CEYLINCO LIFE

Q: How has the concept of customer service evolved in recent times?

Ruvini: As a life insurance company, Ceylinco Life is focussed on delivering customer centric services. The pandemic-induced disruptions saw the company transforming its customer services onto digital platforms along with other multiple touch points to ensure consistency of the customer experience.

As a result, our clients can now connect with us via digital platforms such as the customer service app, video calls, web chats with our chatbot Ceylena and through text messages.

Q: And how does your organisation add value to the overall customer experience?

Ruvini: Our main strategy is to please our clients and that entails going the extra mile to deliver personalised care. We take our responsibility of delivering our promises on time very seriously and this entails the delivery of relevant benefits, advance payments and claims.

Our new Doorstep Claims Process ensures we remain connected with our customers throughout the policy life cycle, right up to the realisation of the policy by following up through our call centre, customer doorstep visits and customer feedback.

Our value additions and technological advances are aimed at making life easier for our clients to maintain their policies. Staying in regular touch with them enables us to live up to our brand promise – ‘Relationship for life.’

Q: What’s the measurement used to gauge service quality?

Ruvini: Ceylinco Life has several mechanisms to measure satisfaction and elicit feedback in the customer journey. As part of Ceylinco Life’s strategy, we consistently measure service quality by pulling together all the available data.

We leverage Customer Relationship Management (CRM) to obtain and analyse satisfaction scores, and pursue conti-nuous improvement to ensure quality levels. And we ensure that we operate in compliance with the guidelines set by the Insurance Regulatory Commission of Sri Lanka.

The company conducts internal and external surveys to cover all customer touch points throughout the life cycle of an insurance policy. They cover the call centre, customer service department and customer satisfaction feedback. We also send text messages to our clients on their birthdays and anniversaries to get feedback.

When it comes to quality measurement, we have introduced a new feature in our call centre operations that allows us to seek feedback from customers after every call. They can rate the level of service they recei-ve from our call agent and how it makes them feel.

Q: What are the latest trends in customer excellence?

Shyamala: When it comes to our industry, unlike other consumer products that could have a ‘pull,’ our insurance products have to be ‘pushed’ to customers. This created a real challenge during the pandemic since we were unable to physically visit customers due to travel restrictions. The fuel issue continues to reduce face-to-face interaction.

So to overcome this challenge and demonstrate innovation, Ceylinco Life expanded its reach to customers through digital and other touch points. One of the key trends is the deployment of multiple payment channels such as cash deposit machines, points of sale, supermarkets and ATMs at any bank in the country.

In addition, the Ceylife customer digital app can be downloaded by clients irrespective of whether they are here or overseas, and they can request our services through the app, make premium payments or make inquiries 24/7.

One of the newest innovations by Ceylinco Life is the electronic Know Your Customer (eKYC) process, which eliminates the need to visit the branch. The entire sales process is on the verge of being digitalised – from filling the proposal to collections. Considering the paper shortage in the country, a temporary receipt of payment is issued by way of a text message to customers.

Q: Is the industry facing any challenges in terms of customer excellence?

Shyamala: One of the downsides of digital platforms is the erosion of direct contact with clients. This is a challenge that’s faced by customers and staff across various industries.

The other challenge is the economic volatility and the decline of disposable income. Customers are concerned as to how they can continue making their premium payments. This is a problem being faced by the entire insurance industry.

Q: What are the organisation’s future plans?

Shyamala: Digitalisation is our main strategy for the next three years. So from the sales process to customer payments, we have focussed on digitalising all customer facing applications. We are now looking into internal processes to see how we can add more value.

In addition, we are devising innovative life insurance products to match the needs of the current generation including retirement plans and four year investment plans as opposed to two years so that customers can save for a longer term and enjoy higher returns. We also plan to launch products coupling retirement and death benefits. These initiatives are the result of actual customer needs expressed by them in our market surveys.

“The company conducts internal and external surveys to cover all customer touch points throughout the life cycle of an insurance policy”

Telephone 2461461  |  Email care@ceylife.lk/service@ceylife.lk  |  Website www.ceylincolife.com