Page 5 - Turkinsurance Digital Magazine

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Anadolu Sigorta knows its customers better now

Constantly renewing its processes and applications in paral- new segmentation structure
lel with technological and demographic developments, Anado- enriched customer data, which
lu Sigorta is now able to know its customers better thanks to helped them take significant
their new Value Segmenting (MAT) project. Value Segmenting steps towards using that infor-
(MAT) project helps Anadolu Sigorta understand the habits and mation in radical structural
lifestyles of its customers, comprehend their requirements and changes of all business process-
address their expectations in the swiftest and most efficient way es. MAT processes are support-
possible. Therefore, the application will help Anadolu Sigorta ed by artificial intelligence and
take the necessary actions to increase customer satisfaction and machine learning technologies
loyalty. MAT Project, which segments retail and corporate cus- Levent Sönmez added as fol-
tomers based on their values, behaviors and potentials, is defined lows: “In addition to segmen-
as an ecosystem built upon the automatic analysis of purchasing tation, MAT project uses arti-
and churn tendencies for each customer and utilization of results ficial intelligence and machine
as inputs for segments. learning algorithms to let us
estimate which products can be purchased by our customers un-
Customized products and services through new segment der which circumstances and the probability of them leaving our
models company. In this way, we can efficiently implement the strategies
and actions that are produced to address them over our opera-
Emphasizing that segment models that are based on the values tional systems and through our channels.”
and profit brought by customers to companies are no longer suf-
ficient in determining the right service and pricing strategies; A first in non-life insurance business
Levent Sönmez, Assistant General Manager at Anadolu Hayat
Emeklilik, said: “New segment models that are based on the in- Saying that as a company, they adopted a customer-oriented ser-
terpretation of lots of data such as customer requirements and vice approach and implement this approach through innovative
expectations, life standards, potential insurance purchasing ca- technologies and applications; Sönmez stated that they were the
pacities, their behaviors of using social media/products/servic- first company in Turkey to successfully measure customer churn
es and channels, or their communication/campaign preferences tendencies for the non-life segment, adding that they aimed to
allow companies to offer customized products and services.” improve customer experiences and increase satisfaction rates via
Stating that companies that can transform data into information retention activities.
are more popular among customers today, Sönmez said their

Anadolu Hayat Emeklilik celebrates 29th anniversary

Anadolu Hayat Emeklilik celebrated the 29th anniversary of its reached a fund size of 18.7 billion TL including state subsidy
foundation. CEO M. Uğur Erkan gave a speech on the occasion funds and a premium volume of over 250 million TL. He added:
and thanked all employees that helped the company reach this “This year, Anadolu Hayat Emeklilik will focus on individual
milestone. Anadolu Hayat Emeklilik celebrated its 29th anni- pension plans that help customers who are out of the scope of
versary with an event at Das Das Theater, where Ümit Besen and auto-enrollment system such as young people, housewives, farm-
Pamela performed during the night. M. Uğur Erkan, CEO of An- ers, craftsmen make regular savings for their requirements at
adolu Hayat Emeklilik, stated that all the employees had a major different stages of their lives; as well as life insurance products
role and self-sacrifice in the achievements of their company. that insure different life risks. I believe that our 29th year will
be a year of new achievements in both life insurance and pension
Underlining the number of young and female employees of Anad- segments.”
olu Hayat Emeklilik, Erkan said: “We are happy to be a compa-
ny where young people are interested to work, in addition to hav-
ing more young participants than market averages. Moreover,
we pay regard to equal opportunities in all our HR strategies.
As a result, the share of female employees in our company are
also higher than the market average. 62 percent of our human
resources consist of female employees. Plus, the share of female
employees in the middle and upper level management positions
of our company is much higher than the Turkish average with 50
percent, which is a fact we are very happy about.”

M. Uğur Erkan informed that as of April 2019, Anadolu Hayat
Emeklilik became a market leader with 1 million 750 thousand
individual pension and auto enrollment participants in total, and