Prudential to launch new “customer-centric” approach to enhance customer experience

customer_centric (1)

customer_centric (2)

customer_centric (1)
customer_centric (2)

As a market leader with over 18 years in Vietnam, Prudential Vietnam Assurance is fully aware companionship and thorough understanding toward customers is the key that unlocks supreme products suiting their needs. With the “customer centric” approach, every product and service offered by Prudential Vietnam is not merely an insurance solution. It represents an all-attending attitude and long-term commitment of the company toward Vietnamese customers. 

Prudential Vietnam launches its “customer-centric” initiative in 2017 as a major thrust to improve sales quality and enhance contact ability. 

To improve sales quality is developing and delivering suitable insurance packages fitting customers’ needs, income levels in reality, or the priority order proposed by customers. Accordingly, as of August 1st, 2017, Prudential Vietnam will officially apply Financial Need Analysis (FNA) in the advisory process while selling its insurance products. FNA is a specially-designed question system that gives customers the needed information to enable them to choose the optimum products based on their needs to protection, saving or investment as well as current financial capacity. In reality, according to regulations, only investment-linked life insurance products require customers to provide full answers to the mentioned FNA. However, Prudential Vietnam decides to boldly apply the process for all products in order to fully comprehend customers’ needs and improve the advisory processes in insurance. By this application, a signed contract translates to the sales agent’s commitment to the understanding and therefore his counselling actions that ensue, while the customers are fully informed and assured of their decision in the most suitable insurance package for themselves. The FNA will minimize the risks associated with information asymmetry such as customers buying insurance products without sufficient information or full understanding of their needs. To achieve this target, all the sales agents at Prudential Vietnam have gone through a rigorous two-month training program. 

Besides improving sales quality, Prudential Vietnam also attempts to enhance contact ability through an all-access, easy and resource-rich approach to all existing products and services. Prudential Vietnam has been studying customers’ thoughts, concerns, expectations upon which appropriate solutions are built, combining traditional methods with digital technology. As a result of this initiative, Prudential is able to personalize its interaction with customers, leading to increased service levels and enhanced customer experience.

A prime example being PruBot - an artificial intelligence driven Chatbot for customer service and the first of its kind in the country - was launched back in July 17th, 2017. Based upon actual researches conducted, PruBot can automatically response to pre-programmed situations, while simultaneously self-learning through direct interactions with customers. 

PruBot can provide 24/7 customer support as well as answer customer queries on insurance products, services and promotions. It also helps customers schedule appointments with insurance specialists, receives feedback from customers and transfers it to the general data processing center. Developed in the popular Facebook Messenger platform, PruBot offers customers friendly and yet completely unique experiences. PruBot is expected to become a companion assisting the customers in Vietnam in a prompt manner, always precise and convenient especially towards urban professionals who are always busy. 

Considered a breakthrough by Prudential in the market, it is just the beginning of the company’s application of digital technology to the journey of enhancing customer experience and engagement. It is expected that multiple methods connecting customers will be rolled out in the coming days, with the sole aim of connecting and becoming a long-run company of Vietnamese people toward a modern, civilized world full of utilities.

Back to Top