Case Study: ICICI Prudential Life reduces call center costs with Vizury Engage dynamic lead scoring

Optimizing business costs for ICICI Prudential Life with Dynamic Lead Scoring

ICICI Prudential Life Insurance, a joint venture between ICICI Bank and Prudential plc that began operations in 2000, wanted to deliver a stronger omni-channel, customer-centric experience and improve interactions starting with its call center. The company faced the twin challenges of identifying high-intent customers from digital behavior and using that insight to reduce call center costs while improving service quality.

Vizury Engage fused online clickstream data with ICICI Prudential’s offline CRM to create a unified marketing view and dynamic lead scores labeled “HOT” or “COLD.” Call center agents now prioritize HOT leads—customers who repeatedly visited specific plans and submitted enquiries—while routing lower-intent callers to queue, improving response prioritization, increasing efficiency and optimizing call center costs.

ICICI Prudential