WhatsApp self-service model helps Digit Insurance to serve 10 lakh service requests

Digit Insurance, one of India’s fastest growing general insurance companies said it has served nearly 10 lakh customer requests via WhatsApp in less than two years. The feature, which was launched in June 2020, has helped the company in moving towards a self-service model to enhance customer journey and experience.

Since inception, Digit has focused on leveraging technology across the value chain to improve processes — right from onboarding a customer to settling claims to renewing policies. Over the last two years, adopting best-in-class technology has helped the company in empowering customers with simple self-service tools and WhatsApp is one such example. Using WhatsApp self-service allows Digit’s customers to get real-time resolutions to their queries.

Customers can use WhatsApp to avail 15 key services including policy softcopy generation, claim status tracking, cashless hospitals list, renewal enquiry, pre-inspection status for motor insurance, roadside assistance request, cancellation of policy, and health claims registration. Other services offered include:

  • List of cashless workshops
  • Sales enquiry
  • Video for understanding claims process
  • Parivahan Status
  • Endorsements/change in details

Over 25% of all requests received were for downloading a softcopy of the policy document followed by claim status queries (7%) and policy renewal enquiry (7%). The highest number of requests came in from Delhi (28%), Bengaluru (15%), Mumbai (14%), Rajkot (5%), Ahmedabad (3%), and Surat (3%).

Praveen Bhat, Senior Vice President – Customer Experience and Happiness, Digit Insurance said, “Since the launch of our WhatsApp self-service feature, we have seen a huge drop in the number of requests received through calls and emails. We now cater to a greater number of customer requests via WhatsApp than emails and calls. Our WhatsApp facility has helped customers resolve their queries in real-time against the typical wait time experienced for receiving email responses or speaking with a customer care executive.”

On the human resource front, deploying such self-service tools has also enabled Digit’s employees to utilize the saved time to upskill themselves and learn more about products and other processes within the organization.

In FY21-22 alone, Digit received 7,12,542 service requests via WhatsApp. Further, the company found that nearly 95% requests came from customers who had already used the facility in the past. “A large part of India’s population is active on WhatsApp today, which makes it a great tool for addressing customer pain points and improving their overall experience. We are receiving repeat requests from customers given the ease that comes with using WhatsApp. As we go along, we should be able to leverage such platforms to provide more solutions and make customer journey hassle-free,” added Bhat.

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