TDI innovation award - Aditya Birla Digital insurer livefest-vr1.1

1. The Digital Insurer
Aditya Birla Health Insurance – Whatsapp

2. ABHI Unique Business Model
“Buy & Forget” “Buy & Engage”
Fund for Sickness
ABHI’s
play
Benefits
Engagement
Wellness
Hospitalization
only
Comprehensive
Care
Manage Health
Industry evolution
Industry is
here
Purpose : “Empowering and motivating families to prioritize their health and live fulfilling lives”

3. Our Journey so far
One of the largest provider networks
Tied up with 5,800+ hospitals across 800 + cities
3
No. of Cities
Branches
Agents
150+
59
15,500+
FY18
Hospitals
4,200+ 5,800+
800+
59
18,500+
FY19
One of the largest 3rd party distribution capacities
10 Banca tie-ups within 2 years of operation
GWP grew ~2x with 2.3 Mn lives covered
Retail GWP Mix: 65% (PY: 37%)
Customer engagement Industry 1st incentivized
wellness & chronic management program
40% of our customers have initiated their health
journey with us
GWP INR 243 Crores INR 497 Crores

4. Customer contactability is a big pain point
Cannot guarantee 100%
delivery of physical
document of Insurance
contract
• Industry Email
Open rate is
around 10%
• Lands in spam
Contactability during renewal
collection campaign impacts
revenue generation and
customer retention
Payment reminder
and options at
renewal
Readily available
information for
customers
App Download link
and registration
information
Health
Assessment
booking options
Pain Points:
Business Objectives
The endeavor has been to move from “Sir can I take your request” to “Sir you can do it Online”

5. What did we do?
Whatsapp for Business
Policy Issuance
• Notification triggered to customer along with
policy soft copy for their future reference.
• Activ Health App download link is also sent to
customers
1
Renewal Reminder
• Renewal Reminders 30 days before policy expiry.
• customized link for payment and renewal notice soft cop
2
Policy Renewal
Notification triggered to customer along with policy soft
copy for their future reference
3
5

6. Self Servicing on Whatsapp
Kit
Get Policy Soft Copy or 80-D Tax
Certificate
App
Get Activ Health app download link along
with member id for registration
HA
Custom link for each customer to book
free Health Assessment.
Renewal
Get renewal notice and renewal payment link

7. Impact (since 12th Feb 2019)
Total 37,576 Policies were successfully sent Renewal Communication.
WhatsApp Renewal contribution to Renewal done on Website has grown
from 6% in Jan’19 to 17% in Mar’19
We have sent 76,954 Customers Policy Issuance message via
WhatsApp
Net Promoter Score for Onboarding has risen from 45.34 to 49.3 from
Jan’19 to Mar’19
Around 10,202 Self-Service request were received on
WhatsApp. Reduced contact center volumes by 2%
Around 10% (i.e. 3904) of Activ Health App Download has
happened via App Download Link Shared on WhatsApp

8. Way forward
Integrating Chatbot with WhatsApp
Claims
Medical Records
Application tracker

9. Testimonials
Internal Stakeholder Feedback from Sales
team
Thank you Digital team
for this amazing feature,
it certainly is a vow for
our customers
This will really solve our
many problems going
forward and increase the
service level among all
stakeholders
Customer Feedback
Thanks for contacting
via whatsapp Thanks for adding in your
WhatsApp group
I am happy connect
with u thanks
its good thank u. I have
paid today my policy amt
OK thanks for your
better communication

10. THANKS