Assignment 4

Nishant Shetty
19bsp1766
CRM FRAMEWORK FOR ADITYA BIRLA SUN LIFE INSURANCE
Aditya Birla Sun Life Insurance Company Limited (ABSLI) is a subsidiary of
Aditya Birla Capital Ltd (ABCL). It is one of the leading private sector life
insurance companies in India. In ABSLI I was appointed as a Marketing intern.
As an intern we weren’t allowed to actually work with the CRM aspects of but
tried to get to understand the customer as in what they think about insurance
or whether they prefer private over public.
Talking about CRM Aditya Birla sun life is considered to be as the strong in
term of their CRM strategy. This company usually works on continuously
talking feedback from its customers and they try to understand what they
need from company in term of insurance.
I think what the company may lack is the need of Extensive software or system
which can take feedback from the customer in order to track whether the
customers are with the company and to make sure that the customer is
satisfied with Aditya Birla product. Different approaches that allow a company
to manage and analyse its own interactions with its past, current and potential
customers and also use of data analysis about customers' history with a
company to improve business relationships with customers, specifically
focusing on customer retention and ultimately driving sales growth.
I think the company should also need to work on the AI of the company which
is available on the website as there is a need of lots of development as the AI is
not that interactive according to the need of customer.