Prudential Assurance Uganda Limited Enhancing Service Delivery with Automated BPM & C360

• Client: Prudential Assurance Uganda Limited
• Industry: Insurance
• Solution: Service Automation, BPM, Lead Management

Executive Summary

Prudential Assurance Uganda partnered with SimpleWorks to eliminate manual inefficiencies in ticket and lead management. By deploying a robust CRM driven by Business Process Management (BPM) workflows and real-time core integrations, the company successfully streamlined case routing, optimized lead capture from USSD and web channels, and introduced AI-driven sentiment analysis to prioritize customer needs.

The Challenge

Reliance on manual processes and fragmented data sources was creating operational bottlenecks. The primary challenges included:

• Manual Inefficiencies: Manual ticket and lead management caused delays in SLA compliance and operational drag.
• Fragmented Data: Customer data scattered across disparate systems prevented a unified view, hindering service personalization and decision-making.
• Lack of Automation: The absence of integrated automation for customer service workflows slowed down response times.

The SimpleWorks Solution

SimpleWorks delivered a solution focused on automation and deep system integration:

• Comprehensive CRM: Deployed a system with dedicated modules for ticketing, lead management, and Customer 360 dashboards.
• BPM Workflows: Implemented Business Process Management workflows to automate case assignments, escalations, and SLA tracking.
• Real-Time Sync: Enabled real-time data synchronization through integrations with core systems like SMART and Premium Register.

Transformation Achieved

The project resulted in significantly improved workflow efficiency and data visibility:

• Streamlined Ticket Management: Fully automated the creation, updates, and SLA escalations of support tickets.
• Enhanced Customer Insights: Achieved a consolidated 360-degree view of policy, claim, and transaction data.
• Workflow Efficiency: BPM workflows successfully eliminated manual interventions in case routing.
• Proactive Escalations: Automated SLA tracking ensured timely resolutions with triggered notifications.
• Lead Conversion Optimization: Centralized lead tracking now captures opportunities from web forms and USSD entries.
• Data Integrity: Integrated APIs ensure real-time updates from core systems, maintaining data accuracy.
• Enhanced Feedback: Successfully captured CSAT and NPS scores, directly linking them to closed tickets for better service analysis.

Project Highlight: AI Innovation

Email Sentiment Analysis: A standout feature of this implementation was the introduction of AI Sentiment Analysis for categorizing email-based cases. This allows the team to prioritize critical issues based on customer sentiment, driving immediate service improvements.

Technical Integrations

To ensure a cohesive ecosystem, SimpleWorks integrated with the following key platforms:

• SMART and Premium Register Systems (for customer and policy data retrieval)
• Email and SMS Gateways (for multi-channel notifications)
• Chatbot Integration (for ticket creation and self-service)

Noteworthy

Introduced AI Sentiment Analysis for categorizing email-based cases, prioritizing customer service improvements.