AYA SOMPO Insurance awarded for transforming insurance CX in Myanmar

It aims to continue being #YourPartnerForLife.

For AYA SOMPO Insurance (AYA SOMPO), its tagline and promise of being ‘Your Partner for Life’ inspires the company to provide solutions that go beyond customer expectations and market trends.

Recognising that the relevant stakeholders for its CRM Project are the customers, customer experience team, digital communications team, and claims team, AYA SOMPO enhanced its customer experience through a holistic integration of the company’s systems and processes.

One pain point that AYA SOMPO encountered was the lack of easily accessible stored customer information. Customers had to continuously provide their information through the call centre or other digital platforms instead of going straight to business with the employees. With the CRM, customer information became readily accessible to the company’s customer-facing employees.

Now, its customer experience and digital communications teams are omnipresent. Both teams are present in the call centre, physical locations, social media, website, and email, as well as in digital messaging tools like Viber, Telegram, and Signal.

The amount of customer data that is processed through these channels adds up to hundreds in a single day work shift.

Previously, less innovative means were employed such as Microsoft’s OneDrive system with shared Excel files managed by various teams. This was not only tedious work but also disadvantaged the company’s teams from utilising their time more efficiently.

With the new CRM system, the customer experience and digital communications teams can access customer data anywhere and whenever they need to, securely. They can also update customer information through the CRM, reflected across other integrated systems through APIs.

According to the company, the system understands multilanguage inputs ranging from English to Myanmar Zawgyi and Unicode fonts, to Burglish or Burmese-English which uses the Latin alphabet to express Burmese words. The automated and integrated systems allow for seamless flow.

In addition, its claims team can now receive automated notifications whenever a claim has been received through AYA SOMPO’s social media or website chatbots. Delays in the claim process are now significantly shortened and customers are sent an SMS or email message for updates regarding the status of their claims.

For motor insurance policyholders, this also means a faster turnaround time so that the customer can drop by the workshop or centre once repairs have been completed.

AYA SOMPO received the “Myanmar Customer Experience of the Year - General Insurance” award in the recently concluded Asian Experience Awards for the innovations they have contributed to the insurance industry in Myanmar.

The awards programme hosted by Asian Business Review recognises the ingenious initiatives of creative companies delivering meaningful brand experiences to their stakeholders in all industries in Asia.

Amongst AYA SOMPO’s key achievements include creating the first 360º Customer Relationship Management System for any insurance brand in Myanmar and introducing CRM integration of various systems used within the company to handle, process, and store customer information.

The company adds that as it develops new systems, AYA SOMPO is moving towards potential integrations and systems upgrades and improvements with its existing CRM ecosystem in mind.