In Aug 2014 AXA Life Indonesia launched their own Customer Portal providing online e-services for customers to view and download duplicate policy, do non-financial changes and submit claims. AXA Life Indonesia recently revamp their customer portal to include features such as: 90’ sec Quotation, Digital Lead Generations, Articles, Live Chat and e-Buy. This digital transformation of the business from policies to e-claims has reduced costomer complaints by 80%
AXA Life Digital Transformation
AXA Life started digital transformation for servicing since early 2014 driven by high complaint from policy holder who didn’t receive hardcopy policy, we started by sending duplicate policy via email for customer who complaint on policy delivery and launch full e-policy campaign by Jun 2014, at first only 12% of the customers agree to receive policy via softcopy, it increasing gradually and now almost 100% of our customer already using e-policy.
In Aug 2014 we launched our own Customer Portal(www.axadirect.co.id) providing online e-services for customer to view and download duplicate policy, do non-financial changes and submit claim. We recently revamp our customer portal to include features such as: 90’ sec Quotation, Digital Lead Generations, Articles, Live Chat and e-Buy. Now our customers can easily track their protection, premium payment and claim history through customer portal. Our customer portal has fully synchronized with core systems and support straight through Processing. We also cooperate with partner such as Agoda / Shell to provide additional benefit for our customers.
In December 2014, we expanded e-claim services not only via Customer portal but also through email and for hospital cash plan with limited claim amount (up to Rp. 5 Mio) customer did not have to send hardcopy claim documents, they can do the submission via e-claim channel.
In February 2015 we introduced e-claim via WhatsApp’s to give convenience for the customer to scan / take a picture of their claim document and send it through WhatsApp’s.
We extended e-claim to all claim amount and all type of product in Jul 2015.
When we started e-claim campaign in Dec 2014 we received 3% of claim submission via e-claim channel, nowadays the figure has reached 70%.
Those transformation contribute huge impact to our customer and us as a company.
As for us as a company of course it fasten new product launch where we can reduce >30 days needed for new policy book preparation, and there is no waste on the printed policy since we print the softcopy as per new policy issuance.
We managed to save printing and delivery cost for both policy and endorsement letter for >90%
We managed to reduce up to 80% complaint on policy delivery, customer now can receive their policy within same day after policy active rather than waiting for 14 days until policy delivered to their home / office. The other benefit is faster new product launch, if we use hardcopy policy, we need additional time for >30 days to prepare policy package (setting lay out, printing), with e-policy it takes less than 15 days to have the policy package ready.
Customer also enjoys the easiness of claim submission using WhatsApp / email / register through portal rather than sending it through courier and if the claim documents is complete and eligible for payment, they can get claim approval within same day (Same Day Decision). The other benefit for us is the penetration of customer’s email which currently already reached 79% from total portfolio and with those data we can do a lot of digital servicing and engagement activity to our customers.
Like any transformation, this digital transformation also face many challenge. Initially salesforces said that many customer do not have email addresses. But after enforcement the result now show that almost 100% of our new customer use e-policy.
This simple transformation has resulted in good customer experience, 80% reduction in customer complain and also led to significant cost efficiency. To succeed we fully believed that digital transformation should provide simple and easy solution for the customers.