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Adopting customer-centric tweaks to get ahead

Life insurers here have turned to delivering needs-based services to improve their competitiveness. And this move has paid rich dividends for the sector.

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Insurers are looking to address possible gaps in service delivery, particularly in terms of handling complaints. For instance, Great Eastern said it has invested significantly in the past two years in setting up a robust complaints handling framework.

CUSTOMER centricity is the latest buzzword among life insurers here as they turn to delivering needs-based services to get ahead of one another in a highly competitive environment. And the focus on customers' needs have paid off for the sector.

The 2014 national survey that measures the