SBI Life Insurance chose CRMNEXT as a change ready technology partner to unify functions and platforms and empower it to serve every customer’s unique life insurance needs.

1. Aspirations
12,000+ Users 800+ Branches
12 Million Customers
38+ ActiveProducts
100% Uptime 15 Million Policies
20+ Integrated Systems
The Indian insurance industry is expected to boom to
US$ 280 billion by 2020, thanks to solid economic
growth and higher personal disposable incomes in
the country. Premium collection for life insurance
sector is growing by 15% year on year basis.
Against this backdrop, SBI Life Insurance, part of
SBI Bank Group, a Fortune 500 conglomerate and
the largest Indian national bank, with an unrivalled
strength of 23,000 branches and 198 foreign
offices in 37 countries, wanted to take the mantle of
being the most trusted and preferred life insurance
provider. It chose CRMNEXT as a change ready
technology partner to unify functions and platforms
and empower it to serve every customer’s unique
life insurance needs.
Case Study
ASPIRATIONS
SBI Life Insurance wanted to create a unified platform that
incorporated all functionalities through built in integrations.
It aimed to destroy silos that used disparate systems that
led to delays, inaccuracies and inflexibilities. The company
also wanted to evolve from manual paper/email based
processes to automated execution, audit tracking and
inclusion of well defined SLAs. SBI Life Insurance wished
a centralized platform that would sync cross sell, up sell
opportunities across other SBI Bank Group entities and
provided a comprehensive collaboration platform for quick
turnarounds.
HIGHLIGHTS
Channeling the power
of unified technology to
transform life insurance

2. Future-empowered, going beyond just future-proof
Integrated Systems
Customer Servicing
CRMNEXT equipped SBI Life with out of the box custom views that displayed a holistic customer 3600
view that included
customer information, contact information, interactions, preferred contact channel, associated opportunities, service
requests ,escalations and customer history etc and provided real time updates and complete intelligence on a customer
service request. Inbuilt template management in CRMNEXT allowed service teams to configure plain text, SMS, Email,
PDF/print, multilingual templates with mail merge functionalities that can also be used in automated acknowledgement.
Autoflow designer (TM) allowed SBI Life to create configurable workflows that captured all types of service requests across
channels.
Seamless integration with SMS, Email, social media, chat, CTI/IVR allowed staff and distributors to connect with customers
online. Well defined escalation management allowed the company to configure rule based escalation and reporting of
service requests in case of TAT breach. Centralized Document Management System (DMS) allowed agents to fetch and
store KYC documents, collaterals etc.,as an attachment for customer or internal communication. Advanced report creation
wizard allowed for creating multiple reports such as service reports on backlogs, closure statistics etc. It also has the
functionality to add graphs (single-axis/ multi-axis, graphs, pie charts etc) and filters to the final generated report.

3. Sales 3600
Thanks to valuable intelligence including demographic,
channel preference, product holdings, interaction history
etc. available on a single actionable screen derived from
multiple sources, SBI Life sales teams can offer personalized
products/services that translate to higher conversions.
Integration with UIDAI, CIBIL etc. allows for seamless on
boarding with instant e-KYC. CRMNEXT equipped SBI Life
users to capture leads and opportunities through branches,
brokers, emails, SMS, social media, self service portals
etc. The platform automatically assigned leads based on
assignment rules can be created on the basis of opportunity
type, product region, business line etc.
CRMNEXT equipped SBI Life users with predefined
templates and guided call scripts that could be customized
for call, email, SMS or print communications as notification
to customers and other internal users at different stages of
the opportunity cycle.
Advanced report wizard generate reports that allow
stake holders to track progress on activities, meetings, calls
etc. CRMNEXT also provided Autoflow designer ™, an
internal visual workflow designer for creating sales
processes; include business validations, assignment
rules, notifications, escalations etc. Seamless
integration with channel management system
(CMS) also allowed distributors to connect with their
customers online. Customer satisfaction is guaranteed
with escalation rules to transfer leads, opportunities
etc. automatically to the next level in the hierarchy, if
they are not followed-up accurately within a particular
period of time. High octane sales team performance
is derived from Catalyst Performance Modeller that
allows for upload of target, detailed sales planning,
achievement and performance tracking.
CRMNEXT also supports digital marketing campaigns
over digital channels like SMS, Social, email etc. All leads/
offers/ responses are tracked and synchronized across
channels in a unified technology platform. Moreover,
a simple business user with average IT skills can design
and execute the campaigns by using a drag and drop
based interface through Vivid Designer (TM). All marketing
activities related to individual customers are logged in
customer 3600
view to give users an opportunity to cross
sell/up sell with guided call scripts.
Marketing 3600
CRMNEXT empowered SBI Life’s marketing teams
to create and run campaigns with automated budget
and expense approvals. Deviations were kept under
control with real time Campaign performance tracking
parameterslikenumberofleadsgenerated,costperlead,
campaign ROI etc. Dynamic mailing lists can be created
with criteria like age group, income group, territory,
channel preference etc. SBI Life marketing users can use
rich HTML templates to design focused campaigns with
the right content and channels depending on the target
segment. Integration with channel management system
(CMS) allows distributors and partners to run custom
marketing campaigns to their target customers.

4. Reach us at: sales@crmnext.com
 www.crmnext.com | B highimpactcrm.com | L @crmnext
Renewal 3600
SBI Life executives has a holistic view of each renewal case, enabling users’ case statuses in a single glance. The company
periodically runs revival campaigns where they entice customers who haven’t paid their premium or their policies are
lapsed to pay their premium. Stakeholders can generate real time reports to monitor revival campaigns and performance
of contact, processing centers. Centralized DMS allows users to refer product specific documents when customers enquire
about specific product feature during a call. SBI Life is able to deliver to its customers, hassle free renewals thanks to
seamless integrations with all customer touch points.
Policy Servicing
CRMNEXT empowered SBI Life to capture policy
servicing requests across multiple channels like branch
walk-ins, letters and self service requests. Centralized
Document Management System (DMS) allowed for quick
fetching and storage of scanned documents related to
policy service cases. After processing the policy service
requests, agents can generate and send letters straight
out of CRMNEXT.
Autoflow designer allowed SBI Life to design payout/
non payout process flows with smart business rule. Real
time alerts and notification kept users and customers up
to date about policy service request status. Advanced
report creation wizard allowed for creation of pre-
populated reports based on parameters like SR status,
Branch, HNI status, etc.