Preaching the mantra of technology

Reported by: |Updated: October 6, 2014

Somesh Chandra,Customer Services, Operations and Technology, Max Bupa Health Insurance 4
Somesh Chandra, Director – Customer Service, Operations, Technology and Chief Quality Officer (CQO) at Max Bupa

Sairaj Iyer: What customer facing technologies has your organization launched?

Somesh Chandra: We have invested in a number of innovative IT solutions that have immensely helped us in streamlining and automating our most critical customer facing business processes. The latest addition to the Max Bupa technology suite is a rule based workflow and document management system. The solution has been deployed for processing new business requests and renewals. Right from login of the policy to issuance, printing and dispatch all the activities are tracked under one system. The solution is also used in processing pre-authorizations and claims, making both the processes workflow enabled. The document management part of the solution provides a single repository, storing all the customer documents at one place which can be accessed by any department. The solution also comes with an integrated scanning solution for high volume-scanning and is platform independent that is it can be deployed on tablets and mobile too.

 The underwriting system in Max Bupa has the most advanced auto underwriting rule engine, providing Max Bupa an instant competitive edge over its competitors. Currently Health Underwriting Management System (HUMS) is configured with underwriting risk adjustment recommendations and scores customized for 120 medical and surgical conditions for Max Bupa customers, which covers more than 95% cases in the industry. Also, HUMS allows Max Bupa to rate the risk correctly leading to better pricing and savings on account with correct risk acceptance.

We also have a wide range of health mobile applications for our sales partners and customers. The apps help to explore our latest products, calculate premiums, renew and maintain customer’s health profile. These apps can be downloaded from Google play free of cost and can run on android enabled handsets. Similar app is available for BlackBerry as well. One such app is Max Bupa’s New Premium Calculator application that is not only equipped with premium calculation capabilities but also highlights the key Products’ Features and Benefits. It also has a BMI calculator to calculate the Body Mass Index.  We are also investing in a mobile website to ease the flexibility and accessibility of product information for our consumers.

Nutshell is an application which we have built in house for our advisors and sales team (two separate versions). The applications have been downloaded by close to 14000 sales advisors.

The applications enable advisors to: calculate premiums offline; calculate BMI of the customer for proposal forms; retrieve product information; view  hospital list on google maps;  request for policy certificate on behalf of customers; view commission statement; and view claim status.

How relevant is mobility and what are the challenges?

Somesh Chandra: While mobile tools are an effective means of connecting with consumers, securing the platform remains a concern for insurers. Another challenge is choosing from amongst the variety of mobile platforms. Insurers must decide on the capabilities they want to deliver and then figure out the best way to utilize a platform’s unique features and functionality to achieve those goals. As insurers explore each platform, they must consider the effectiveness of a device in preserving or expanding the personal, intimate connection between agent and customer while mitigating the security implications of their choice.

How has technology enabled these innovations and how does Max Bupa make use of technology to offer differentiated services?

Somesh Chandra: In the past 2 years, we have invested in a number of innovative IT solutions that have immensely helped us in streamlining and automating our most critical customer facing business processes. Technology plays a pivotal role in the evolving insurance industry’s growth and making it seamless.

Max Bupa has a strong focus on utilizing technology to deliver the best in class service to its customers, partners and employees. We keep pace with the technological advancements by making continuous investments to ensure competitive advantage. Max Bupa has received several industry recognition and accolade for offering personalized customer service experience through advanced technological implementation. Max Bupa makes significant investment in its technology capabilities, including in-house development and support team to ensure agility and responsiveness for evolving business needs. Max Bupa IT systems have a robust architecture, are highly scalable and are hosted on multi-server Sun and Intel platforms in state of art ISO 27001 compliant data centers. Max Bupa Management has a very clear road map to ensure that the technology stack always maintains its competitive edge.

Could you briefly throw light on the initiatives such as the implementation of CRM systems, Mobility apps, and data warehousing?

Somesh Chandra: With a strong focus on utilizing technology and implementation of best in class technology and systems, Max Bupa aims to create a new benchmark in the industry by enabling best IT practices and measurable business results.

We also have a wide range of health mobile applications for our sales partners and customers. The apps help to explore our latest products, calculate premiums, renew and maintain customer’s health profile. These apps can be downloaded from Google play free of cost and can run on android enabled handsets. Similar app is available for BlackBerry as well.

One such app is Max Bupa’s New Premium Calculator application that is not only equipped with premium calculation capabilities but also highlights the key Products’ Features and Benefits. It also has a BMI calculator to calculate the Body Mass Index.  We are also investing in a mobile website to ease the flexibility and accessibility of product information for our consumers.

Could you please highlight the details of your CRM?

Somesh Chandra: With the rising number of customers there is a need for tracking all the customer contact points in a single system. Max Bupa is developing a CRM Solution to improve customer servicing capabilities across all touchpoints– Sales, Renewals and Customer Service.

Business Benefits of the CRM include, improve self-servicing capabilities for customers reducing the call & email flow for customer services teams; Maintain a near real time customer information with a 360° view cutting across systems; Provide a single ticketing system for handling all the customer queries and provide a single integration point with the social media platforms. It also provides a benefit of handling complete lead generation to conversion cycle covering lead generation through different marketing channels. We are also offered the capability to run Customer analytics for predicting the customer behavior. Upsell/Cross sell opportunity, probability of customer repeat calls and other such analytics.

 On the technical Benefits front, the benefits would be the availability of the Latest version of an industry standard CRM which is supported and sustainable for next 3 to 5 years. Multiple implementation partners and service providers and high-availability (HA) option is already in-built in the CRM. The application is based on rapid application development platform (RAD), reducing the development life cycle and future maintenance. The application is scalable to at least 1500 users.



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