This project enables upselling riders (insurance add-ons) to existing customers via an end-to-end journey on WhatsApp, leveraging conversational AI. Eligible customers receive notifications offering pre-approved riders. The WhatsApp journey allows customers to add riders, download brochures, and pay through deep links without leaving the chat. This reduces the rider attachment time from 15-20 days to just 3-4 minutes. It has improved the customer experience and increased rider uptake, especially in remote areas. Key benefits include opening a new sales channel, reducing manual work, and better aligning with customer-centric goals.

1. Whatsapp rider upsell project

2. Brief Description - Project Overview
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Project: Upsell Rider (end to end journey) on WhatApp (Industry First Initiative)
• This is Industry first initiative where end to end journey of rider purchase is being done on Whatsapp leveraging AI based
conversational commerce.
• We launched a new business model of upselling riders in freelook period via end to end online model.
• Eligible freelook period customers will be sent notification on whatsapp regarding pre approved rider offers.
• End to end rider onboarding journey can be completed on Whatsapp within few clicks
• Whatsapp journey has following features for the customers
• Provision for placing call back request from customer care
• Download brochure
• Add riders
• Payment deeplinking
Project description
Description of Project Undertaken

3. Brief Description - Project Impact on Customers
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Project: Upsell Rider (end to end journey) on WhatApp (Industry First Initiative)
• Riders are a great proposition to vastly increase the protection cover value at a nominal cost. However, lack of seamless onboarding
process used to be deterrent for customers to purchase riders in freelook period.
• This project has enabled leveraging AI based WhatsApp commerce journey for upselling pre approved riders in offer period, if missed
during policy selling.
• This project has ensured TAT reduction for rider attachment in freelook period from 15-20 days of offline process to 3-4 minutes
journey via few clicks on whatsapp with no manual intervention
• No offline payment follow up. Payment directly through deep linked payment method not just with UPI but also with other digital
payment options (innovative approach). Customers auto redirected to chat after payment. No experience of moving out of journey.
• This has greatly improved value proposition for the customer thereby aligning with our organizational goal to be the pre-eminent
protection provider in India with customer centricity as a core value.
• This has also ensured increased uptake of riders from tier 2 and tier 3 cities thereby enabling us to provide protection to customers in
remote geographies of India rather than just urban cities.
Project Impact
Impact on Customers

4. Project Benefits – Tangible Benefits
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Project: Upsell Rider (end to end journey) on WhatApp (Industry First Initiative)
• Open new channel for end to end business sourcing –
Whatsapp
• Increase in Value of new business sourced
• Increase in Bottom line
• Increase in number of riders attached to base policy
• Launched new business model of upselling riders in
freelook period
Tangible Benefits
Internal Stakeholders
• Minimal clicks Whatsapp journey ensures seamless
customer experience thereby increasing conversion ratio
• TAT reduction for rider attachment in freelook period
from 15-20 days of offline process to 3-4 minutes
journey via few clicks on whatsapp with no manual
intervention
• As of now, 4-5 customers are adding riders on daily basis
amongst the limited set of customers to whom whatsapp
notifications are sent. (Conversion of around 2-3%)
• Enable customers increase the protection cover value at
a nominal cost via seamless whatsapp journey
External Stakeholders

5. Project Benefits – Intangible Benefits
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Project: Upsell Rider (end to end journey) on WhatApp (Industry First Initiative)
• Improving Agents loyalty via eased onboarding process
for their customers
• Behavioural shift in agents and sales force who are now
actively advising the customers to opt for riders in
freelook period
• Alignment with our organizational goal to be the pre-
eminent protection provider in India with customer
centricity as a core valu.
Intangible Benefits
Internal Stakeholders
• Increased Customer Engagement
• Increase in uptake of riders from tier 2 and tier 3 cities
thereby providing protection to customers in remote
geographies of India rather than just urban cities.
External Stakeholders

6. Technology levers to drive this innovation project
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Project: Upsell Rider (end to end journey) on WhatApp (Industry First Initiative)
• Leveraged Whatsapp to create automated end to end journey for rider onboarding on whatsapp chatbot
• Fully automated communication channel to manage campaigns and notifications
• Pushing offers to agency for managing leads through central lead managements system.
• Devised automated underwriting logic to identify eligible customers for this offer.
• Enabled intelligent automation to push these leads for designated business verticals.
• Payment deep linking via UPI and other payment methods to ensure customer is automatically routed back to whatsapp journey
• Programmed logic to ensure specific customers are allowed to undertake journey so as to prevent unnecessary to and fro with backend team
• Document signing with OTP with instant issuance of app form.
• Entire process fully compliant with IRDA ISNP registration.
New Technologies
New Technologies put to use
AI Conversational commerce, API based
calling.
Microservices based architecture for
handling real time response. Deep linked
Payment method

7. 7
Project: Upsell Rider (end to end journey) on WhatApp (Industry First Initiative)
• Automated end to end journey for rider onboarding via
whatsapp chatbot
• Now all eligible customers can be reached out automatically on
daily basis ensuring interested customers complete rider upsell
journey without any manual intervention
• Important steps to achieve this
• Medical underwriting logic automation to select eligible
customers on daily basis
• Data base auto generation on daily basis
• Auto scheduler to send whatsapp notification to such
clients based on their consent
• Programmed logic to ensure specific customers are
allowed to undertake journey within predefined time
frame so as to prevent unnecessary to and fro with
backend team
Scalalability Achievement
Scalability achieved and how
• People – Trained customer service and agents to tackle
customer queries arising out of this process
• Process & Tech
• Devised data sharing mechanism between internal
systems and chatbot vendor
• Intelligent automation to ensure execution of end to end
journey of rider upsell without any need for human
intervention
Investment in people, process, tech
Scalability Achieved

8. Project Glimpse – Whatsapp Front end
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Project: Upsell Rider (end to end journey) on WhatApp (Industry First Initiative)
Glimpse of the journey
Deep Linked UPI Deep Linked PG

9. Thank You