CRM Solution Improves Services and Efficiency, Ensures Customer Satisfaction

Star Union Dai-ichi Life Insurance (SUD Life) is a growing life insurance company. The manual customer management processes for customer queries and complaints was tedious, increasing resolution time and adding workload at the back office. To avoid customer satisfaction issues, SUD Life wanted to add new self-service options on its portal and enhance call center operations. With the help of Tata Consultancy Services, it deployed Microsoft Dynamics CRM 2011. The app auto-assigns cases, and empowers agents with the information to resolve most of the queries on a first-time basis. This greatly increases process efficiency and enables agents to resolve queries instantaneously, on the call, which earlier took up to 2─3 days. It subsequently results in higher customer satisfaction and enables the team to handle more queries, hence reducing the number of abandoned calls.


Registered in 2008, the Star Union Dai-ichi Life Insurance Company (SUD Life) is a joint venture between Bank of India, Union Bank of India and Dai-ichi Mutual Life Insurance Company (a leading Japanese company in the life insurance market). Headquartered in Mumbai, the company is committed to provide insurance to serve all sections of society.

For SUD Life, the key challenge was to develop a robust IT landscape that could offer the flexibility to develop and deploy new applications quickly.

In its early years, SUD Life was using a call management system (CMS) to track and manage queries from customers. But its scope and features were limited. A small customer services team would attend and log the calls manually. Hence, there were chances of missing calls and not adhering to the service level agreement (SLA).

Since CMS did not integrate with other systems in the organization, SUD lacked a 360-degree view of its customers. Agents did not have access to transaction records, policy information or customers’ details on their screens to address queries quickly. Moreover, the system could not capture query requests generated via other touch points such as the SUD website or SMS. “We spent a significant amount of time to service requests from any of these channels,” says Sanjay Dhavalikar, Senior Vice President ─ Operations and Customer Service, Star Union Dai-ichi Life Insurance. “The customer service team manually routed queries to the back office and the resolution took from two to three days.” Agents spent time on calls already resolved because they could not quickly crosscheck the request status. This manual process of assigning cases increases the chance of incorrect assignments resulting in further delays.

Additionally, the system could not generate effective reports; neither could it upload necessary documents. “We could generate a few reports from the system but none of them could provide real time data to the management for review and analysis,” recalls Manish Mimani, Assistant Vice President, Star Union Dai-ichi Life Insurance. Manually generating the reports and analysis took hours, and at times, days.”

To overcome these limitations and improve services and customer satisfaction, the need for a CRM solution was evident. Towards the end of 2011, SUD Life decided to enable its call center agents with a CRM solution to improve efficiency, effectiveness and customer service.

*Microsoft Dynamics CRM 2011 has significantly enhanced our customer service experience and satisfaction. Based on the performance of the last six months, we expect a huge ROI in the coming future.*

Sanjay Dhavalikar
Senior Vice President ─ Operations and Customer Service
Star Union Dai-ichi Life Insurance



After thorough research and detailed evaluation based on technical, functional and commercial aspects of various CRM solutions, the IT team at SUD Life selected Microsoft Dynamics CRM 2011.

SUD Life also selected Microsoft Gold Certified Partner, Tata Consultancy Services (TCS) as it is recognized for its expertise in the insurance domain. In February 2012, the IT team started the implementation of Microsoft Dynamics CRM 2011.

In the first phase, SUD Life deployed the services module, which was the immediate need of the organization. The company also launched an outsourced call center. It extended Dynamics CRM to all the customer touch points like the contact center, branches and regional offices, website, customer portal, email and SMS to captures queries and customer requests from all. The solution gives a 360-degree view of customers coming through any channel. For example, if a customer registers a query on the website and then makes a call at the call center, the agent is able to identify the original query and actions taken thus far. Once the query is resolved, all customer touch points are updated.

Dynamics CRM also defines the call category as query or complaint or request. Based on the call type, the system triggers a corresponding workflow and assigns it to the appropriate team.

TCS customized the solution to meet the unique needs of the back office and call center and to bring in greater efficiency. Dynamics CRM integrated with the call center’s telephony infrastructure (CTI) and dialer.

Integration of the CTI framework and dialer for out-bound and in-bound calling at the call center allows integrated interactions on telephone and computer to help users be more efficient. With automated workflows, calls automatically land to free agents in the appropriate team. At the same time, the customer’s record is picked up from the CRM and displayed on an agent’s desktop. The agent thus gets a complete picture of the customer’s details, transactions and query history on his/her desktop. This helps resolve customer complaints or queries quickly and effectively.

Besides, Dynamics CRM connects to its Operational Data Store (ODS). The ODS fetches data from its core system, Life Asia, that houses all the customer data and policy details and updates it in CRM, where all the calls and queries from customers reside. All the changes are thus always up to date.

Dynamics CRM also integrates with the Integrated Grievance Management System (IGMS) to facilitate on-line registration of policyholders’ complaints and track their status. It defines workflows as per IRDA (Insurance Regulatory and Development Authority) guidelines for real time integration with the IRDA website. Whenever a customer logs in a grievance, or it is subsequently updated, it is immediately updated onto the IRDA IGMS system in real time and vice versa. Simultaneously, CRM generates reports with real time data needed for business intelligence by the management.

SUD Life uses Microsoft BizTalk Middleware Server for real time integration of all the existing solutions. If any transaction takes place, it updates the policy administration system at the back end. It will soon extend the available interfaces for portal and other web applications to the CRM solution for call center agents to respond to customers, and also update the responses in CRM.

SUD Life completed a pan-India rollout in December 2012. It will soon launch additional functionalities on CRM by integrating with IVR and back-end systems.

*Prior to Dynamics CRM, it took days to resolve customer queries. Now queries are resolved almost instantaneously, thus reducing the TAT and improving the satisfaction level of customers*

Manish Mimani
Assistant Vice President
Star Union Dai-ichi Life Insurance



With a focus on customer-centricity, the company gets immense benefits on other business aspects from Microsoft Dynamics CRM. “Dynamics CRM enhances the effectiveness of most of our business processes, improving customer satisfaction,” says Sanjay.

Reduces Turnaround Time

“Prior to Dynamics CRM, it took days to resolve customer queries,” states Manish. Users logged queries in Excel worksheets and couriered corresponding documents to the back office. With Dynamics CRM, all the customer information and history is readily available in CRM. Users scan and upload all the necessary documents. “Now queries are resolved almost instantaneously, thus reducing the TAT and improving the satisfaction level of customers.”

Enhances Efficiency

The new solution enhances the capability of users, improves performance and efficiency to do daily tasks. The team generates MIS reports, with complete information about the kind of calls, type of service, issues, etc., that it was not able to entertain earlier, improving processes accordingly.

With Dynamics CRM, automation has further improved the efficiency of the call center and head office team. For the first time, query resolution at a call center and self-service portal have reduced the percentage of calls routed to the back office significantly, thus decreasing the pressure and workload. The same head office team now delivers more.

Provides High Quality Customer Service

Dynamics CRM has redefined the customer service strategy, with radical improvements in communication from all touch points.

With all the information readily available, customers make quick calls at the contact center, or login portal for self-service. This saves time, effort and visits to the branch office, enhancing the satisfaction level, along with a simultaneous increase in customer loyalty, thus improving business.

Promises High Return on Investment

“Based on the performance of the last six months, since when we went live on Microsoft Dynamics CRM, we expect to get huge returns on investment (ROI),” comments Sanjay Dhavalikar. With growing customer loyalty SUD Life is seeing an increasing number of customers and growing business. With teams equipped to handle more calls and customers, and improved responses on the portal and other Communication channels using CRM, SUD Life expects the actual operations cost to go down, further improving the ROI.

After moving from the back office to the call center, SUD Life is now planning to give mobile apps to its sales force to improve self-service and further reduce costs.

Microsoft Dynamics

Microsoft Dynamics is a line of integrated, adaptable business management solutions that enables you and your people to make business decisions with greater confidence. Microsoft Dynamics works like familiar Microsoft software such as Microsoft Office, which means less of a learning curve for your people, so they can get up and running quickly and focus on what’s most important. And because it is from Microsoft, it easily works with the systems that your company already has implemented. By automating and streamlining financial, customer relationship, and supply chain processes, Microsoft Dynamics brings together people, processes, and technologies, increasing the productivity and effectiveness of your business, and helping you drive business success. 

For more information about Microsoft Dynamics, go to:

About Tata Consultancy Services

Tata Consultancy Services is a leader in the global marketplace and among the top 10 technology firms in the world. Building on more than 40 years of experience, it adds real value to global organizations through domain expertise plus solutions with proven success in the field and world-class service.

For More Information

For more information about Microsoft products and services, call the Microsoft Sales Information Center at (800) 426-9400. In Canada, call the Microsoft Canada Information Centre at (877) 568-2495. Customers in the United States and Canada who are deaf or hard-of-hearing can reach Microsoft text telephone (TTY/TDD) services at (800) 892-5234. Outside the 50 United States and Canada, please contact your local Microsoft subsidiary. To access information using the World Wide Web, go to:

For more information about Star Union Dai-ichi products and services, call (91) (22) (3954 6300) or visit the website

For more information, TCS about products and services visit the website at:

This case study is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY.
Tamanho do cliente: Small Organization
Setor: Insurance
País ou região: India
  • Microsoft Dynamics CRM 2011
Perfil da organização:

Based in Mumbai, Star Union Dai-ichi Life Insurance is in the life insurance business in India. It is a joint venture company between Union Bank of India, Bank of India and Dai-ichi Life, a leading Japanese company in the life insurance market.

Situação comercial:

SUD Life earlier used an in-house call management system to manage calls and queries from its customers. The system was not able to cater to all customer calls, leading to high call handling time and high abandon rate.


  • Reduces turnaround time
  • Enhances efficiency
  • Provides high quality customer service
  • Promises high return on investment

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