Page 31 - Insurance Times December 2015 SAMPLE

3. Enhanced Quality Monitoring and management: Customer integration Management will integrate all the
Ensure professional levels of control for quality activities and data of the company so that it simplifies the
assurance and consistency, and witness integration to functions of the organization thus delivering services to
help optimize workforce performance and quality as customers expeditiously and efficiently.
the Contact center managers need to ensure messages
are consistently delivered and questions are answered Life Insurance Corporation of India (LIC) is Rupees 5,00,000
correctly and appropriately. Crore public sector enterprise as total assets. LIC has
approximately 1.5 million agents across the country, and it
4. Provides the widest platform support tailored to meet services approximately 200 million policy holders. LIC's
the IT requirements of both enterprises and mid- operations span the length and breadth of the nation
market companies. through seven zonal offices, more than 120 divisional
offices, and more than 2,500 branch offices.
Customer integration management
The basic need felt by LIC is servicing so many customers
Attaining higher levels of customer delight, increasing the across the country that is quite a challenging task, and LIC
speed and efficiency in the product development process, wanted to improve customer services through the initiatives
and increasing profits have led to the development of on the effective implementation for :-
Customer integration management. Industry analysts have 1. Streamlining processes.
identified the "foundational problem of CRM projects" as
bad customer data. 2. Making policies detail more accessible to customers.

Customer integration Management helps insurers solve the 3. Reduce costs on travel and intra-office communications.

foundational problem by providing CRM applications and all 4. Effective implementation of grievance redresses
front office channels with the authoritative single view of
procedure.
the customer, as well as business processes for maintaining

the customer data that are shared across the front and back 5. To manage an analytical feedback from the customers

office. in regard to service quality, desired improvements and

potential.

It is a real-time service-oriented application that manages

customer centric business processes and transactions, while 6. To generate innovative methods / steps to improve the

persisting "new" enterprise customer knowledge and quality service.

processes, such as interaction history, event notifications, 7. Customized Targeting of the customer.
privacy and data entitlement rules, customer relationships

(households), and customer value profiles. 8. Data Integration at one place which is accessed by all.

CRM of Divisional Offices of LIC

Call Center Executive Develop Customer Satisfaction l Complaint Cell
Index l Respective HODs
l To receive calls l Standing Committee
l To follow up with l Driving Branch CRM machinery l Processing Papers put up to
review.
respective office. CRM in division
l To make MIS of data l Diagnosis-Pareto's Law. l Customer education and
l Web based GRM l Follow up action plan
l Preparing MIS Meets
l Education and Training l Customer research & Survey
l Preparation of Divisional MIS l Time lag study
l Branch Visit

The Insurance Times, December 2015 27

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