Six Sigma Case Study: Improving Online Retirement Enrollment

Savings of $78,000 the first year!

Employees can enroll for their retirement benefits online. The online enrollment process is used to sign up participants for accessing to their retirement accounts. It has been an ineffective process since implementation in May, 2000.  The abandonment rate is too high, and an analysis of the problem was undertaken, with the goal of identifying and remedying key bottlenecks that hamper the process.

Over 80% of users abandon the enrollment process. Failure in the area drives 4,000 people annually to contact a Customer Service Representative to be enrolled manually. The financial impact of manual enrollment adds an additional $100,000 in call center costs.

This Six Sigma project uncovered several factors contributing to a high abandonment rate:

• The customer was not prepared to answer some of the information that was requested.
• The help system was inadequate and needed additional documentation and examples to provide greater clarity what customers needed to do to complete each step.
• Interface design issues created user confusion with inconsistent layout, unclear directions, and ambiguous labels, all which needed standardization and simplification
• The order of the enrollment process resulted in losing customer contact information when the process was abandoned.

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The project addressed the causes of abandonment by adding the following corrective actions.

• “Before you begin, this is what you need” text added on start page, listing all the information a customer needs to complete the online process.
• A dropdown menu listing all employer IDs was added to the employer information page.
• The HELP section was expanded with more detailed information and examples.
• Customer contact information was moved to the beginning of the process.

It was demonstrated that by addressing these key factors, successful online enrollments increased from 20% to nearly 80%. The project resulted in a savings of $78,000 the first year.