Mr. Gaurav Arora – Chief Reinsurance, UW & Claims for Property & Casualty, ICICI Lombard 

In today’s rapidly evolving digital landscape, customer service remains at the heart of any successful business. At ICICI Lombard, we constantly strive to innovate and leverage technology to enhance our customer interactions, ensuring that our clients receive seamless and efficient support throughout their journey with us. One such ground-breaking solution is the introduction of Cloud Calling into our claims management process.

Historically, communication between customers and their assigned to Motor Claim Manager (MCM) has been conducted via traditional phone calls, reaching out to customers using their company-provided mobile numbers. While this system has been functional, it presents several challenges that can affect the customer experience, especially during the claims process—a critical period where clear and timely communication is essential.

Let us delve into the traditional claims communication process, the pain points it presents, and how our new Cloud Calling feature addresses them, revolutionizing the way we manage customer claims interactions.

The Traditional Claims Communication Process

When a customer files a claim, they are assigned a Motor Claim Manager (MCM) who acts as their primary point of contact throughout the claims journey. Communication between the MCM and the customer occurs via phone calls, with the MCM using their company-issued mobile number. This number is shared with the customer through SMS, allowing them to connect directly with their assigned MCM as needed. Given that a typical claim remains "live" for an average of 14 days, there can be numerous interactions between the MCM and the customer until the claim is resolved.

While this approach has worked for many years, it has some inherent limitations:

1. Multiple Touchpoints: With ongoing interactions, customers must remember the specific phone number of their assigned Motor Claims Manager (MCM). If the MCM changes mid-process, there can be confusion regarding whom to contact, resulting in delays in communication.
2. Availability Issues: Motor Claims Managers (MCMs), like any professionals, may be traveling, attending meetings, or handling other customer cases. During these times, they may not be immediately available to answer customer calls, leading to frustration for customers seeking quick updates or clarifications.
3. Lack of Accountability: In the traditional model, tracking the number and nature of calls between the MCM and the customer is not always systematic. As a result, it can be difficult for managers to assess the efficiency of communication or resolve any disputes that may arise regarding unreturned calls.

Enter Cloud Calling A Modern Solution for Seamless Communication

Recognizing these challenges, ICICI Lombard has developed the Cloud Calling feature, which is now available to streamline and improve the claims communication process. This system allows Motor Claims Manager (MCMs) to connect with customers using a dedicated virtual number, offering numerous advantages over the traditional model.

Here are the key benefits of Cloud Calling:

1. Single Contact Number for Customers

With Cloud Calling, each customer is provided with a single virtual contact number that they can use to reach their assigned MCMs. This eliminates the need for customers to remember multiple numbers, providing a simpler, more consistent communication experience. Regardless of whether the MCM changes or is reassigned during the claims process, the customer continues to use the same number, ensuring continuity and reducing the potential for confusion.

2. Comprehensive Call Management and MIS Tracking

One of the most significant advantages of Cloud Calling is the introduction of a robust Management Information System (MIS). This system automatically tracks all calls made between the MCM and the customer, including:

• Number of calls initiated by the Motor Claims Manager (MCM)
• Number of calls made by the customer
• Missed calls from either side

This data provides valuable insights into communication patterns and enables managers to identify any gaps in the claims process. For example, if a customer has made multiple unanswered calls, managers can step in proactively to ensure that the issue is addressed before it escalates. Additionally, the system can generate reports on call frequency and duration, offering a clear overview of the MCM’s responsiveness.

3. Auto Redirection to Managers

In cases where the assigned Motor Claims Manager (MCM) is unavailable—whether they are unable or preoccupied with another task—the Cloud Calling system automatically redirects the call to the motor claim manager. This ensures that the customer is never left waiting for long periods without support. By providing an escalation mechanism, we can guarantee that urgent customer queries are addressed promptly, enhancing the overall claims experience.

4. Quality Assurance

At ICICI Lombard, we believe in continuous improvement, especially when it comes to customer service. One of the standout features of Cloud Calling is the ability to record customer-MCM interactions. These recordings serve multiple purposes:

• Quality Assurance: Managers can review conversations to ensure that MCMs are providing accurate information and handling customer queries with professionalism and empathy.
• Training and Development: By analysing call recordings, we can identify areas where MCMs may need additional training or support. This helps us refine our approach and improve the quality of service over time.
• Dispute Resolution: In the rare event of a dispute between a customer and a MCM, recorded calls provide an objective record of the conversation, helping us resolve issues fairly and transparently.

The Impact of Cloud Calling on Customer Experience

Cloud Calling represents a significant leap forward in how we manage customer interactions during the claims process. By introducing this virtual number system, we are addressing several pain points that have historically hindered smooth communication. The benefits of this new system can be summarized as follows:

• Consistency and Simplicity: With a single point of contact, customers no longer need to track multiple numbers or deal with the inconvenience of a changing MCM.
• Improved Responsiveness: The auto redirection feature ensures that customers are always able to reach someone who can assist them, even if their assigned MCM is temporarily unavailable.
• Greater Transparency: The MIS system provides comprehensive tracking of all communications, offering both customers and managers clear visibility into the status of claims interactions.
• Enhanced Accountability: Call recording allows us to monitor and improve the quality of customer service, fostering a culture of accountability and continuous improvement.

Looking Ahead: Expanding the Use of Cloud Technology

As we continue to innovate and explore the potential of cloud-based solutions, the launch of Cloud Calling is just the beginning. The integration of cloud technology into our customer service operations opens the door to further advancements, such as AI-powered virtual assistants, real-time analytics, and automated follow-up systems. These technologies will enable us to provide even faster, more efficient service while maintaining the personal touch that our customers’ value.

At ICICI Lombard, we are committed to staying at the forefront of technological advancements that improve the customer experience. Cloud Calling is a testament to our dedication to providing solutions that not only meet but also exceed our customers’ expectations.

In conclusion, Cloud Calling has the potential to revolutionize the way we manage claims communications, enhancing efficiency, improving transparency, and ultimately delivering a superior customer experience. We look forward to continuing our journey of innovation and creating solutions that make the claims process smoother, simpler, and more satisfying for our customers.