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.”
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.”