Microsoft Dynamics

Customer Solution Case Study

Insurance Company Gains Competitive

Edge, Increases Customer Base with

Overview “The solution creates an efficient working

Country: India
Industry: Insurance
environment for us, and we are seeing the
results in more satisfied customers.”
Customer Profile
Srinivasan Iyengar, Director - Information Technology & Change Mgt, AEGON
AEGON Religare Life Insurance
Religare
Company Limited, launched in July
2008, is a joint venture between
AEGON, a leading life insurance and
pension group and Religare, a
diversified financial services group
AEGON Religare Life Insurance, a new player in Indian
in India.
insurance market, is dedicated to build a firm future,
Business Situation
both for customers and employees by balancing a local
A new entrant in India, AEGON
Religare did not have a customer approach with the power of an expanding global
management solution. To capture a
operation. A new entrant in the insurance industry, the
dominant market share in the highly
competitive insurance industry, the company needed to target and capture significant
company required an efficient
market share. To help achieve its goal, the company
solution to manage customers
through the entire lifecycle. required a robust, integrated customer relationship
management solution. With help from Religare
Solution
To accomplish its goals, AEGON Technova, a Microsoft® Certified Gold Partner, it opted to
Religare opted to implement
deploy Microsoft® Dynamics™ CRM 4.0. The
Microsoft® Dynamics™ CRM 4.0
with help from Religare Technova, a implementation has aligned the company’s sales and
Microsoft® Certified Gold Partner.
customer services strategies. It has also resulted in
Benefits increase in efficiency of business processes across
 Improves efficiency across
branches.
branches
 Enhances customer satisfaction
 Provides greater customization
 Situation
AEGON, one of the world’s largest life
insurance and pension groups and
Religare, one of India’s leading
integrated financial services groups,
have come together to launch AEGON
Religare Life Insurance Company
Limited. This venture is dedicated to
build a firm future, both for customers
and employees and will continue to
balance a local approach with the
power of an expanding global
operation.
“With faster, The company launched its pan-India
multi-channel operations in July, 2008
automated with over 25 branches spread across
processes within the India. Its business philosophy is to
help people plan their life better. It
new system, provides high quality advice to
employees can customers and offer superior
customer service.
spend more time
building customer In an industry first, AEGON Religare
Life Insurance offers policy servicing
loyalty.” on the phone via Interactive Voice
Srinivasan Iyengar, Director - Response (IVR) System by issuing the
Information Technology & Change customer a T-Pin for authentication. It
Mgt, AEGON Religare is also the first company to include
the customer’s medical report in the
policy kit.
In a servicing industry, Lead
Management and Case Management
are the areas where a company has
to concentrate more to make
themselves different from others. The
main objective for AEGON Religare
was to automate its sales force,
customer service, and reporting
systems.
Some of the other challenges faced
by the company were:
 Auto assignment of Lead to Direct
Agency or Tied Agency as per-
defined logic
 Servicing City mapping for
assignment of Lead
 Pin Code mapping for assignment of
Lead to Business Manager or Agent
 Sending alerts to user
 Escalation of mails of multiple Leads
 Incorporating Non-CRM users in a
case
 Mapping Department with
Assignment and escalation of the
case
 Auto assigning cases to Non-CRM
user
There was a pressing need to
incorporate certain processes.
Elucidating the need for customer
management solution, Srinivasan
Iyengar, Director - Information
Technology & Change Mgt, AEGON
Religare says, “Customer-focused
strategies require CRM solution to
help acquire customers thorough
various touch points and translate
operational data into actionable
insights for proactively serving
customers.” As a result, the company
decided to opt for a solution that
would help it achieve competitive
advantage.
Solution
AEGON Religare considered a number
of options and decided to implement
Microsoft® Dynamics™ CRM 4.0,
supported by Religare Technova, a
Microsoft® Certified Gold Partner.

According to Srinivasan Iyengar, “Our
industry faces unique, multiple
challenges such as high levels of
customer churn; attaining net growth
in customer base; selling more
products to existing customers to
improve profitability etc. Religare
Technova which has in-depth
understanding of the financial
services industry and its demands is
best suited to partner with us in our
endeavour to streamline.”
The company selected Microsoft®
Dynamics™ CRM 4.0 as the base
application for Lead Management,
Service Management and Campaign
Management. It also has the facility
to customize and get maximum
output in terms of day-to-day data,
which can be used for MIS reports.
The two important modules that were
customized by the solution were:
 Lead Management System: This
is the most important system where
the company interacts with
prospects. To have better control,
prompt action and outstanding
service to the customer, a special
logic is introduced in the Lead
Management System, which will
automatically allocate the nearest
agent for each Lead. An allocation
SMS alert is dispatched to the agent
along with the client details. The
leads can be generated by Web,
internal portal, e-mail, SMS, phone
or direct walk-in.
 Case Management System: The
client base can be retained and also
grown by solving issues as early as
possible. In this system, cases
automatically get assigned based
on the reason type and severity. All
case related activities are recorded
in CRM Activities and have
escalation as well. The user defined
escalations play a significant role to
follow and control the company
process, and provide quick service
to the customer. Cases can be
raised by phone, e-mail, Web, or
internal portal.
“Microsoft® Dynamics™ CRM 4.0 is
designed specifically to meet the
needs of client-facing staff of
insurance companies,” shares
Srinivasan Iyengar.
Some of the unique requirements
addressed with the new solution
were: Customer Service Automation,
Lead Management, Case
Management, and Campaign
Management.
Commenced in September 2007, the
implementation was completed by
February 2008. The solution was
implemented at the company’s office
in Mumbai and access was extended
across all locations. AEGON Religare
deployed the Sale, Marketing, and
Service modules.
With Microsoft® Dynamics™ CRM 4.0,
employees are better equipped to
deliver highly personalized customer
services and improve customer
satisfaction. The company now has a
solution that will support the team’s
growth for years to come.

Benefits
Microsoft® Dynamics™ CRM 4.0
allowed AEGON Religare a granular
view of its customers, helping the
company to design better products,
improve service levels and reduce
operational costs significantly.
Improves Efficiency Across Branches
AEGON Religare has more than 50
branches across India where leads are
assigned and cases addressed.
“Because of Microsoft® Dynamics™
CRM 4.0, all leads are assigned
automatically and every lead is
attended based on the assignment
matrix,” says Srinivasan. “In addition,
agents get the assignment alerts
along with client information, which
ensures that services of all agents
across India are properly utilized.”
are seeing the results in more
satisfied and successful customers,”
says Srinivasan Iyengar.
Provides Greater Customization
The solution also improves campaign
management for AEGON Religare. It
traps all promotional activities of the
company. A custom made campaign,
KILB – Kum Insurance Lene Ki Bimari,
was introduced by AEGON Religare
and all leads were mapped with this
promotion management tool. The
response of the campaign was
captured through Microsoft®
Dynamics™ CRM 4.0.
By this the company will able to know
the impact of the promotion. In
addition, all leads will be attached
with the latest active campaign which
will help company take monitory calls.

Srinivasan says, “With faster,

automated processes on systems,
employees can spend more time
building customer loyalty. As a result,
productivity has improved.”

Enhances Customer Satisfaction

With a combination of easy-to-use
customer interfaces and robust
functionality, Microsoft® Dynamics™
CRM 4.0 delivers quick and easy
access to customer information.
Clients can reach the company by all
possible mediums like, direct walk-in,
phone, e-mail and SMS. This intuitive
access has improved both employee
and customer satisfaction.

“The solution creates an efficient

working environment for us, and we
For More Information
For more information about
Microsoft products and services, call
the Microsoft Sales Information
Center at (800) 426-9400. In
Canada, call the Microsoft Canada
Information Centre at (877) 568-
2495. Customers who are deaf or
hard-of-hearing can reach Microsoft
text telephone (TTY/TDD) services
at (800) 892-5234 in the United
States or (905) 568-9641 in Canada.
Outside the 50 United States and
Canada, please contact your local
Microsoft subsidiary. To access
information using the World Wide
Web, go to: www.microsoft.com
For more information about AEGON
Religare products and services,
1800 209 9090 or visit the Web site
at: www.aegonreligare.com
For more information about Religare
Technova products and services,
write to
connect@religaretechnova.com or
visit the Web site at:
www.religaretechnova.com
This case study is for informational purposes only.
MICROSOFT MAKES NO WARRANTIES, EXPRESS OR
IMPLIED, IN THIS SUMMARY.
Document published January 2009
About Religare Technova
Religare Technova Limited is the
holding company for the IT business
of a large diversified Indian
transnational business group. The
Religare Technova umbrella includes
Religare Technova Global Solutions
Ltd. (formerly Asian CERC Information
Technology Ltd and Capital Market
Solutions Pvt. Ltd.), a global leader in
providing Enterprise Software
Solutions to the Capital and Financial
markets; Religare Technova IT
Services Limited, which provides
Enterprise IT Solutions and Religare
Technova Business Intellect Ltd.,
which provides Knowledge
Management Solutions.
Currently with over 1500 employees
and presence in over 10 countries,
Religare Technova is poised to be a
leader in the global IT space. The
group entities have partnered with IT
majors, Independent Software
Vendors (ISVs) and Internet
companies to provide a broad
spectrum of IT services, products and
solutions to their customers. Religare
Technova focuses on clients in key
verticals such as Banking and
Financial Services, Insurance, Capital
Markets and Health Sciences.
Software and Services
 Microsoft Dynamics
− Microsoft Dynamics CRM 4.0
 Microsoft Server Portfolio Products
− Windows Server 2003
− Microsoft SQL Server 2005
− Windows Terminal Server
Microsoft Dynamics
Microsoft Dynamics is a line of
integrated, adaptable business
management solutions that enables
you and your people to make
business decisions with greater
confidence. Microsoft Dynamics works
like familiar Microsoft software such
as Microsoft Office, which means less
of a learning curve for your people, so
they can get up and running quickly
and focus on what’s most important.
And because it is from Microsoft, it
easily works with the systems that
your company already has
implemented. By automating and
streamlining financial, customer
relationship, and supply chain
processes, Microsoft Dynamics brings
together people, processes, and
technologies, increasing the
productivity and effectiveness of your
business, and helping you drive
business success.
For more information about Microsoft
Dynamics, go to:
www.microsoft.com/dynamics
Hardware
 Dell PowerEdge X86, Intel Xeon 2
GHz, 2 GB RAM, 300 GB HDD
Partner
 Religare Technova Limited