The case study “TATA AIA Life Leverages Digital Technologies to Create a Superior Customer Experience” discusses the different digital initiatives undertaken by Tata AIA Life Insurance Company Limited (Tata AIA Life) and their impact on the company’s business operations. The case study describes the various technologies adopted by Tata AIA Life to simplify the sales procedure and increase sales. The initiatives included equipping sales agents with smartphones and tablets, providing user-friendly mobile applications to customers that enabled them to access and download information and upload documents from their smartphones, implementing the Video Post Sales Calling (PSC) procedure to prevent mis-selling by agents, and deploying predictive tools to identify high-risk policies.
Next, the case study takes the reader through the different digital technologies adopted by Tata AIA Life to simplify various post-sales services and processes such as customer service operations, redressal of customer grievances through the adoption and improvement of the Net Promoter Score (NPS) metric, timely payment of insurance premiums, as well as cross-selling and up-selling. Readers are then briefed on the non-digital initiatives and the special business continuity plan that was executed during the Covid-19 lockdown in India to ensure seamless customer services and sales during the unprecedented scenario. The case study ends with a brief description of Tata AIA Life’s plans to digitize more internal business operations such as data management platforms as well as external business operations such as electronic standing instructions.
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The case is structured to achieve the following teaching objectives:
Understand the role of digital technologies in building long-term loyalty relationships with customers.
Understand the importance of total customer satisfaction and the metric that is commonly used for monitoring and measuring it.
Learn the importance of service quality in customer satisfaction.
Learn how company operations can be improved using data from customer feedback and analyzing them.
Become aware of the use of digitization to help in the sales process in the Indian insurance industry.
Customer Satisfaction; Service Quality; Self-Service Technologies; Paperless Insurance; Predictive Analytics in Customer Profiling; Sales Management; Digital Marketing; Service Delivery; Customer Value; Digitization of services; Digitization of operations