INSURANCE·SERVICE CRM·January 18, 2026

Prudential Life Insurance Ghana — Optimizing Service with Integrated CRM & Feedback Loops

Prudential Life Insurance Ghana
SOLUTION
Service Automation, BPM, Customer Feedback Integration
Client
Prudential Life Insurance Ghana
Industry
INSURANCE
Solution
Service Automation, BPM, Customer Feedback Integration
FTR
First-Time Resolution
CSAT+NPS
Linked to Every Ticket
3 Channels
Email, Social & WhatsApp
Real-Time
SLA & Agent Dashboards

Executive Summary

Prudential Life Insurance Ghana partnered with SimpleWorks to resolve inefficiencies in ticket handling and manual processing. By deploying an integrated CRM system powered by Business Process Management (BPM) and real-time customer feedback loops, the company automated ticket generation, reduced resolution times, and established a data-driven culture focused on customer satisfaction (CSAT) and Net Promoter Scores (NPS).

The Challenge

  • Inefficient Ticket Management: Manual processes led to prolonged resolution times, causing customer dissatisfaction.
  • Manual Delays: Reliance on manual workflows created significant delays in processing customer requests and policy updates.
  • Fragmented Data: The lack of a centralized system limited operational insights and hampered service quality.

The SimpleWorks Solution

  • Integrated CRM System: Deployed a unified platform combining ticketing, lead management, and Customer 360-view modules.
  • BPM Automation: Utilized Business Process Management to automate ticket workflows, streamlining escalations and resolutions.
  • Multi-Channel Integration: Established seamless connections with email, social media, and WhatsApp for automated ticket generation.

Transformation Achieved

  • Streamlined Ticket Management: Enabled fully automated ticket creation from inbound emails and social media interactions.
  • Faster Resolutions: Introduced First-Time Resolution (FTR) capabilities, successfully reducing overall ticket Turn-Around Time (TAT).
  • Improved Customer Insights: Centralized all customer data into a unified 360-degree dashboard.
  • Enhanced Communication: Automated SMS and email notifications keep customers informed with real-time ticket updates.
  • Feedback-Driven Improvement: Successfully implemented CSAT and NPS score capture upon ticket closure to drive service quality improvement.

Project Highlight: Closing the Loop

A standout feature of this implementation was the deep CSAT & NPS Feedback Integration. By directly linking customer satisfaction scores to closed tickets, the company can now derive actionable insights to continuously improve agent performance and service strategy.

Technical Integrations

  • Policy Administration Database — for real-time policy and payment data retrieval
  • Avaya CTI — telephony integration for seamless call handling
  • Social Media & WhatsApp — for enhanced interaction and lead generation

Noteworthy

CSAT & NPS Feedback Integration: Directly linked customer satisfaction and net promoter scores to closed tickets for actionable insights, making Prudential Ghana one of the most feedback-responsive insurers in West Africa.

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