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

• Client: Prudential Life Insurance Ghana
• Industry: Insurance
• Solution: Service Automation, BPM, Customer Feedback Integration

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 successfully automated ticket generation, reduced resolution times, and established a data-driven culture focused on customer satisfaction (CSAT) and Net Promoter Scores (NPS).

The Challenge

The organization struggled with manual workflows and a lack of centralized data, which directly impacted service quality. The primary operational hurdles included:

• 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 for customer information limited operational insights and hampered service quality.

The SimpleWorks Solution

SimpleWorks implemented a cohesive digital ecosystem designed to centralize and automate service delivery:

• Integrated CRM System: Deployed a unified platform combining ticketing, lead management, and Customer 360-view modules.
• BPM Automation: utilized Business Process Management (BPM) 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

The transformation resulted in faster service delivery and deeper customer insights:

• Streamlined Ticket Management: Enabled fully automated ticket creation from inbound emails and social media interactions.
• Enhanced Workflow Efficiency: BPM workflows significantly reduced manual interventions in ticket escalations and SLA adherence.
• 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.
• Comprehensive Reporting: Real-time dashboards now provide visibility into SLA breaches and individual agent performance.
• Feedback-Driven Improvement: Successfully implemented a mechanism to capture CSAT and NPS scores upon ticket closure to drive service quality.

Project Highlight: Closing the Loop

Actionable Feedback: 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

To ensure a robust and responsive system, SimpleWorks integrated with:

• 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.