Reliance Life brings out ‘face-to-face’ distribution channel

Private insurer Reliance Life Insurance Company (RLIC) has recently announced the launch of ‘Face-to-Face’ distribution channel aiming to provide services to its customers whose agents have become inactive and also to provide post-sales service to policyholders.

Mr. Malay Ghosh, President and Executive Director of Reliance Life Insurance made the announcement.

“The main goal of this distribution format is to target existing customers who are currently not connected to any advisor and distributor. We hope this sales-cum-service initiative will not only help retain our existing customers but also help us enhance relationship value through cross-sell and up-sell to them.“ said Mr Ghosh.

The distribution channel ‘Face-to-Face’ will operate with Life Planning Officers (LPOs) who will primarily be woman employees, with housewives being one of the key target segments for recruitment. They would be trained to service orphan policies, develop a relationship and then cross-sell to existing customers and build their network through references.

For the purpose, around 200 woman employee advisors in 7 cities have been hired by the company during the pilot phase. And, in the next few months the company is planning to scale up across the country. These newly appointed advisors have started evolving relationship with customers and servicing policies after the completion of 30 days training.

This new sales format which is adapted from Japan’s Nippon Life Insurance would focus on Tier I and Tier II cities and leverage the talent pool amongst on housewives in these locations to connect with the customers and support the company’s existing distribution channels. There would be a target for each woman employee advisors to meet a specific number of customers each day and each month.