Customer Centric Culture @ Shriram Life

Banking Frontiers|January 2020

Customer Centric Culture @ Shriram Life
Shriram Life Insurance Co has plans to deepen its penetration and have its sales managers, enabled with technology support, at block level pan India:

Shriram Life Insurance Company recently bagged the ‘Active Customer Engagement Award – 2019’ based on at the ‘CII Award for Customer Obsession - 2019’. Manoj Kumar Jain, MD of the company, says multi-lingual communications, pictorial representation, salesforce app, quick settlement, video interaction and self-service website had all contributed to the company receiving this award.

Customer communication has been an important focus area for Shriram Life Insurance. The predominant modes of communication are letters, emails, SMS and voice calls. Jain explains: “We ensure that the customer is informed at all stages of the customer journey like policy document delivery, policy servicing request status, grievance status, different stages of renewal, claim registration, claim settlement, post claim settlement etc. Additionally, we are also working on implementing WhatsApp communication and chatbot.”

FOCUS ON COMMUNICATIONS

The company has multi-lingual communications, which is a rare feature. “We have created a multilingual communication platform for our customers to understand our products, our services and other details in his/her own language,” says Jain. The proposal form is available in regional languages. The form is simplified to the maximum possible extent and has been translated into 9 languages (Hindi, Telugu, Tamil, Marathi, Oriya, Bengali, Guajarati, Kannada, Malayalam). “Since the accuracy of details entered in a proposal form is critical to the insurance policy, it is very important that the customer understands the complete proposal form before he fills in all the details,” says Jain.

The company has also invested in vernacular call centers and hires agents and sales persons from the same areas where the call centers are located.

PICTORIAL REPRESEnTATIOn

Jain connects to the popular adage ‘A picture speaks a thousand words’ and says: “For the purpose of creating customer-connect, we have designed pictorial representations of our best-selling plans, which is a unique initiative in the life insurance industry. Our policy servicing and claim forms are simplified and bilingual. Along with English, we have regional language translations available in the forms, so that our customer segment can comprehend the forms easily,” he says

ENHANCING EXPERIENCE

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January 2020