Company: Anadolu Hayat Emeklilik
Company Description: We were established in 1990 as the “first life insurance company of Turkey”. We continue with the excitement on our first day to provide private pension and insurance products that suit most to the current conditions and future expectations of our customers with our headquarters in İstanbul. We continue to lead the market for a "Sustainable Future".
Nomination Category: New Product & Service Awards Categories
Nomination Sub Category: Marketing Solution – New
 Nomination Title: Customized Future Planning Module
- Which will you submit for your nomination in this category, a video of up to five (5) minutes, explaining the features, functions, benefits, and results to date of the nominated product or service, OR written answers to the questions? (Choose one):
Written answers to the questions
- Describe the features, functions, and benefits of the nominated product or service (up to 350 words):
Total 350 words used.
Our aim is to provide the best services and products in private pension and life insurance sector by identifying current customer needs and expectations via our channel and product-based customer satisfaction surveys. We noticed that individuals have lack of awareness and knowledge regarding financial protection and savings products. Through our interactions with customers, we have found that one of their greatest needs is right choice of life insurance and pension products, as well as lack of holistic view of future they are planning for themselves and their families. In January 2023, we launched Customized Future Planning Module, to recommend the most suitable pension and life insurance products for individuals in line with their needs and expectations, through our digital channels. This service has been designed to guide our customers to easily calculate the savings they need for their future.
In addition to information about age, marital status, number of children, education and employment status, salary, household assets and annual income level, investment tendency, consumption habits, debt level, education planning for children and current savings is expected to offer personalized recommendations by considering their existing products. If the products Customized Future Planning Module recommend are available for sale through our digital channels, we direct them to the purchase screen. If savings deficit is calculated for a customer with a savings product, we direct them to the screen where they can increase the number of regular contributions paid instead of recommending new product.
In align with our targets, we developed Customized Future Planning Module which is the first of its kind in the sector. The added value of our project is not to make product suggestions, but to offer these suggestions in a personalized manner based on such detailed data we receive from customers about their financial information and consumption habits. Offering product recommendations tailored to our customers by considering their expectations and needs through an end-to-end analysis reveals the innovative side of our service. In addition, we consider that considering the existing products of our customers in product recommendation process is another valuable point to offer optimum solution for our customers.
- Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 34 words used.
As an attachment we would like to introduce our teaser material of Customized Future Planning Module. It contains the sample screens and gives a brief description of how to use and utilize the module.
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video. If you are submitting written answers to the questions for this category, provide them in the spaces below.
- If you are nominating a brand-new product or service, state the date on which it was released. If you are nominating a new version of an existing product or service, state the date on which the update was released:
Customized Future Planning Module was released in January 2023.
- Outline the market performance, critical reception, and customer satisfaction with the product or service to date. State monetary or unit sales figures to date, if possible, and how they compare to expectations or past performance. Provide links to laudatory product or service reviews. Include some customer testimonials, if applicable (up to 350 words):
Total 242 words used.
Since the launch of Customized Future Planning Module, the unique number of customers using the service exceeded 270,000, while 22,000 customers have reached to the last screen to view our product recommendations. Our conversion rate into sales increased to approximately 11%. As Anadolu Hayat Emeklilik, we target to increase the rate of access to digital channels, the amounts allocated to savings and our cross-selling ratio in addition to improving customer experience and satisfaction. When we compare the end of 2022 with 2023, the number of customers using digital channels increased by 17% and our cross-selling ratio approximately increased from 8.3% to 9.6% thanks to Customized Future Planning Module. In 2023, we conducted customer satisfaction surveys to evaluate Customized Future Planning Module’s performance. 83% of the survey participants stated that they were satisfied with the Customized Future Planning Module. We believe that our innovative perspective, the number of products we offer through digital channels significantly more than our competitors and our fast online purchasing process play an important role in our success. We would like to give some examples from the testimonials of our customers:
“Customized Future Planning Module helped to see individuals’ debt and savings.”
“It is good to have 1 or 2 products offered by Customized Future Planning Module because more product leads to confusion for customers.”
“There are lots of questions, but they are clear, and the process flows is easy to follow.”
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