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Customer Retention and Revival

Abdul August 16, 2020

Leading Life Insurance Company In India

Problem Statement

  • An overall lapse rate of 60% especially in policies issued, challenge was in retaining specific high valued customers and optimization of retention activity
  • Also an intention to integrate the customer acquisition system and retention processes into analytics.

Analytics Led Approach

  • Thorough analysis of customer and policy information (along with other data), to provide clear directions and actions for controlling attrition
  • Given are high level process steps which were followed :
    • Data Exploration – Combining Policy; Customer; Prospect and Agent Data
    • Data processing and Variable Selection
    • Analytical Model Development
    • Model Output
    • Reports & Insights

Business Impact

  • A 360degree view of the risk that is being underwritten (mortality & morbidity risk, early claim & attrition risk, money laundering risk) was developed
  • Utilities for agents to identify the right products to recommend to the customers based on the 360-degree view of the risk even before UW process starts was designed

Critical Success Factors

  • Revived 3.5% of the value in a month of actual implementation
  • Brought back 4.5% of the lapsed customers

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