AKSigorta Annual Report 2018
Main Developments in 2018
Embracing the concept of next-generation insurance, Aksigorta is focusing its efforts on easy, understandable and accessible products and services. Aksigorta is expanding beyond the boundaries of the insurance business and bringing a fresh perspective to the sector by looking through the eyes of the customer.
28 thousand
Supplemental MTPL Policies
500
PURA interviews
Aksigorta Innovation Platform PURA
Adopting an innovation approach and methodology, Aksigorta established PURA, an innovation platform. Approximately 100 employees have already joined this platform. After receiving training on the methodology of innovative thinking, the PURA team identified the main needs by speaking with agencies, customers, and also non-customers. To this end, the PURA team conducted approximately 500 interviews concerning MOD, health, home and workplace insurance products, and developed new value propositions through different perspectives. Aksigorta is getting ready to introduce new products in health, home and workplace insurance segments, which have been inspired by the ideas developed by PURA to attract non-customers specifically, in 2019.
Customer Focus
Aksigorta expands its product portfolio by taking a customer-centric approach. The Company conducts its business operations in accordance with customer needs in order to reach out to more customers. Putting customers at the center of its next-generation insurance strategy, Aksigorta asks customers about their needs and expectations in this category. In line with its goal of expanding the market and increasing the use of insurance, Aksigorta identified its target market as noncustomers. The Company conducted in-depth interviews with customers and launched “Supplemental MTPL Packages” as the first example of these efforts.
In just 2 months, Aksigorta sold approximately 28 thousand “Supplemental MTPL Packages,” mainly in Istanbul, Ankara and Izmir, and generated TL 16 million in premiums. The Company aims to sell these plans to 1 million people by the end of 2019.
Aksigorta goes “Beyond”
In line with its new brand proposition, “Beyond,” Aksigorta shifted its focus from the product to the customer. Accordingly, the Company is expanding the boundaries of the insurance business by looking through the eyes of the customer. The first commercial of the new advertising campaign, which was developed to communicate the new brand proposition, rolled out on November 21. Aksigorta shifted its focus from the content of the products and services to the needs and lives of its customers. The Company’s image commercial communicates the slogan, “With Aksigorta, everything is beyond what you expect, because Aksigorta is always going beyond” and features the actor Ali Yağcı.
After this film, which was produced by Tribal Worldwide Istanbul, the next commercial introducing Aksigorta’s “Supplemental MTPL Packages” has also been aired. The jingle goes, “Ba bam bambaşka,” and the campaign has been rolled out on TV, outdoor, press and digital media.
Aksigorta, aims to offer its customers a futuristic insurance experience. The Company launched the first artificial intelligence application in the sector.
2 million
The number of planned transactions with ADA
30%
The rate of reduction in ClaimsChat application’s process completion time
ClaimsChat Application
ClaimsChat application enables Aksigorta to respond to customers’ queries about their claims via live chat. After receiving claim notices from customers, the application creates a WhatsApp group consisting of an expert, a file officer, service and customer representative for fast and transparent communication. The customer posts photographs of the damage/loss in the WhatsApp group. Then, the claim document is indexed automatically. The expert asks customers questions to create the report. The file officer shares claims and payment information with the group. When the process is completed, the AI executes a sentiment analysis of the conversation and sends the data to the CRM system.
Based on experience scores of 1,500 customers, customer satisfaction score rose to 4.5 out of 5 since the launch of the project. Additionally, process completion time was reduced by 30%.
ADA (Aksigorta Digital Assistant)
Aksigorta, aims to offer its customers a futuristic insurance experience through digitization of business processes. In line with its digitalization strategy, the Company launched the first artificial intelligence application in the sector. ADA (Aksigorta Digital Assistant) reduced the response time to respond to agency requests from 2 hours to 2 minutes. ADA is currently being used for 30 different processes across 6 departments. Aksigorta aims to execute 2 million transactions every year by using ADA, and eliminate routine operations from employees’ job descriptions to direct them toward more value-added activities. The project is intended to increase employee and customer satisfaction as well as productivity; and it’s also expected to improve operational efficiency significantly.
The natural language processing feature of ADA enables Aksigorta to use the application together with Robotic Process Automation (RPA) for unmanned, automated authorization processes. This feature also makes it possible to analyze HR processes in a fast and simple manner. Thanks to the image recognition technology, ADA can easily categorize files, a task that normally takes up a substantial amount of time in the insurance business. Aksigorta aims to actively use ADA in all insurance processes in the near future, by utilizing all AI elements and other technologies integrated with these elements.
ADA is able to process 5 thousand e-mails daily with its “Image Recognition and Classification” feature. During its first four days of operation, ADA processed and categorized 3,258 documents sent by 1,938 e-mails, with a success rate of 98.4%.
Aksigorta aims to offer its customers a futuristic insurance experience through digitization of business processes. Therefore, the Company has been heavily investing in the RPA technology in the last 2 years. On August 1-2, Aksigorta hosted the “Ageas Robotic Workshop Event,” bringing together 10 Ageas executives from other countries in Istanbul. The purpose of the event was to advise Ageas, Sabancı Holding’s partner in Aksigorta, on robotics technologies. During the event, various workshops on robotic processes and technologies were held and action plans for the future were discussed.
Information Transfer from Aksigorta to Southeast Asia
Etiqa, an insurance company based in Southeast Asia, chose Aksigorta’s RPA (Robotic Process Automation) solution to optimize its operational processes. Aksigorta initiated RPA in early 2017 and has been successfully using it for one year. Aksigorta’s RPA team delivered training sessions on identifying and defining processes, and the effective use of RPA program Blue Prism, at Etiqa’s headquarters in Singapore.
Having implemented the project in more than 20 processes over the past year, Aksigorta also provided support to Etiqa on automating the process of creating claims files with a virtual worker. Usually requiring an employee to work on two separate systems in a 20-minute process, the virtual worker was able to complete this process in just 3 minutes. The team also provided technical support on how to perform 2 different operational processes with a virtual worker.
Aksigorta’s “Aksiyon” Application
Constantly introducing new initiatives in IT and digitalization, Aksigorta launched “Aksiyon,” a digital sales management application. Aksiyon mobile application, which is supported by state-of-the-art data analytics and a CRM system, was designed to serve the sales team both in the field and at the office. The activity management feature enables Aksigorta employees to create their monthly visiting programs in advance, and enter their visit notes in the system by either writing or voice typing. They can also access current production data and reports about their distribution channels wherever and whenever they want. Additionally, sales teams began using this application for forecasts and estimates, which are derived from the CRM system and AI applications that run on other data systems. As a result, they became able to manage their sales channels proactively.
Other remarkable features of the Aksiyon application include instant notifications, MOD analysis, route planning to reduce the time spent in traffic, and navigation.
Combining CRM, mobile and AI technologies, Aksiyon application enables Aksigorta to get a 360-degree view of its customers, starting at the sales phase; understand them better; contact them directly; and thus deliver excellent customer service.
Big Data Behavioral Analytics and Visualization Laboratory (BAVLAB):
Aksigorta launched the “Initiative on the Discovery and Analysis of Big Data in Insurance,” together with the “Big Data Behavioral Analytics and Visualization Laboratory (BAVLAB),” which was co-founded by Sabancı University and the Massachusetts Institute of Technology (MIT). Within the scope of this project, Aksigorta developed a conceptual model aimed at lost MOD customers, and achieved 83% success rate. In the agency channel, the Company achieved 1% progress, which corresponds to a premium value of TL 5 million from lost MOD customers. It’s expected that the program will lead big data analytics and the development of new strategies in the insurance industry.
Aksigorta launched the “Initiative on the Discovery and Analysis of Big Data in Insurance,” together with the “Big Data Behavioral Analytics and Visualization Laboratory (BAVLAB),” which was co-founded by Sabancı University and the Massachusetts Institute of Technology (MIT).
Management Trainee Program
Aksigorta initiated the Management Trainee Program to attract young talent, who can adapt to the new conditions in the rapidly changing world, and to create a talent pool in order to cultivate future leaders within its own ranks. Initially, 23 fresh university graduates participated in the program as management trainees. The MT Training Program, which consisted of 5 modules delivered over 5 months, was designed in a way to strengthen the ties between the management trainees and Aksigorta as well as to improve their technical and personal skills. The MT Training Program is supported by Augmented Reality (AR), an experience-based learning technology, and a mini coaching program that aims to help participants take an internal journey to self-discovery. The modules enable the participants to actively affect each other’s development through mutual learning methods.
Aksigorta Expanded Management Meeting
Aksigorta’s traditional “Expanded Management Meeting” was held on November 24, 2018 with the participation of leaders and managers. At the meeting, which was organized at Sabancı Museum “The Seed,” the participants evaluated the 2018 results for the industry and Aksigorta, the 2019 budget and targets, and economic projections. Bart De Smet, CEO of Ageas, Aksigorta’s foreign partner, shared Ageas’s strategy for 2021 with the participants.
Nearly 70 Aksigorta employees from relevant departments participated in a workshop, held at Sabancı Museum The Seed to discuss growth potential in non-motor branches in 2019.
