invited population, 6,100 completed through the online route and 1,500 used telephone or post. Those figures described completed renewals in the pilot; they did not establish why each person preferred a channel or prove that digital access had improved for every group. The assisted provision remained a real cost. We used the split to plan staffing and examine avoidable handover work, rather than classifying the 1,500 members as a failed conversion opportunity.
I would collect better evidence about channel changes at the start of another pilot. We knew the final route more reliably than the reason somebody left the first one, and that limited which design changes we could justify.