Bharti AXA Life, which completes 15 years of activity this month, embarked on an ambitious digital transformation journey during fiscal year 2020-21 by launching 7 new digital platforms for its sales representatives, distributors and clients. With the launch of these, the company has completely digitized its sales operations to meet the demands of an ever-changing customer with 100% adoption among frontline sales managers. Bharti AXA Life Insurance recently unveiled its revamped website with an improved and intuitive customer experience. Through these initiatives, the company offers a first futuristic digital experience to its prospects and customers.
Digital transformation is a key business driver in the organization’s growth plan to become one of the leading life insurance companies in India. Digital transformation initiatives include the launch of applications such as M-Sell, M-Customer and M-Life, the launch of data-driven initiatives – Data Lakes and Customer 360, as well as the redesign of the website of the company. The organization launched M-Smart, an award-winning and efficient digital solution to support its direct sales force, including agents and distributors, for better lead management, customer onboarding and to provide efficient services to their clients. The company succeeded in reducing customer complaints by 39% and is on track to further improve its Net Promoter Score (NPS) by more than 50% in fiscal year 22. The Direct to Consumer channel was created l ‘last year and has grown considerably. Overall, Bharti AXA Life achieved a tremendous 7x growth in digital sales in fiscal year 2020-21.
Commenting on the company’s new digital initiatives, Mr. Parag Raja, Managing Director and CEO, Bharti AXA Life Insurance, said: “The new standard has accelerated a paradigm shift in the way consumers interact and deal with them. brands. Therefore, we have identified digital transformation as an essential component of our business strategy that would play an indispensable role in accelerating our growth. Therefore, Bharti AXA Life created a robust digital ecosystem encompassing multiple solutions that would deliver substantial value to our clients. With these digital offerings, we continue to demonstrate our commitment to our customers and continue our mission to inspire them to #DoTheSmartThing ”.
With the launch of 7 new digital platforms, Bharti AXA Life has focused on innovation to meet the needs of a digital savvy customer. The M-Customer app is an important step in the organization’s efforts to consistently deliver customer enjoyment. This application allows customers to be boarded smoothly. Customers can digitally resolve their queries, which have become essential during the new normal.
Bharti AXA Life Insurance has also redesigned its website to deliver a superior customer experience. This website provides a smooth and fluid interface that makes it easy for visitors to navigate and explore. It includes an interactive section on getting answers to “life’s big questions” such as financial security, retirement, debt freedom, and child rearing. Information on multiple aspects was provided in a conversational and easy-to-understand manner. Customers can use this website as an effective tool to achieve their financial planning goals. The website also has a “Learn & Be Smart” section, which is a one-stop destination to learn more about life insurance. The section includes videos, guides, articles and more to help clients make informed decisions before purchasing a life insurance plan. The website further provides seamless, hassle-free and engaging experiences for customers in the inquiry, purchase and complaint resolution processes, thereby improving the overall customer journey.
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