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Digital Customer Experience in the Insurance Industry: Anadolu Sigorta

Whether it’s for healthcare, vehicles, home, workplace, or cybersecurity, the insurance system has become an indispensable security solution in modern life. We all feel safer when we’re paying the premiums of at least one of these insurance products.

The guest on this week’s What’s Next? webinar was Türker Güyevi, Customer Contact Services Manager of Anadolu Sigorta Digital Insurance and Customer Contact Department. Below are some of the highlights of our webinar on “Digital Customer Experience in Insurance.”

Despite impacting almost all industries, 2020, the year of the pandemic, could not prevent the growth of the insurance industry. In this period, health awareness has naturally increased, and this has in turn increased the interest in health insurance products. As expected, non-health-related insurance products saw decreases in premiums and number of claims. Reflecting its customer-oriented vision in its products and services with the motto “Safe in the Pandemic,” Anadolu Sigorta is an insurance company that was well-prepared for this period, as it started digitalizing its customer experience early on with next4biz. As an early adopter of digitalization, Anadolu Sigorta outperformed the industry growth average.

The pandemic has reminded all insurance companies of the importance of sustainability and digitalization. While the pace of digitalization in the industry was previously slower than expected, the pandemic has accelerated this process both in terms of crisis management and strategic aspects. During the remote working period, insurance companies quickly incorporated digital solutions into their practices as part of their crisis management approach to enable employees to provide services outside the office. They also rapidly and strategically commenced the digitalization of their insurance services. The early adopters of digitalization, like Anadolu Sigorta, have emerged victorious from this period.

During the pandemic, the first strategic step taken across the industry was the digitalization of sales processes. With consumers shifting their shopping habits to online platforms, insurance companies have completely digitalized their products and moved their insurance policy sales processes onto digital channels. Anadolu Sigorta had the opportunity to further boost its sales through its mobile applications and website.

The second strategic step towards digitalization involved after-sales services. This transformation has meant the end-to-end digitalization of customer experience management. Insurance customers can now manage all their policy transactions, claims, compensation, and support requests through digital channels.

Anadolu Sigorta has gone digital both in sales and after-sales services and developed mobile applications that can be used by all insurance customers during the pandemic, such as Mobile Insurance and Mobile Health. The company also created new insurance solutions for potential customers, such as Juno, and launched value-added services that have made life easier for consumers during the pandemic, including a valet service.

Having used next4biz for a long time, particularly in after-sales services, Anadolu Sigorta has positioned next4biz CRM at the center of interactions with all its stakeholders to manage all kinds of demands and complaints from customers. This enabled the seamless end-to-end management of customer issues with defined corporate processes and service level commitments for all elements related to customer issues inside and outside the organization.

In our webinar, Mr. Güveyi listed the four basic factors behind Anadolu Sigorta’s decision to use next4biz:
1. Integration flexibility
2. Ease of use
3. No-code adaptation without the need for software development
4. Full compliance with international standards focused on customer satisfaction, such as ISO 10002

We learned that Anadolu Sigorta, which measures customer satisfaction with automatic surveys after receiving a customer issue thanks to next4biz, has recently begun focusing more on NPS-based measurements, and even started to use the results of the Customer Satisfaction Index in internal performance management.
The company also incorporated the “AS’lı” metal-collar artificial intelligence into its processes, reaffirming its full commitment to digitalization investments. There is no doubt that this insurance giant, which constantly improves its sustainable service approach by making effective use of biometric technologies such as voice recognition, will further appeal to its customers with the new products and services it develops thanks to the agility brought by digitalization.

During the pandemic, the insurance industry grew by approximately 20 percent and was an early adopters of digitalization, with Anadolu Sigorta leading this shift in particular. One of the factors underlying the industry’s rapid recovery from this period is the technology investments made by taking the right steps at the right time. As a long-established firm, Anadolu Sigorta has started its customer-centric digital transformation one step ahead thanks to next4biz and continues to gain new customers at a rapid pace. With its process-oriented and end-to-end approach to customer service management, Anadolu Sigorta remains one of the most reliable insurance companies in the industry.
Gürkan Platin
Gürkan Platin, a graduate of Hacettepe University Management and Organization, worked as a manager in various positions at Mensan, Citibank, Garanti Bank and Credit Registration Bureau, respectively. Platin has been blogging since 1996 and his articles are published in various national and international publications.
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