Since Ayudhya Allianz C.P.’s customer-centric approach has recently resulted in increased premiums from all distribution channels, the company continues to maximize this approach as a key mean of achieving sustainable growth. The company has been using Net Promoter Score (NPS) to survey customer loyalty and satisfaction, comparing with other life insurance companies in the industry. Last year, the survey result indicated that Ayudhya Allianz C.P.’s customers hailed the company as number one in Thailand. This was due to its concentration on providing a comprehensive range of excellent services, product development, and special privileges to cater for virtually all customer needs at every important moments of their life. Moreover, this has resulted in making Ayudhya Allianz C.P. be one of the fastest growing life insurance companies in Thailand this year.
“Our performance for the first eight months was very impressive, showing that the First Year Premium sales generated leapt by 36 percent or 2,578 million baht, resulting in the total premium of 9,599 million baht,” said Ms Patchara Taveechaiwattana Chief Officer of Market Management of Ayudhya Allianz C.P. Life.
“This success is the result of our customer-centric approach, which encourages customers’ confidence in the company. It is one of the ‘six strategic pillars’ of the ‘Blue House Strategy’ under the theme, ‘Ayudhya Allianz C.P. will paint every Thai house blue.’”
“Since the beginning of this year, the company has focused on creating new learning methods, improving internal management and developing new products and services to meet the needs of all customers. This accords with our customer experience management direction, one of the key marketing strategies aligned with our parent company, the Allianz Group.”
Ayudhya Allianz C.P. is using Net Promoter Score (NPS) which comprises Top-down NPS, Bottom-up NPS and Voice of Customer methods, to survey customers’ loyalty. This provides a deeper understanding of their concerns, needs and requirements. Armed with this information, the company will be able to provide its customers with quality of services and products that will actually exceed their expectations. With this impressive experience provided by the company, the bond between customers and company will be strengthened, and customer loyalty to the company will likewise grow in strength.
“Our survey results show that when customers learn from experience that the company is providing them with the best products and services, 79 percent of them will bond with the company and feel loyalty to it,” said Ms Patchara.
“I’d like to make it clear that satisfaction and loyalty are not the same,” she added. “While satisfaction relates to communications and basic services, a survey on loyalty will be focused on emotions and the relationship between the customer and the company.”
She explained that when quality of products and services is combined with prices and activities directed at satisfying customers’ needs, the customer base will expand, with new customers being attracted, often by word of mouth. At the same time, the existing customer base will be maintained and so the need for services and products will continue to increase.
“The voice of the customer is our leading guide and the company must always treat it as a valuable source of information for the design and development of its products and services,” she said.
“We now have best selling products to meet all significant criteria. They are My Plan, designed to cover all the customers’ savings requirements, and My Life, a ready-made life insurance package consisting of life and health protection plans ‘My Safety Pack’ and saving plans ‘My Savings Pack’. This is catered for different insurance needs at different stages of life.”
Ms Patchara added that the company would continue to focus on expanding its core insurance business while developing new and improved customer-centric products and services. With this approach, a wide variety of services and privileges would be provided to suit customers at all levels.
“On the first day you become our customer, you automatically become a member of Ayudhya Allianz C.P. Club, and there will be an enormous number of activities and benefits open to you,” she said.
“One of the most important activities is the Family Day held every year. This year is the ninth edition, and its theme is tightening the relationships between the family members. Family Day incorporates a family rally that brings all the family members to join in and have fun together. It also comes with a chance to win package tour to Hong Kong Disneyland.”
This year’s Family Day will be held on Saturday 31 October at Dream World theme park, and is an occasion for families to enjoy life together, and also learn about heart health and how to keep the heart in a strong and healthy condition.
For those who pay annual premiums of 300,000 baht or more, the company provides membership of Ayudhya Allianz C.P. Prestige Club. There are two prestige lounges, one at its headquarter, Ploenchit Tower, the other one at Paholyothin Place, where members receive rapid service, with every request and requirement will be taken care of within 24 hours. Members also receive privileges ranging from birthday gifts, annual health check-up, souvenir baskets and SMS for inpatients, a diary for mothers-to-be and many more.
“With the high quality of our employees, our determination to improve efficiency in every distribution channel, and our customer-centric approach, we are confident that we’ll soon achieve our aim of painting every Thai house blue,” said Ms. Patchara.
“We are sure that we shall achieve our goal of being the insurer with the fastest rate of growth for this year, next year and beyond.”
For more information, please contact:Ayudhya Allianz C.P. Life Pcl.
Saisamorn Lertkhochalug
Direct Line: 0-2305-7408
DC Consultants & Marketing Communications Ltd.
Chonthicha Ungkanungdecha Tel: 0-2610-2380
[email protected]
Roongrawee Wongstissathain Tel : 0-2610-2371
[email protected]
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