Berjaya Sompo amplifies customer-centric strategy
Insurance group to focus on enhancing existing products, digitising processes and improving overall service levels
PETALING JAYA: Berjaya Sompo Insurance Bhd is embracing the new normal with its customer centric strategy by placing more focus on enhancing existing products, digitising its processes to increase speed in product delivery as well as improving its overall service levels through claims and customer experiences.
Its CEO Tan Sek Kee stated that the company understands the pandemic has affected many of its policyholders as well as the way Berjaya Sompo conducts business, how it serves and interacts with customers.
“Our focus is to support our policyholders in their time of need through this crisis. We are drawing lessons from the pandemic and learning to adapt by enhancing our products as well as digitising our processes to serve our customers better during these challenging times,” Tan said in a statement
In regards to the enhancement of its existing products, the insurance provider has reduced its motor insurance premium by up to 20% for selected car models. Policyholders are also able to convert their motor insurance premium into low monthly instalments when they make a payment using a CIMB Bank credit card.
For non-motor insurance, Berjaya Sompo introduced the ‘interim claims payment’ for its corporate policyholders when they make an admissible property-related claim for loss or damages caused by fire, machinery breakdown and equipment, to name a few.
Under the initiative, any corporate policyholder who makes a claim amounting to RM10,000 and above will receive a 20% interim claim payment in advance depending on the assessed or recommended claim amount by the group’s adjuster.
As a means to increase digitalisation, it has started to offer electronic policy delivery (eDelivery) from Aug 1, to speed up the policy delivery time.
The group has also invested in upgrading and revamping the integration system for its contact centre in Q4’19 which enabled its entire customer service and contact centre team to work from home entirely within 24 hours of the movement control order (MCO) announcement by the government with minimal disruption to service level delivered.
Despite the remote working arrangements, it ensured that policyholders can continue to make motor insurance claims, by submitting the required documents via email instead of physical submissions and assessments for eclaims processing.
With the successful implementation of the contact centre technology, Berjaya Sompo will continue to look for ways to digitise its customer engagement touchpoints and improve the overall service levels that will ultimately drive business results.
Tan said he believes the trend of insurers digitising their operations will continue, especially in times like these. In fact, the Covid19 crisis had accelerated the demand for insurance products and services online,” he said.
“In a different study, the survey shows that consumers are more likely to choose an insurer that can process policies online from start to finish and the ability to process claims online. That said, we are looking at reengineering our processes to reduce redundancy and duplication,” he said.
Berjaya Sompo will be launching the final instalment of the brand thematic campaign “Silent Guardians” trilogy in August 2020 to showcase how the brand remains steadfast in protecting and helping its customers in the new normal, so they can continue to live and care for others freely.