The IUP Journal of Marketing Management
Case Study
TATA AIA Life Leverages Digital Technologies to Create a Superior Customer Experience

Article Details
Pub. Date : November, 2021
Product Name : The IUP Journal of Marketing Management
Product Type : Article
Product Code : IJMM241121
Author Name : Dwarakanath Siriguppi* and Jitesh Nair
Availability : YES
Subject/Domain : Marketing
Download Format : PDF Format
No. of Pages : 12



The case study discusses the different digital initiatives undertaken by Tata AIA Life Insurance Company Limited (Tata AIA Life) and their impact on its business operations. The initiatives included equipping sales agents with smartphones and tablets, providing user-friendly mobile applications to customers that enabled them to access and download information and upload documents from their smartphones, implementing the Video Post Sales Calling (PSC) procedure to prevent mis-selling by agents, and deploying predictive tools to identify high-risk policies. Tata AIA Life adopted different digital technologies to simplify various post-sales services and processes such as customer service operations, redressal of customer grievances through the adoption and improvement of the Net Promoter Score (NPS) metric, timely payment of insurance premiums, as well as cross-selling and up-selling. The company plans to digitize more internal business operations such as data management platforms as well as external business operations such as electronic standing instructions.

Video technologies along with face recognition can help minimize and even eliminate mis-selling instances. Cognitive capabilities are helping insurers streamline the issuance processes. Application programming interface are bringing ecosystem players closer, thereby allowing convenience for customers.1

- Sachin Goel, Chief Technology Officer, Tata AIA Life Insurance, in June 2019.

Today's knowledgeable and connected customer expects service providers to be in step with their evolving needs. Our endeavour has always been to anticipate those needs and offer best-in-class service solutions. We will continue to explore innovative ways of servicing customers.2

- Yusuf Pachmariwala, Executive Vice President & Head - Operations,
Tata AIA Life Insurance, in October 2017.


Tata AIA Life Insurance Company Limited (Tata AIA Life), a joint venture since 2001 between India-based Tata Sons Pvt. Ltd. and Hong Kong-based AIA Group Ltd., had implemented several digital initiatives since 20133 across business operations, including customer onboarding, claims settlement, and policy maturity. By 2019, more than 66.6% of its customer service operations, including claims intimation, tracking, and settlements, were digitized.4 The digital strategy covered digital prospecting, consistency in customer experience across all touchpoints, intelligent journey orchestration, automated decisioning, and data insights.5