Aviva Life looking for digital innovations

In order to increase customer engagement, Aviva Life Insurance is embracing digital technology to meet the increasing demands of the customers. Amidst stiff competition to woo customers through digital medium Aviva life insurance is re-strategising many of its models. Anjali Malhotra, Chief Customer, Marketing and Digital Officer, Aviva Life Insurance, said India’s demography is changing, along with the behavioural pattern of customers. “It is known that Indians are underinsured, but with millennials making up for almost 34 per cent of the population, they are attentive towards the need for insurance,” she told BusinessLine. As technologically-savvy millennials tend to spend a majority of their time in front of a screen, Aviva has evolved to keep up with the changing dynamics. “We recently launched Alisha (Aviva Life Insurance Self Help Assistant), an AI-enabled chatbot, to provide round-the-clock assistance to users. Developed by Findability Sciences on the IBM Watson platform, the NLP (natural language processing) chatbot helps consumers with instant quotes and information about an insurance plan,” said Malhotra. Aviva also has an SMS Bot, and by posing a couple of questions, consumers can get information about a particular product. That’s not all. Developing user-friendly mobile apps, investing in digital channels, hiring developers, and analysing customer data for key trends are some of the innovative strategies adopted by the company. Aviva has developed an online platform, Aviva Kid-O-Scope, a dedicated channel for parents to nurture their child’s inherent talent, which offers curated blogs on parenting tips. “Earlier, though men in the family used to take key financial decisions, be it making investments, purchasing assets or getting insurance products, the trend appears to be changing,” points out Malhotra.