Ceylinco Life Insurance (CLI) Elevating Policyholder Loyalty with Automated Service & Premium Clubs

• Client: Ceylinco Life Insurance (CLI)
• Industry: Insurance
• Solution: Service Automation, Customer Loyalty Management, Document Management Integration

Executive Summary

Ceylinco Life Insurance partnered with SimpleWorks to overcome the challenges of fragmented customer data and manual case management. By implementing a comprehensive CRM integrated with Life Asia and Omni-Docs, the company automated its service workflows and launched a unique Premium Club System to recognize and reward loyal customers based on their contributions.

The Challenge

Operational inefficiencies and disconnected systems were preventing CLI from delivering a seamless customer experience. The key challenges included:

• Inefficient Case Management: A lack of automated workflows led to manual processing, causing delays and inconsistencies in service delivery.
• Fragmented Data: Customer information was scattered across multiple systems, resulting in operational inefficiencies and a disjointed view of the policyholder.
• Limited Integration: Existing systems like Life Asia and customer service portals were not communicating effectively, creating data silos.

The SimpleWorks Solution

SimpleWorks deployed a robust, integrated CRM solution designed to centralize data and automate loyalty:

• Comprehensive CRM System: Implemented modules specifically for case management, policy tracking, and customer management.
• 360-Degree Customer View: created a unified interface for accessing all client data, including detailed policy and benefit information.
• Robust SLA Workflows: Designed automated workflows for case creation and escalation to ensure timely resolutions.

Transformation Achieved

The digital transformation resulted in streamlined operations and enhanced customer engagement:

• Automated Case Management: Significantly reduced manual intervention by automating ticket creation from IVR, chatbots, and email.
• Improved Customer Insights: Centralized all client information into a single 360-degree view, empowering agents with instant context.
• Efficient SLA Workflows: Automated task assignments and escalations now ensure every case is resolved within the agreed timeframe.
• Seamless Integrations: Achieved real-time data exchange by integrating with Life Asia, Omni-Docs, and other core systems.
• Enhanced Productivity: Eliminated repetitive manual tasks through streamlined digital workflows.
• Data Consistency: Maintained uniform policy and customer data across all platforms, reducing errors.
• Customer Experience Enhancement: Improved transparency with automated notifications for case creation, updates, and closures.

Project Highlight: Loyalty Innovation

The Premium Club System: A unique feature of this implementation was the creation of a Premium Club System. This automated logic categorizes customers into Platinum, Gold, and Silver tiers based on their contributions, directly enhancing customer loyalty and engagement strategies.

Technical Integrations

To ensure a fully connected enterprise, SimpleWorks integrated with:

• Life Asia DB (for client, policy, and claims information)
• Omni-Docs (for document management and retrieval)
• Ceylinco Self-Service Portal (for customer-initiated cases)
• SMS Gateway & CTI (for communications)
• Data Warehouse

Noteworthy

Implemented a Premium Club System categorizing customers (Platinum, Gold, and Silver) based on contributions, enhancing loyalty and engagement.