case study: microsoft dynamics-sud life

Insuring customer satisfaction with Microsoft Dynamics at Star Union Dai-ichi Life Insurance

Registered in 2008 Star Union Dai-ichi Life Insurance Company (SUD Life) is a JV between Bank of India, Union Bank of India and Dai-ichi Mutual Life Insurance Company.

For SUD Life, the key challenge was to put in place IT that was flexible to develop and deploy new applications quickly.

Early in the day SUD Life used a Call Management System (CMS) to track and manage customer queries.

This system however was restrictive with issues like

No access to transaction records, policy information or details when on call

No integration with the website or SMS for customer query

tracking

And manual process that led to

errors

“We spent a significant amount of time to service requests from any of these channels. The customer service team manually routed queries to the back office and the resolution took from two to three days.”

Sanjay Dhavalikar, Senior Vice President ─ Operations and Customer Service, Star Union Dai-ichi Life Insurance

To change the situation SUD Life along with Microsoft Gold Certified Partner, Tata Consultancy Services (TCS) selected Microsoft Dynamics CRM 2011 for their CMS system.

And extended it to all customer touch points like the contact center, branches offices, website, email and SMS portals to capture customer queries.

Assigning corresponding workflows to appropriate teams dealing with queries and complaints.

Integrating with the telephone infrastructure, and automatically assigning calls to free agents and throwing up the customer’s record on the agent’s desktop.

Making changes to customer records automatically and in real time by connecting to the central database of records.

And by connecting to the Integrated Grievance Management System (IGMS) agents could facilitate on-line registration of customer complaints and track current status.

With a renewed sense of customer-centricity, the company saw immense benefits, improving overall customer satisfaction.

Queries were now resolved almost instantly with all the customer information and history readily available.

Leading to increased efficiency with details like MIS reports, information about the kind of calls, type of service, issues etc.

Customers could call at the contact center, or use the login portal for self-service saving time, effort and visits to the branch office.

And as a result, of this new approach SUD Life has been successful in growing customer and increasing business.

“Prior to Dynamics CRM, it took days to resolve customer queries. Now queries are resolved almost instantaneously, thus reducing the TAT and improving the satisfaction level of customers.”

Manish Mimani, Assistant Vice President, Star Union Dai-ichi Life Insurance

Read in detail about SUD Life’s story

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