AEGON Religare Life Insurance, a new player in Indian insurance market, is dedicated to build a firm future, both for customers and employees by balancing a local approach with the power of an expanding global operation. A new entrant in the insurance industry, the company needed to target and capture significant market share. To help achieve its goal, the company required a robust, integrated customer relationship management solution. With help from Religare Technova, a Microsoft® Certified Gold Partner, it opted to deploy Microsoft® Dynamics™ CRM 4.0. The implementation has aligned the company’s sales and customer services strategies. It has also resulted in increase in efficiency of business processes across branches.

1. Microsoft Dynamics
Customer Solution Case Study
Insurance Company Gains Competitive Edge,
Increases Customer Base with CRM Solution
Overview “The solution creates an efficient working
Country: India
Industry: Insurance
environment for us, and we are seeing the results in
more satisfied customers.”
Customer Profile
Srinivasan Iyengar, Director - Information Technology & Change Mgt, AEGON Religare
AEGON Religare Life Insurance Company
Limited, launched in July 2008, is a joint
venture between AEGON, a leading life
insurance and pension group and Religare,
a diversified financial services group in
India.
AEGON Religare Life Insurance, a new player in Indian insurance
Business Situation market, is dedicated to build a firm future, both for customers and
A new entrant in India, AEGON Religare did
employees by balancing a local approach with the power of an
not have a customer management
solution. To capture a dominant market expanding global operation. A new entrant in the insurance
share in the highly competitive insurance
industry, the company needed to target and capture significant
industry, the company required an efficient
solution to manage customers through the market share. To help achieve its goal, the company required a
entire lifecycle.
robust, integrated customer relationship management solution.
Solution With help from Religare Technova, a Microsoft® Certified Gold
To accomplish its goals, AEGON Religare
Partner, it opted to deploy Microsoft® Dynamics™ CRM 4.0. The
opted to implement Microsoft® Dynamics™
CRM 4.0 with help from Religare Technova, implementation has aligned the company’s sales and customer
a Microsoft® Certified Gold Partner.
services strategies. It has also resulted in increase in efficiency of
Benefits business processes across branches.
 Improves efficiency across branches
 Enhances customer satisfaction
 Provides greater customization

2. Situation  Pin Code mapping for assignment of Lead
AEGON, one of the world’s largest life to Business Manager or Agent
insurance and pension groups and Religare,  Sending alerts to user
one of India’s leading integrated financial  Escalation of mails of multiple Leads
services groups, have come together to  Incorporating Non-CRM users in a case
launch AEGON Religare Life Insurance  Mapping Department with Assignment and
Company Limited. This venture is dedicated escalation of the case
to build a firm future, both for customers and  Auto assigning cases to Non-CRM user
employees and will continue to balance a
local approach with the power of an There was a pressing need to incorporate
expanding global operation. certain processes. Elucidating the need for
customer management solution, Srinivasan
The company launched its pan-India multi- Iyengar, Director - Information Technology &
channel operations in July, 2008 with over 25 Change Mgt, AEGON Religare says,
“With faster, automated branches spread across India. Its business “Customer-focused strategies require CRM
philosophy is to help people plan their life solution to help acquire customers thorough
processes within the better. It provides high quality advice to various touch points and translate
new system, employees customers and offer superior customer operational data into actionable insights for
service. proactively serving customers.” As a result,
can spend more time the company decided to opt for a solution
building customer In an industry first, AEGON Religare Life that would help it achieve competitive
Insurance offers policy servicing on the advantage.
loyalty.” phone via Interactive Voice Response (IVR)
Srinivasan Iyengar, Director - Information System by issuing the customer a T-Pin for
Technology & Change Mgt, AEGON Religare authentication. It is also the first company to Solution
include the customer’s medical report in the AEGON Religare considered a number of
policy kit. options and decided to implement Microsoft®
Dynamics™ CRM 4.0, supported by Religare
In a servicing industry, Lead Management Technova, a Microsoft® Certified Gold
and Case Management are the areas where a Partner.
company has to concentrate more to make
themselves different from others. The main According to Srinivasan Iyengar, “Our industry
objective for AEGON Religare was to faces unique, multiple challenges such as
automate its sales force, customer service, high levels of customer churn; attaining net
and reporting systems. growth in customer base; selling more
products to existing customers to improve
Some of the other challenges faced by the profitability etc. Religare Technova which has
company were: in-depth understanding of the financial
 Auto assignment of Lead to Direct Agency services industry and its demands is best
or Tied Agency as per-defined logic suited to partner with us in our endeavour to
 Servicing City mapping for assignment of streamline.”
Lead

3. The company selected Microsoft® Dynamics™ Automation, Lead Management, Case
CRM 4.0 as the base application for Lead Management, and Campaign Management.
Management, Service Management and
Campaign Management. It also has the Commenced in September 2007, the
facility to customize and get maximum output implementation was completed by February
in terms of day-to-day data, which can be 2008. The solution was implemented at the
used for MIS reports. company’s office in Mumbai and access was
extended across all locations. AEGON
The two important modules that were Religare deployed the Sale, Marketing, and
customized by the solution were: Service modules.
 Lead Management System: This is the
most important system where the company With Microsoft® Dynamics™ CRM 4.0,
interacts with prospects. To have better employees are better equipped to deliver
control, prompt action and outstanding highly personalized customer services and
service to the customer, a special logic is improve customer satisfaction. The company
introduced in the Lead Management now has a solution that will support the
System, which will automatically allocate team’s growth for years to come.
the nearest agent for each Lead. An
allocation SMS alert is dispatched to the
agent along with the client details. The Benefits
leads can be generated by Web, internal Microsoft® Dynamics™ CRM 4.0 allowed
portal, e-mail, SMS, phone or direct walk-in. AEGON Religare a granular view of its
 Case Management System: The client customers, helping the company to design
base can be retained and also grown by better products, improve service levels and
solving issues as early as possible. In this reduce operational costs significantly.
system, cases automatically get assigned
based on the reason type and severity. All Improves Efficiency Across Branches
case related activities are recorded in CRM AEGON Religare has more than 50 branches
Activities and have escalation as well. The across India where leads are assigned and
user defined escalations play a significant cases addressed. “Because of Microsoft®
role to follow and control the company Dynamics™ CRM 4.0, all leads are assigned
process, and provide quick service to the automatically and every lead is attended
customer. Cases can be raised by phone, based on the assignment matrix,” says
e-mail, Web, or internal portal. Srinivasan. “In addition, agents get the
assignment alerts along with client
“Microsoft® Dynamics™ CRM 4.0 is designed information, which ensures that services of
specifically to meet the needs of client-facing all agents across India are properly utilized.”
staff of insurance companies,” shares
Srinivasan Iyengar. Srinivasan says, “With faster, automated
processes on systems, employees can spend
Some of the unique requirements addressed more time building customer loyalty. As a
with the new solution were: Customer Service result, productivity has improved.”

4. Enhances Customer Satisfaction
With a combination of easy-to-use customer
interfaces and robust functionality,
Microsoft® Dynamics™ CRM 4.0 delivers
quick and easy access to customer
information. Clients can reach the company
by all possible mediums like, direct walk-in,
phone, e-mail and SMS. This intuitive access
has improved both employee and customer
satisfaction.
“The solution creates an efficient working
environment for us, and we are seeing the
results in more satisfied and successful
customers,” says Srinivasan Iyengar.
Provides Greater Customization
The solution also improves campaign
management for AEGON Religare. It traps all
promotional activities of the company. A
custom made campaign, KILB – Kum
Insurance Lene Ki Bimari, was introduced by
AEGON Religare and all leads were mapped
with this promotion management tool. The
response of the campaign was captured
through Microsoft® Dynamics™ CRM 4.0.
By this the company will able to know the
impact of the promotion. In addition, all leads
will be attached with the latest active
campaign which will help company take
monitory calls.

5. For More Information About Religare Technova Microsoft Dynamics
For more information about Microsoft Religare Technova Limited is the holding Microsoft Dynamics is a line of integrated,
products and services, call the Microsoft company for the IT business of a large adaptable business management solutions
Sales Information Center at (800) diversified Indian transnational business that enables you and your people to make
426-9400. In Canada, call the Microsoft group. The Religare Technova umbrella business decisions with greater confidence.
Canada Information Centre at (877) includes Religare Technova Global Solutions Microsoft Dynamics works like familiar
568-2495. Customers who are deaf or Ltd. (formerly Asian CERC Information Microsoft software such as Microsoft Office,
hard-of-hearing can reach Microsoft text Technology Ltd and Capital Market Solutions which means less of a learning curve for your
telephone (TTY/TDD) services at (800) Pvt. Ltd.), a global leader in providing people, so they can get up and running
892-5234 in the United States or (905) Enterprise Software Solutions to the Capital quickly and focus on what’s most important.
568-9641 in Canada. Outside the 50 and Financial markets; Religare Technova IT And because it is from Microsoft, it easily
United States and Canada, please contact Services Limited, which provides Enterprise IT works with the systems that your company
your local Microsoft subsidiary. To access Solutions and Religare Technova Business already has implemented. By automating and
information using the World Wide Web, go Intellect Ltd., which provides Knowledge streamlining financial, customer relationship,
to: www.microsoft.com Management Solutions. and supply chain processes, Microsoft
Dynamics brings together people, processes,
For more information about AEGON Currently with over 1500 employees and and technologies, increasing the productivity
Religare products and services, 1800 209 presence in over 10 countries, Religare and effectiveness of your business, and
9090 or visit the Web site at: Technova is poised to be a leader in the helping you drive business success.
www.aegonreligare.com global IT space. The group entities have
partnered with IT majors, Independent For more information about Microsoft
For more information about Religare Software Vendors (ISVs) and Internet Dynamics, go to:
Technova products and services, write to companies to provide a broad spectrum of IT www.microsoft.com/dynamics
connect@religaretechnova.com or visit the services, products and solutions to their
Web site at: www.religaretechnova.com customers. Religare Technova focuses on
clients in key verticals such as Banking and
Financial Services, Insurance, Capital
Markets and Health Sciences.
Software and Services Hardware
 Microsoft Dynamics  Dell PowerEdge X86, Intel Xeon 2 GHz, 2
− Microsoft Dynamics CRM 4.0 GB RAM, 300 GB HDD
 Microsoft Server Portfolio Products
− Windows Server 2003 Partner
− Microsoft SQL Server 2005  Religare Technova Limited
This case study is for informational purposes only. MICROSOFT − Windows Terminal Server
MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS
SUMMARY.
Document published January 2009