Beneva + SOM + Qualtrics
Beneva + SOM + Qualtrics
Inner-loop service recovery solves the customer problem in front of you. It doesn't solve the systemic pattern behind it. With one of Canada's most mature voice-of-customer programs, Beneva already had the listening infrastructure to spot those patterns — what it needed was a way to route them to the cross-functional teams that could close them for good.
80+
systemic issues elevated and triaged in the pilot period
~40
improvement initiatives launched across business units
200+
users trained across business units
From inner-loop fixes to systemic, cross-functional action
Beneva, Canada's largest mutual insurance company, had built one of the most mature voice-of-customer programs in Canadian insurance — over 40 surveys, 617,000+ completed surveys, and a closed-loop system reaching more than 23,500 members across nearly 4 million annual customer interactions. The inner loop was working. But systemic issues — those spanning claims, underwriting, service and multiple insurance disciplines — needed something the existing program wasn't built for: cross-functional ownership, structured triage, and a single source of truth. With incentive plans set to incorporate Outer Loop tracking, the current solutions, which varied from one department to another, were no longer viable.
Operationalizing Outer Loop with Bain & Company on Qualtrics
Beneva partnered with SOM and Qualtrics to pilot Bain & Company's NPS Outer Loop Actions, built natively on the Qualtrics XM platform. SOM — already embedded in Beneva's CX program since 2021, when it recommended Beneva migrate from SOM's own proprietary platform onto Qualtrics — is one of the very few Qualtrics partners authorized to implement the Bain Outer Loop solution. Across a six-week pilot, SOM trained 17 champions across four business units, configured elevation mapping and triage workflows, and delivered every workshop, demo, and stakeholder conversation. In parallel, Beneva piloted Qualtrics AI capabilities — Conversational Feedback and Insight Explorer — to scale theme analysis on member feedback, with both formally recommended for full enterprise deployment.
Customer issues in insurance often span multiple departments—claims, underwriting, service teams. Outer Loop Actions by Bain helps us identify recurring experience gaps and route them to the right teams for enterprise-wide resolution, moving us from reactive problem-solving to proactive experience design.
Jasmin Thibault
CX Director and Qualtrics sponsor
Beneva
About Beneva
Beneva is the Canada's largest mutual insurance company, with 3.8 million members and over 6,500 employees dedicated to protecting people. Its caring approach founded on human values and shared by its employees is anchored in its mutualist roots. Created by the coming together of La Capitale and SSQ Insurance in 2020, the company consolidated its pan-Canadian presence through its merger with Gore Mutual in 2026. With $30.3 billion in combined assets, it stands out for its diverse offerings in Group Insurance, Property and Casualty Insurance as well as Individual Insurance and Financial Services. Its head office is located in Quebec City.
Industry
Financial Services Organization Size
Enterprise
Region
AMER