TATA AIG GENERAL INSURANCE COMPANY LIMITED - Insurer Innovation Award 2024

1. TATA AIG - Customer App

2.  Overview:
- It is no secret that the new-age customers in India (or even globally) are more demanding and ‘super
convenience’ is their top priority when buying a product or service. Insurance industry is also now being
pushed to shed its previous ways of customer handling and transform itself to meet the new expectations of
the customer.
- One of the emerging technologies or applications which is widely being accepted by customer today is an APP.
Whether it is the banking industry or the food industry or travel industry, customer preferences to buy
product/services is clearly shifting towards APP platform.
- Online mobile APP data market company, APP Annie, recently named India as the world’s fastest-growing
market for mobile applications on both the Apple iOS and Google’s Android Play Store (Source). Study tells
that people are engaging more via APP and this highlights the potential that a mobile APP can hold across
industries.

3.  The scope and description of the project encompass various aspects:
- Need for APP: As mentioned above, clearly Indian customer’s are shifting their buying preference towards APP and we at
TATA AIG wanted to capitalize on this new growing opportunity. The data also indicated that, despite a significant portion of
our customer base having downloaded the TAGIC APP, only 4.5% utilized it for renewals in FY 22-23. Recognizing untapped
potential, we aimed to enhance retention business through the APP especially since it is a far cost-effective platform
compared to other digital applications.
- Renewal journey utilization: The renewal journey facilitated by the APP encompasses policy renewal, policy issuance, and
seamless, anywhere, anytime access. It aims to streamline the process, making it effortless for customers to renew their
policies and access insurance services on-the-go. The project leveraged the renewal journey to increase APP downloads,
engage customers actively through personalized communication strategies such as push notifications, and analyze customer
patterns through data analysis. Insights from data analysis were utilized to capitalize on emerging customer patterns.
Sending APP specific communications to customers to show cast the benefits and features available on APP on all the
available channels across LOBs via SMS/Email/WhatsApp
- Reducing the traffic faced by Customer Service team by promoting a seamless self-service platform like APP. APP could
prove to be a one stop solution for all customer needs and eventually could also improve our NPS score.

4. App Push
notification
In-App
Messages
Nudges Newsletters Engagement
19% of our 4W base have downloaded the APP (This number was 10% last year)
8% of our 2W base have downloaded the APP (This number was 4% last year)
17% of our Health base have downloaded the APP (This number was 15% last year)

5. App Push Notification
 Live with App Push
notification on
customers number
from which App got
downloaded
App Downloads
 App download
option is now shared
with customers on
all communication
SMS/EMAIL/WhatsApp
 App downloads
increased :
 4w: 10 % to 19%
 2w: 4% to 8%
 Health: 15% to 17%
No. of downloads
 GPW  Total revenue
generated from App this
year is 50 Cr
 Self Assisted Conversion
uptake from App is 2% in
all LOB
Conversion Uptake
4. A brief description of the tangible benefits to internal & external stake holders:
236% Increase in premium from previous year
FY 22-23
14 Cr
FY 23-24
50 Cr

7. THANK YOU