Microsoft Dynamics CRM ensures round-the-clock operation of operators of VSK Insurance House

The VSK Insurance House works at the Russian market since 1992, offers more than 100 modern insurance products and is among leaders in all main types of insurance. Under protection of the company more than 10 million Russians, about 100 thousand enterprises and the organizations. VSK integrates more than 600 branches and departments located in all subjects of the Russian Federation.

Since 2001 the leading Russian rating agency "RAEX" annually confirms steadily high rating of reliability of VSK Insurance House. In September, 2008 RAEX updated the rating of JSC VSK at the level A ++ "Exclusively high level of reliability".

The VSK Insurance House distinguishes permanently high quality of customer service and operational execution of all insurance bonds. However scales of the company, an extensive regional network (more than 600 branches and departments in all regions of the Russian Federation), a wide line of insurance products, the innovation services cause an intensive flow of customer appeals in the Sall-center of the company and raise requirements to the organization of a system of client service.

"Working at the market of insurance services more than 15 years we as nobody else, we understand that a key task of the company is protection of interests of our clients – this principle forms a basis of corporate ideology of the Insurance House and is the key to commercial success of the company. Rendering insurance services does not suffer delay, a delay or long consideration therefore the quality and efficiency of processing of the entering client addresses is one of key tasks of the organization of effective work with clients of the company on which providing the implementation project of Microsoft Dynamics CRM is directed".

In the company are developed and more than 30 scenarios of processing of client addresses which are designed to regulate actions of all operators of regional offices work and to help them to qualify and fulfill quickly entering addresses depending on the reason of a call and a type of an insurance event.

For information support of work of operators in the company used possibilities of the technology complex servicing work of Call center of VSK Insurance House. The software platform of Call center was not integrated with other information resources of the company and allowed to register only the fact of a call that seriously increased labor input of works on customer service.

However for ensuring the successful competition in modern insurance market wider functional requirements are imposed to IT-systems. The company management was faced by a problem of creation of a full-fledged automated system of scenario processing of addresses which would allow to integrate all operating information resources and by that to increase quality and speed of professional consultations on insurance requests of clients of VSK.

In this connection the management of VSK Insurance House considered and approved the strategy of development for the CRM system which included its integration with Call center and other information solutions of the insurer.

The solution Microsoft Dynamics CRM was selected as a software platform for an information system of processing of client appeals of VSK Insurance House for a number of reasons. First, the Microsoft software product locates necessary functionality for customer relationship management, including the analysis and processing of incoming calls, primary qualification of addresses and service settlement of requests.

Secondly, business logic of a system and technological capabilities of Microsoft Dynamics CRM allow rather quickly and with the minimum costs to configure the solution according to relevant regulations of business processes of the company that concerning VSK Insurance House was one of key requirements to the system of development.

And, thirdly, Microsoft Dynamics CRM locates the convenient tool for integration into information solutions and business applications of other producers. The VSK Insurance House very attentively approached assessment of integration opportunities of a software platform for an automated system of scenario processing of addresses as it should work in close interaction with current accounting and business solutions of the company.

The automated system of processing of appeals of VSK Insurance House represents the tool for work of call center operators and provides execution of the main operations on primary settlement of insured events. A system is developed according to corporate regulations of customer service of VSK Insurance House and supports about 30 scenarios on customer service depending on a type of an insured event and the reason of the address.

Implementation of an automated system of processing of addresses allowed to transfer work of Call center of the company to new level and to provide clients of the company with qualitatively new level of service.

Functional structure of an automated system of preprocessing of addresses:

• acceptance and qualification it is ringing;
  
• registration of the address;
  
• determination of an insured event;
  
• verification of terms of the contract;
  
• primary settlement of an insured event:
  
  

° call of emergency services;
° registration of claims;
° providing reference information;
° making an appointment in a settlement point;
° the direction of the address on execution to operating units;

• monitoring and quality control of work of operators;
  
• complex efficiency analysis of regional operators.
  
  

Microsoft Dynamics CRM as a part of IT infrastructure of VSK Insurance House
In the project progress the Microsoft Dynamics CRM system was integrated with a corporate system of accounting of payments (losses) for insured events (OISUU), base of insurance agreements of the company and a management system for the normative reference information NORMA.

At setup of interaction of information systems SOA technologies were used that allowed to build in most effectively and flexibly an automated system of processing of addresses to IT infrastructure of VSK Insurance House.

"The project for VSK Insurance House is unique in terms of participation of the customer in development and deployment of the automation system. Subject idea of company management of the purposes and results of implementation and accurately formalized system of business processes allowed not only to consider within the project of automation industry specifics of insurance business in the field of client service, but also to create really effective solution in terms of its ergonomics and convenience of using".

The VSK Insurance House became one of the first companies in the insurance market who upgraded technology of acceptance of addresses from clients. In total within an hour the contact center of the company processes more than 700 calls, at the same time operators receive not only phone calls, but also web and email address.

Increase in efficiency of customer service and optimization of the current business processes of the insurer due to reduction of handworks became a key project deliverable of integration of the CRM system and Call center. Operators of the company had the accessibility to all necessary information via the single interface that excluded need of the manual appeal to other information resources.

In VSK Insurance House of a software platform of Microsoft Dynamics CRM 4.0 and development on its basis of a single automated system of processing of addresses on insured events the efficiency and quality of work of customer services of the company allowed to increase use, namely:

• accelerate processing of addresses;
  
• reduce the number of the lost addresses;
  
• increase quality of directory services;
  
• raise a customer loyalty;
  
• increase the accuracy and efficiency of processes of routing of addresses;
  
• increase reliability of analytical data on volumes, terms and methods of settlement of addresses;
  
• ensure round-the-clock operation of geographically distributed service of processing of addresses;
  
• strengthen image of the company.
  
  

"Creation of an automated system of processing of client addresses allowed us to lower, on the one hand, load of operators of the company and to provide them the reliable instrument of work, with another – to provide due quality control of working off of insurance addresses. In our plans – step-by-step automation of all processes of customer service in a chain of settlement of insurance events".

Further development of an information system of scenario processing of addresses can be expanded due to improvement of a management system for sales, creation of schedule system of sales and also increase in the used analytics, conducting contract work and connection of functions of telemarketing.

Process automation of customer interaction at stages of settlement of insurance events and the conclusions of new transactions is also one of priority problems of development of the operating information system.

The NORBIT company presents the leading examination on development and deployment of CRM solutions on the basis of the Microsoft Dynamics CRM software product at the Russian market of CRM. The NORBIT is the only Russian Microsoft partner having the status Premium Partner in the Microsoft Dynamics CRM direction and won a victory in the tender Microsoft Dynamics CRM Awards "5 Stars" (2006/07, 2007/08) twice.

In a company asset the largest implementations of Microsoft Dynamics CRM in Russia - the Energy balance group, Afisha company and also industry CRM projects for the leading players of the Russian business: LANIT group, Alpina Business of Axle Boxes Publishing house, CITY-FM and Relax FM radio stations, KA of "DOMELI", Broadcasting corporation "ProfMedia", Federal network of car centers "TRAK-TSENTR" and others.

Industry CRM competences of the company are concentrated in the industries information technologies, personnel services, insurance, power, trade and distribution, publishing and media industry. Specialists of NORBIT company also have experience of design and implementation of information CRM solutions for the trading and distribution companies, the investment and financial sector, telecommunication companies, advertizing agencies, realtor business and car dealers.