Case Study: Tata AIA achieves 250%+ increase in first-time resolution and faster turnaround with CRMNEXT

Tata AIA deploys digital Insurance CRM to deliver faster turnaround time

Tata AIA faced fragmented customer information across multiple systems, inconsistent customer request statuses between branches, call centers and agents, and time-consuming manual processes for premium collections and service handling. To address these challenges at scale (15,000+ users, 1M+ customers, 350+ branches), Tata AIA engaged CRMNEXT to deploy a digital Insurance CRM that would provide a unified 360° customer view and streamline sales, service and collections workflows.

CRMNEXT implemented an integrated Insurance CRM across touchpoints and departments, a centralized Collections Management System with predictive churn scoring and automated allocations, and unified new-business and marketing processes. The CRMNEXT solution enabled decommissioning of legacy apps, improved first-time resolution by 250%+, boosted straight-through processing by 80%, cut operating expenses by 28%, increased assets under management by 30% and improved service TAT by 70%.

Tata AIA

Samrat Das

Chief Information Officer