Enhancing customer experience is at the heart of Tata AIA Life Pvt. Ltd.’s (Tata AIA Life) efforts to foster customer satisfaction. With a view to reinforce its belief of ‘Making good happen’ for its customers and to provide the ‘Ease of doing business’ for them, the company has introduced a host of initiatives to improve its customer experience.
These initiatives include introduction of a service charter where the customers are promised pre-defined timelines to address proposal processing, service request, payout process, claim processing and grievance redressal. Addressing grievances is an important step in enhancing customer experience; it also provides valuable consumer insights, which can be used to boost customer satisfaction. Keeping this in mind, the company has devised a robust escalation matrix to help the customers manage their policies and connect with senior management of the company effectively in the time of major grievances.
The initiatives taken by Tata AIA Life in the area of claim settlement have translated into promising results. The organisation has registered an individual claim settlement ratio of 96.8 percent for FY15-16, which is one of the best in the private life insurance sector in India. This is an improvement from the previous year’s 94.5 percent. The Company has also gone the extra mile to ensure that all the claims received were decided by the end of the financial year, leaving no instance of an outstanding claim.
Amitabh Verma, Chief Operating Officer, Tata AIA Life Insurance, accredited the achievement to the company’s robust processes. He said, “Our focus on ‘Ease of doing business’ and creating value for customers has motivated us to reinvent our services time and again. Our bottom-up approach, armed with technology, helped us understand the needs of our customers and find best possible solution for them.”
Another one of Tata AIA Life’s initiatives that has enhanced customer experience is its timely settlement of death claims. As a policy, Tata AIA Life settles all death claims on policies that have been in force for three continuous years within eight working days from receipt of all claim documents. If it is delayed due to any reason, the company pays 6 percent interest per annum on the claim amount.
Tata AIA Life’s prudent risk management policies have ensured that it delivers on its promise to pay claims. Other than timely payment of claims, Tata AIA has also taken various measures to make the process easy and efficient. Claimants can contact Tata AIA, either through its helpline, or through emails letters and web site; or inform the respective branch about their claims. The Tata AIA claims team gets in touch with them to complete the documentation. The claimants can then track their claims online on Tata AIA’s website. In addition to this, regular SMS notifications are sent to the claimant about status of their claims. The company has the claim forms available in 11 regional languages to make the filing more convenient for the customer.
Recently the Company launched of two mobile applications– Good Solutions and Good Friend, to simplify the process of buying and selling insurance. The former, Good Solutions, is a pre-sales app equipped with features such as customer goal-setting, solution recommendation and policy. The latter, Good Friend, is a post-sales app with sections for individual advisors; contest & convention updates; renewal & commission details; policy level enquiries; new business details with stages; and multifunction contact options for calls, SMS and e-card (wishing customers).
To proactively address queries of the customers about their life insurance needs and to engage with them better, the company has introduced a special engagement programme called Face to Face. The customers are invited to their nearest Tata AIA Life branch on a pre-defined date every month through SMS and emails for the programme, which is organised in key branches across the country. The focus of this engagement activity is to update the customers about various services that help them in managing their policies effectively along with updating them about newly launched services.
These robust services that have been set in place by Tata AIA Life have helped the organisation maximise customer satisfaction thereby boosting customer experience for its patrons.
About Tata AIA Life
Tata AIA Life Insurance Company Limited (Tata AIA Life) is a joint venture company, formed by Tata Sons Ltd. and AIA Group Ltd. (AIA). Tata AIA Life combines Tata’s pre-eminent leadership position in India and AIA’s presence as the largest, independent listed pan-Asian life insurance group in the world spanning 18 markets in Asia Pacific.
Founded by Jamsetji Tata in 1868, the Tata group is a global enterprise, headquartered in India, comprising over 100 independent operating companies. The group operates in more than 100 countries across six continents, with a mission ‘To improve the quality of life of the communities we serve globally, through long-term stakeholder value creation based on Leadership with Trust’. Tata Sons is the principal investment holding company and promoter of Tata companies. Sixty-six percent of the equity share capital of Tata Sons is held by philanthropic trusts, which support education, health, livelihood generation and art and culture. In 2014-15, the revenue of Tata companies, taken together, was $108.78 billion. These companies collectively employ over 600,000 people. Each Tata company or enterprise operates independently under the guidance and supervision of its own board of directors and shareholders. There are 29 publicly-listed Tata enterprises with a combined market capitalisation of about $116.41 billion (as on March 31, 2016). Tata companies with significant scale include Tata Steel, Tata Motors, Tata Consultancy Services, Tata Power, Tata Chemicals, Tata Global Beverages, Tata Teleservices, Titan, Tata Communications and Indian Hotels.
AIA Group Limited and its subsidiaries (collectively “AIA” or the “Group”) comprise the largest independent publicly listed pan-Asian life insurance group. It has a presence in 18 markets in Asia-Pacific – wholly-owned branches and subsidiaries in Hong Kong, Thailand, Singapore, Malaysia, China, Korea, the Philippines, Australia, Indonesia, Taiwan, Vietnam, New Zealand, Macau, Brunei, a 97 per cent subsidiary in Sri Lanka, a 49 per cent joint venture in India and a representative office in Myanmar and Cambodia.
The business that is now AIA was first established in Shanghai almost a century ago. It is a market leader in the Asia-Pacific region (ex-Japan) based on life insurance premiums and holds leading positions across the majority of its markets. It had total assets of US$168 billion as of 30 November 2015.
AIA meets the long-term savings and protection needs of individuals by offering a range of products and services including life insurance, accident and health insurance and savings plans. The Group also provides employee benefits, credit life and pension services to corporate clients. Through an extensive network of agents, partners and employees across Asia-Pacific, AIA serves the holders of more than 29 million individual policies and over 16 million participating members of group insurance schemes.
AIA Group Limited is listed on the Main Board of The Stock Exchange of Hong Kong Limited under the stock code “1299” with American Depositary Receipts (Level 1) traded on the over-the-counter market (ticker symbol: “AAGIY”).
- Tata AIA Life Insurance Company Limited (IRDA of India Regn. No. 110)
CIN U66010MH2000PLC128403;registered and corporate address: 14th Floor, Tower A, Peninsula Business Park, Senapati Bapat Marg, Lower Parel, Mumbai – 400 013
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