Business challenge

New regulations gave Anadolu Hayat Emeklilik just ten days to prepare and distribute annual pension account statements for millions of customers. Could the company meet the deadline?

Transformation

Anadolu Hayat Emeklilik joined forces with IBM to overhaul its approach to customer communications—speeding content management processes to get pension statements to every customer on time.

Results

10 days

to generate and distribute pension statements, helping to ensure regulatory compliance

70%

cost savings achieved through lower storage requirements and increased efficiencies

75%

boost to quality of service with improved document management

Business challenge story

Meeting regulatory pressures

It takes hard work to turn a business into a market leader—and once you’ve made it, maintaining that competitive advantage doesn’t get any easier. As Turkey’s foremost life insurance and private pension provider, Anadolu Hayat Emeklilik has had to navigate a fast-changing and tightly regulated market on its way to the top.

“With support from IBM, we have achieved our goal of transforming the way we manage customer communications.”

—Barış İdemen, Program Manager, Anadolu Hayat Emeklilik

Barış İdemen, Program Manager at Anadolu Hayat Emeklilik, takes up the story: “The pension system in Turkey is heavily regulated, and the rules can change very quickly. We had first-hand experience of this in 2013, when the government introduced new regulations around the distribution of annual pension statements. These include details about the value of the pension pot, amounts paid in and deductions made over the course of the year. Following the new rules, we must prepare and deliver these annual statements to customers within 10 days of the start of every new year.

“While we have always provided annual statements to customers, this new timeline was incredibly tight. We knew that because we have such a large customer base—three to four million people—it would be impossible to send out statements to all of these customers within the 10-day deadline, unless we made some major changes to the way we handled customer communications.”

Previously, teams at Anadolu Hayat Emeklilik relied on disjointed, largely manual processes to manage customer communications—from annual and quarterly pension statements to payment receipts. Once staff had generated a particular document, they would then distribute it to a customer via email or post. Not only could it take weeks for documents to reach customers, the sheer size of certain digital files made them cumbersome to send via email.

“Each electronic annual statement was around 1.2 MB in size,” explains Barış İdemen. “When you consider that we had to generate and email millions of these statements, you can understand how much storage space and bandwidth it took. The large file sizes also created issues for our clients, taking up limited space in their inboxes. We knew that there had to be a more efficient way to manage our documents.”

“What IBM Content Manager OnDemand as a product and the IBM team delivered was exactly what they were supposed to do. We trust Content Manager OnDemand to store our tens of millions of pages of customer communication.”

—Haldun Aydoğdu, CIO, Anadolu Hayat Emeklilik

Transformation story

Overhauling customer communications management

When it came to finding a new solution, Anadolu Hayat Emeklilik hit the ground running. Due to the timing of the new rules—the announcement was made in early December 2013 and the regulations would come into effect from January 2014—the company had just weeks to put a new solution in place.

“We looked at all the top providers in the enterprise content management space and invited three companies, including IBM, to deliver a proof-of-concept,” recalls Barış İdemen. “We were very impressed by the IBM team; they gave a live demonstration of IBM® Content Manager OnDemand using real documents that we provided. After watching the solution in action and seeing how knowledgeable the team was, selecting IBM was an easy decision.”

As a first step, Anadolu Hayat Emeklilik introduced a new document generation system, and used it to produce two million annual statements. The company then worked with IBM to deploy Content Manager OnDemand, which automatically captures and stores outbound customer communications. In addition, it takes advantage of IBM Content Navigator to provide an easy-to-use interface for accessing files stored by Content Manager OnDemand.

Crucially, Anadolu Hayat Emeklilik was able to implement the solutions in a matter of days, and distribute annual statements to its millions of customers well within the 10-day deadline set by regulators.

Today, annual statement generation and distribution is a quick and easy process: at the end of every year, the company pulls together data for all active policies and prepares account statements. The documents are then sent to Content Manager OnDemand for indexing and storage, then passed onto the appropriate distribution channel: email or postal mail. Once the statements have been sent out, the original digital files are automatically archived. Anadolu Hayat Emeklilik also uploads the files to an online customer portal, enabling customers to view and download all correspondence delivered by the company at any time.

Barış İdemen states: “Instead of attaching statements to emails like we did in the past, we now send customers an encrypted digital link to download their annual statement. Not only is this more secure, as there is less risk of sensitive financial documents being intercepted in emails, it saves us a huge amount of bandwidth and saves our customers from having their inboxes clogged up with huge files.”

He adds: “We’ve also taken advantage of compression tools offered by Content Manager OnDemand to shrink file sizes. While each year’s batch of annual statements used to take up around 1 TB of storage space, today we’ve reduced this to just 2.5 GB—a savings of over 99 percent. It’s much quicker to index and retrieve these smaller files, and we’ve been able to avoid investing in additional storage space.”

This early success marked the beginning of a total customer communications management transformation at Anadolu Hayat Emeklilik. The company has been steadily bringing more documents onto the new platform, which it currently uses to manage more than 20 different document types and growing.

Haldun Aydoğdu, CIO of Anadolu Hayat Emeklilik, remarks: “What IBM Content Manager OnDemand as a product and the IBM team delivered was exactly what they were supposed to do. We trust Content Manager OnDemand to store our tens of millions of pages of customer communication and to make them available for access 24/7 in a fast and secure way.”

Results story

Leading customer experience, lower costs

Today, Anadolu Hayat Emeklilik has brought unprecedented control and consistency to content management, empowering its people to work faster and more effectively. In addition, the new approach is helping to drive down operating costs in a big way.

“We estimate that we have made cost savings of more than 70 percent by improving the efficiency of content management processes and reducing electronic document storage requirements,” notes Barış İdemen. “What’s more, we have improved the quality of service delivered by document management by 75 percent through better information availability and control.”

Equally importantly, the efficiency gains have also enabled the company to keep pace as business volumes boom.

Barış İdemen comments: “From 2017, employers are required by law to automatically enroll workers in a private pension plan. This has led to a huge increase in our client base—we’ve welcomed around half a million new clients since the law came into effect. We’ve been able to absorb the growth in business volumes with ease thanks to our new content management platform.”

With rapid access to key customer information, teams can deliver much more responsive service—helping Anadolu Hayat Emeklilik strengthen customer loyalty and retention to protect its hard-won market share.

“Proper content management is absolutely critical to delivering great customer service,” says Barış İdemen. “In the past, it was very difficult for our customer service agents to handle requests as fast as we would have liked because they lacked easy access to content. Now, if a customer calls with a question or complaint, our teams can retrieve all the information related to that customer in seconds, and give them an answer right away. This saves valuable time for both agents and customers—helping our people get through more work and helping our clients get on with their day.”

He concludes: “With support from IBM, we have achieved our goal of transforming the way we manage customer communications. Smarter content management helps us achieve regulatory compliance, cut costs and deliver top-quality customer service—sharpening our competitive edge to help us maintain our market-leading position.”

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About Anadolu Hayat Emeklilik

Founded as Turkey’s first life insurance company in 1990, Anadolu Hayat Emeklilik transformed into a private pension company in 2003. Today, Anadolu Hayat Emeklilik offers both private pension and life insurance services to millions of customers via its headquarters in Istanbul and a nationwide distribution network.