Insurance that cares for customers.
Bajaj Allianz General Insurance teams with Tekno Point to serve stronger digital customers experiences.
14%
of new customers from digital channels
Objectives
Encourage greater self-service for customers through digital channels
Understand what customers need to better attract high-value digital customers
Respond to fast-changing customer and market needs
Results
14% new customers and 16% new policies from digital channels
Manifold increase in digital sales, making digital the most profitable channel
Faster time to market with new products brought to market in days, not weeks or months
Target customers with calls-to-action delivered in dozens of languages
“Tekno Point has helped us to continue delivering wow customer experience and profitable growth as a digital channel for the company. Our B2C sales have increased fourfold with Adobe Experience Cloud implementation.”
Sourabh Chatterjee
President & Head - IT, Web Sales & Travel, Bajaj Allianz General Insurance
When Mr Sourabh Chatterjee joined Bajaj Allianz General Insurance five years ago, he had a strong vision of how to take India’s largest private insurance company into the digital age.
“We’re seeing many customers who are digital natives,” explains Chatterjee, President & Head - IT, Web Sales & Travel at Bajaj Allianz General Insurance. “These consumers prefer online transactions and self-service. They’re used to working with Flipkart, Amazon or WhatsApp for digital shopping and payments. We’ve found that digital-savvy customers also tend to have lower insurance claims versus premiums paid, so bringing in those customers is a boon to our bottom line.”
Chatterjee created a vision for digital transformation built around using websites and mobile apps at every stage of the insurance shopping journey, from learning about insurance options to getting a quote to paying for policies online. Bajaj Allianz General Insurance wanted to work with strong partners to bring this vision to life. It turned to Adobe for leading applications in Adobe Experience Cloud and Adobe Silver Partner Tekno Point for its experience and skill.
“Tekno Point combines deep knowledge of Adobe Experience Cloud with a clear understanding of our business needs,” says Chatterjee. “Tekno Point has helped us to continue delivering wow customer experience and profitable growth as a digital channel for the company. Our B2C sales have increased fourfold with our Adobe Experience Cloud implementation.”
From trainers to star partners
Tekno Point started working with Adobe Experience Cloud as trainers, building knowledge and expertise by teaching customers how to use Adobe Experience Manager and Adobe Analytics. After several years of focusing on delivering training services, customers began requesting deeper engagement with Tekno Point as a consultant and partner.
“We saw an opportunity to use our experiences working with end-users to help build more successful implementations from the ground up,” explains Himanshu Mody, founder and CEO of Tekno Point.
Chatterjee requested a more complex engagement to transform the digital experience at Bajaj Allianz General Insurance. Over the course of nine months, Tekno Point worked with the company to completely reimagine the digital customer journey, from transforming the website using Adobe Experience Manager to establishing new data workflows with Adobe Analytics.
“The new digital experience built on Adobe Experience Cloud has been very effective and meaningful for our customer. The digital channel is now responsible for 14% of the company’s new customers and 16% of our new policies.”
Sourabh Chatterjee
President & Head - IT, Web Sales & Travel, Bajaj Allianz General Insurance
Understanding digital experiences
According to Chatterjee, “You cannot improve what you cannot measure.” This explains why Adobe Analytics plays such a major role in the digital transformation at Bajaj Allianz General Insurance. Using the real-time metrics gained through Adobe Analytics, the company gains a greater understanding of how to improve the customer experience — from preventing technical errors to providing a more engaging customer journey.
Bajaj Allianz General Insurance analyses the digital footprint of customers on the website to see if it can spot areas of friction. Sometimes this can indicate a technical error with much more specificity compared to traditional website error logs. Technical teams can see exactly what customers were doing on the website before a connection error occurred.
Other times, these areas of friction might be within the digital experience itself. Adobe Analytics revealed that many customers were redoing quotes multiple times to compare premiums for vehicles with different market values. By changing the value from a one-time drop-down selection to a flexible slider, the company made it much easier for customers to compare values.
Sudden drop-offs might also indicate an issue with the policies themselves. For example, if a product team notices unusually low conversion rates on a specific make and model of car, it might indicate that a competitor is winning over these customers. The product team can start adding incentives, such as online discounts or free add-ons, to increase the conversion rates.
Adobe Analytics also provides better insight into what types of content or copy connect with customers. Content teams can check how customers engage with blog posts to deliver more of the articles that customers want. Product teams can check which calls-to-action are the most effective, both on the Bajaj Allianz General Insurance website and on partner websites such as Flipkart.
While website information is available in three languages — English, Hindi and Marathi — there are 22 scheduled languages and more than 100 major languages in India. While fully translating each page would be a significant investment, Tekno Point helped create a system to target audiences by changing the language used for the call-to-action on campaign landing pages. The company has found that consumers react positively to messaging delivered in their native languages.
“The new digital experience built on Adobe Experience Cloud has been very effective and meaningful for our customer,” says Chatterjee. “The digital channel is now responsible for 14% of the company’s new customers and 16% of our new policies.”
Bringing products to market faster
Tekno Point deployed Adobe Experience Manager with a focus on putting the power of content back in the hands of those closest to the customers. Marketers can use simple drag-and-drop operations to quickly create a landing page for a new marketing campaign. Product teams can change copy describing an insurance product or add a new call-to-action in minutes. Since there’s no need to wait for developers to code pages, teams make changes faster and deliver information that matches customer needs.
This speed leads to much faster time-to-market for new products. Bajaj Allianz General Insurance recently launched pet insurance — the first of its kind in the Indian insurance market. Since the product team didn’t need to work with developers through multiple rounds of design and review, the product site was ready for launch in a fraction of the time compared to products launched before Adobe Experience Manager.
The agility of Adobe Experience Manager also benefited Bajaj Allianz General Insurance during the COVID-19 global pandemic when people wanted more information about health insurance. They also wanted to renew policies online or purchase optional health insurance policies that cover expenses related to the hospitalisation and treatment of COVID-19.
“With the foundation of Adobe Experience Manager in place, we could adjust to the new market and make changes much faster during the global pandemic,” says Chatterjee. “We launched a new product focused on covering hospitalisation due to COVID-19. While the normal time to market is one to two months, we accomplished this in two weeks end-to-end.”
“Digital transformation is never over. We need to keep learning, keep getting new insights and keep looking for ways continually improve the customer experience.”
Sourabh Chatterjee
President & Head - IT, Web Sales & Travel, Bajaj Allianz General Insurance
Continued growth and improvement
While Tekno Point played a major role in implementation, Bajaj Allianz General Insurance equally praises the partner for its commitment to continued enablement. Through frequent training sessions, Tekno Point keeps teams updated on the latest Adobe features, new standards for best practices or the changing customer landscape.
“Digital transformation is never over,” says Chatterjee. “We need to keep learning, keep getting new insights and keep looking for ways continually improve the customer experience. Tekno Point provides us with the strong training support that we need to get the most value from our Adobe Experience Cloud applications and connect with customers in the digital age.”
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