Max Life enhances contactless services for customers, redefines its after-sales experience

In the last six months, Max Life has introduced a range of digital initiatives that are completely contactless and paperless, across most of its channels including the company's branch offices.

The company has overhauled the majority of the physical servicing touchpoints to digital and enabled more options of self-serve on its website.

The company also built an OTP authentication workflow which has eliminated the need for physical servicing forms in many work steams.

Max Life had also recently introduced WhatsApp for customer servicing, where they integrated their AI-based chatbot 'Mili', to serve customers round the clock.

This year, to date, more than 40 lakh service queries have been handled on digital platforms.

The success of this journey has ensured customer delight, with a substantial increase in the company's customer service net promoter scores (NPS score) by 42 per cent from last year.

The initiatives have also helped Max Life offer faster turnaround, efficiency, and agility to everyday operations, and offer safer solutions to its customer amidst the pandemic.

The company has also been able to significantly decrease the turn-around time in servicing performance by up to 50 per cent from last year.

"Max Life has many firsts to its credit when it comes to offering and creating a differentiated experience for its customer. In our endeavour to offer the best-in-class services and a seamless experience to our customers, we have committed ourselves to the journey of digitization of most of our business processes. One such initiative is our paperless and contactless servicing journey, which is designed to reduce errors while improving loyalty and customer experience significantly," said Manu Lavanya, Chief Operations Officer, Max Life.

"By achieving digital agility, Max Life has been able to digitalize all communication processes and give an alternate channel of service to our customers, especially in these times when we want our customers to get served wherever they are," he added.

Max Life has also digitized claims management to ensure that all support documents are accepted online, and customers are able to submit claims in a timely manner, using self-service options - website, digital bots, and AI-driven Interactive Voice Response.

Max Life Insurance Co Ltd ("Max Life") is a joint venture between Max Financial Services Ltd and Mitsui Sumitomo Insurance Co Ltd Max Financial Services Ltd is a part of the Max group, an Indian multi-business corporation, while Mitsui Sumitomo Insurance is a member of MS & AD Insurance group.

Max Life offers comprehensive protection and long-term savings life insurance solutions, through its multi-channel distribution including agency and third distribution partners.

Max Life has built its operations over almost two decades through a need-based sales process, a customer-centric approach to engagement and service delivery and trained human capital.

As per public disclosures, during the financial year 2019-20, Max Life achieved a gross written premium of Rs 16,184 crores. As of 31st March 2020, the Company had Rs 68,471 crores of assets under management (AUM) and a Sum Assured in Force of Rs 913,660 crore.

For more information, please visit the company's website at

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