IndiaFirst Life - leveraging technology, stretching creativity

Rushabh Gandhi, deputy CEO at IndiaFirst Life Insurance, traces the technology journey and the marketing strategy of the company:

- Mehul Dani

Mehul Dani: How has your digital strategy evolved in the current FY?

Rushabh Gandhi: Our digital strategy has strategically evolved and improved over the years to help us handle and manage data in different forms and types. Our digital focus includes business agility, enhanced and effective customer service, analytics-driven insights and decisions and secure and scalable systems ability. We have moved to a paperless, automated sales management process with seamless customer onboarding and fulfillment journey. We have ensured omnichannel experience across touchpoints for customer acquisition and retention. Today, we can service customer requests through traditional as well as digital touchpoints, such as intelligent IVR, chatbots, WhatsApp and mobile apps. We have capabilities to integrate and interact with different ecosystems based on business and data needs. Our infrastructure and system architecture are based on microservices, which provide reusability and flexibility to integrate and scale on demand.

Technology has always been an integral part of our processes and it continues to be the enabler. We are now focussing on AI and ML. We believe that AI is going to impact majority of processes right from prospecting to processing and servicing. We are keen on experimenting with IoT devices and big data and exploring voice analytics.

Please quantify the use of apps, digital platforms and describe usage patterns across the customer segments.