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Case Study TATA AIA

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Results Results

  • 250%

    Increase in First-time resolution rates

  • 80%

    Improvement in Straight-through-processing

  • 70%

    Improvement in Sales TAT

  • 28%

    Reduction in Operating expenses

  • 30%

    Improvement in Asset under management

Highlights Highlights

  • 15 K+

    Users

  • 350 +

    Branches

  • 30 M+

    Customers

  • 18

    Systems Integrated

  • 26

    Systems De-commissioned

CRMNEXT has helped us to integrate, refine and adopt processes, diversify offerings and provide a single platform with a powerful 360 view.

Samrat Das

CIO

what was TATA AIA looking for

  • Unified platform

  • Contextual continuity

  • Customer-centric business, service processes

solutions delivered

  • Integrated Customer Services

    Through a Customer 360 workspace, sales advisors and service teams access consolidated policy, interaction, and engagement data to deliver personalized customer conversations and faster service resolution. The platform orchestrates omnichannel lead management, opportunity tracking, and agent productivity workflows, enabling automated case routing, guided selling, and end-to-end visibility across sales and servicing journeys. AI-driven insights and analytics help prioritize opportunities, identify cross-sell and upsell potential, and support contextual engagement across customer touchpoints.

    The deployment demonstrates how Tata AIA uses BUSINESSNEXT to operationalize AI-assisted sales engagement, intelligent workflow orchestration, and unified customer intelligence to improve advisor productivity, accelerate policy sales, and deliver consistent omnichannel customer experiences across its insurance distribution network.

  • Convenient New Business Processes

    CRMNEXT enabled TATA AIA to introduce branch-friendly business processes with the help of application rewarding, pending case management, pre-submission calling, PIP dispatch management, welcome calling and more. all from a single system. The company also enjoyed reduced departmental dependencies that led to efficient training and knowledge retention. Enhanced accountability is brought through complete process visibility and automation.

  • Agent Servicing

    CRMNEXT made available a complete agent 360° view that shows the latest raised service request on the agent and if so, notes the last interaction on the query. With the help of centralized knowledge management and another valuable history at their fingertips, service teams were able to deliver high First Time Resolution (FTRs). Fresh service requests are auto-allocation to the right team and user, based on essential fields, categories and status. Stakeholders can view and follow service requests through various view buckets allocated to them until the final closure.

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