service encyclopedia of icici prudential life insurance commerce essay

8/13/2019 Service Encyclopedia of ICICI Prudential Life Insurance Commerce Essay

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Service Encyclopedia Of ICICIPrudential Life Insurance Commerce

EssayICICI Prudential Life Insurance is one of the largest Insurance networks in the

country, and 2nd Life Insurance Company in India. The ICICI Group has been

in eistence since !"## when ICICI Ltd., was created. ICICI Prudential started

in 2$$2 as subsidiary of ICICI Ltd., Today ICICI Life Insurance has a customer

base of % million with total assets eceeding &s.!, $$,$$$ Cr. making it the

2nd largest life insurance company in the country, net only to LIC.

The Insurance sector, after the opening up, pro'ides greater opportunities.(e'eral global players ha'e emerged and the market has changed

significantly. In the changed scenario, the epectation is that the low

Insurance premium as a percentage of G)P pre'ailing in India will impro'e

and will offer better opportunities to the insurance players.

Life Insurance sector is one of the key areas where enormous business

potential eists. In India currently the life insurance premium as a

percentage of G)P is !.* per cent against #.2 per cent in the +(, but in the

liberalied scenario, the life insurance

premiums were pro-ected to grow at around !/ to 2$/ from &s 2!# billion

in !""0 "" to &s #"2 billion in 2$$%0$# and to &s !%#$ billion by 2$$"0!$.

Corporate non0life

premium was pro-ected to grow from &s % billion in !""0"" to &s *1

billion in 2$$"0!$ and personal line non0life from &s % billion to &s #! billion.

In the life Insurance segment the Life Insurance Corporation of India LIC3 is

the ma-or player. The LIC has 2$#$ branches. It is constituted in to se'en

4ones. Currently there are #, 1$,$$$ LIC agents in India. General Insurance is

another segment, which has been growing at a faster pace.

SIGNIFICANCE OF THE ST!"


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This study is 'ery useful as the financial market become more sophisticated

and comple, in'estor needs a financial intermediary who pro'ides the

re5uired knowledge and professional epertise on successful in'esting and

Life insurance is a form of insurance that pays monetary proceeds upon the

death of the insured co'ered in the policy. 6ssentially, a life insurance policy

is a contract between the named insured and the insurance company

wherein the insurance company agrees to pay an agreed upon sum of

money to the insured7s named beneficiary so long as the insured7s premiums

.

INT#O!CTION

Life insurance is a form of insurance that pays monetary proceeds upon the

death of the insured co'ered in the policy. 6ssentially, a life insurance policy

is a contract between the named insured and the insurance company

wherein the insurance company agrees to pay an agreed upon sum of

money to the insured7s named beneficiary so long as the insured7s premiums

are current.

8ith a large population and the untapped market area of this population

insurance happens to be a 'ery big opportunity in India. Today it stands as a

business growing at the rate of !#02$/ annually. Together with banking

ser'ices, it adds about 9 percent to the countries G)P. In spite of all this

growth statistics of the penetration of the insurance in the country is 'ery

poor. :early $/ of Indian populations are without life insurance co'er and

the health insurance. This is an indicator that growth potential for the

insurance sector is immense in India.

It was due to this immense growth that the regulations were introduced in

the insurance sector and in continuation ;


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(ince then the insurance industry has gone through many changes. The

liberaliation of the industry the insurance industry has ne'er looked back

and today stand as one of the most competiti'e and eploring industry in

India. The entry of the pri'ate players and the increased use of the new

distribution are in the limelight today. The use of new distribution techni5ues

and the IT tools has increased the scope of the industry in the longer run.

Insurance is the business of pro'iding protection against financial aspects of

risk, such as those to property, life health and legal liability. It is one method

of a greater concept known as risk management >which is the need to

mange uncertainty on account of eposure to loss, in-ury, disad'antage or

destruction.

Insurance is the method of spreading and transfer of risk. The fortunate

many who are eposed to some or similar risk shares loss of the unfortunate.

Insurance does not protect the assets but only compensates the economic or

financial loss.

In insurance the insured makes payment called ;premiums= to an insurer,

and in return is able to claim a payment from the insurer if the insured

suffers a defined type of loss. This relationship is usually drawn up in a

formal legal contract.

P#O!CT$SE#%ICES P#OFILEICICI Prudential?s ultimate promise is financial security. @ strong brand

certainly boosts sale, but without customer0friendly, inno'ati'e products,

e'en the best brand would not last long.

ICICI Prudential?s product range has been de'eloped on the understanding

that different people ha'e their own sets of needs at 'arious stages of their

li'es. It has thus built a fleible portfolio of products that can be customied

to cater to 'arying needs of people at each stage, and thus ensure protection

in e'ery step of life. The company?s philosophy has been to help customers

understand their financial needs and work closely with them to customie a

product that would meet. @d'isors can offer a complete range of products >

(a'ings plans, Child plans, and tailor a fleible solution to meet customers? changing


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needs at e'ery stage of life. In fact, ICICI Prudential was the first to un0

bundle product benefits, pioneering the concept of Ariders? and soon after

introduce comprehensi'e market0linked and retirement plans.

ICICI Prudential has launched a handful of products that are analyed belowB

ICICI Prudential7s life insurance products may be loosely categoried under

three formsB pure life insurance products without an in'estment angle to

them a product that is a mi of a cumulati'e in'estment scheme and an

insurance product and, finally, standard products such as money0back and

endowment policies.

(ingle Premium DondB The (ingle Premium Dond is the name of a policy that

combines the features of an in'estment in a cumulati'e deposit scheme with

that of an insurance product.

Policy0holders are re5uired to pay a one0time premium based on a target

sum assured. @t maturity, the policy0holder gets the sum assured and

guaranteed additions that work out to a compound return of %.# per cent the

sum assured.

The insurance part of the package comes in the form of death benefits that

are paid in the case of the demise of the policy0holder. The sie of the death

benefit is linked to the number of years left for the policy to epire. En

maturity date, the maturity 'alue is also paid in addition to the deathbenefits that would ha'e been paid earlier.

Life Guard policiesB The company offers two pure life insurance products that

ha'e an umbrella name, Life Guard. Ene of them in'ol'es a one0time

premium for which there are no maturity benefits. The other re5uires regular

premium payments that are returned at the end of the policy. Life Guard

offers absolutely no in'estment0related return and is suitable for indi'iduals

looking for an unadulterated insurance package.

Insurance Solutions for Individuals

ICICI Prudential Life Insurance offers a range of inno'ati'e, customer0centric

products that meet the needs of customers at e'ery life stage. Its products


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can be enhanced with up to # riders, to create a customied solution for each

policyholder.

Savin&s Solutions

(ecure Plus is a transparent and feature0packed sa'ings plan that offers *

le'els of protection.

Cash Plus is a transparent, feature0packed sa'ings plan that offers * le'els of

protection as well as li5uidity options.

(a'e An? Protect is a traditional endowment sa'ings plan that offers life

protection along with ade5uate returns

CashDak is an anticipated endowment policy ideal for meeting milestoneepenses like a child?s marriage, epenses for a child?s higher education or

purchase of an asset.

LifeTime and LifeTime II offer customers the fleibility and control to

customie the policy to meet the changing needs at different life stages.

6ach offer % fund options >Preser'er, Protector, Dalancer and


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LifeGuard is a protection plan, which offers life co'er at 'ery low cost. It is

a'ailable in * options >le'el term assurance with return of premium and

single premium.

Fome@ssure is a mortgage reducing term assurance plan designed

specifically to help customers co'er their home loans in a simple and cost0

effecti'e manner.

C'ild Plans

(martid education plans pro'ide guaranteed educational benefits to a child

along with life insurance co'er for the parent who purchases the policy. The

policy is designed to pro'ide money at important milestones in the child?s

life. (martid plans are also a'ailable in unit0linked form > both singlepremium and regular premium.

#etirement Solutions

Hore'erLife is a retirement product targeted at indi'iduals in their thirties.

(ecurePlus Pension is a fleible pension plan that allows one to select

between * le'els of co'er.

(ar)et*lin)ed retirement products

LifeTime Pension II is a regular premium market0linked pension plan.

LifeLink Pension II is single premium market linked pension plan.

In'est(hield Pension is a regular premium pension plan with a capital

guarantee on the in'estible premium and declared bonuses

Golden earsB is a limited premium paying retirement solution that offers ta

benefits up to &s !$$,$$$ uJs $C, with fleibility in both the accumulation

and payout stages.

Healt' Solutions


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Fealth @ssure and Fealth @ssure PlusB Fealth @ssure is a regular premium

plan which pro'ides long term co'er against 1 critical illnesses by pro'iding

policy holder with financial assistance, irrespecti'e of the actual medical

epenses. Fealth @ssure Plus offers the added ad'antage of an e5ui'alent

life insurance co'er

Cancer CareB is a regular premium plan that pays cash benefit on the

diagnosis as well as at different stages in the treatment of 'arious cancer

conditions.

Group Insurance Solutions

ICICI Prudential also offers Group Insurance (olutions for companies seeking

to enhance benefits to their employees.

ICICI Pru Group Gratuity PlanB ICICI Pru?s group gratuity plan helps employers

fund their statutory gratuity obligation in a scientific manner. The plan can

also be customied to structure schemes that can pro'ide benefits beyond

the statutory obligations.

ICICI Pru Group Term PlanB ICICI Pru?s fleible group term solution helps

pro'ide affordable co'er to members of a group. The co'er could be uniform

or based on designationJrank or a multiple of salary. The benefit under the

policy is paid to the beneficiary nominated by the member on hisJher death.

Fle+i,le #ider Options

ICICI Pru Life offers fleible riders, which can be added to the basic policy at

a marginal cost, depending on the specific needs of the customer.

@ccident and disability benefitB If death occurs as the result of an accident

during the term of the policy, the beneficiary recei'es an additional amount

e5ual to the rider sum assured under the policy. If the death occurs while

tra'eling in an authoried mass transport 'ehicle, the beneficiary will be

entitled to twice the sum assured as additional benefit.

@ccident DenefitB This rider option pays the sum assured under the rider on

death due to accident.


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Critical Illness DenefitB Protects the insured against financial loss in the e'ent

of " specified critical illnesses. Denefits are payable to the insured for

medical epenses prior to death

Income DenefitB This rider pays the !$/ of the sum assured to the nominee

e'ery year, till maturity, in the e'ent of the death of the life assured. It is

a'ailable in (martid, (ecurePlus, and CashPlus.

8ai'er of PremiumB In case of total and permanent disability due to an

accident, the premiums are wai'ed till maturity. This rider is a'ailable with

(ecure Plus and Cash Plus.

PL@::I:G TEEL(

ICICI P&+)6:TI@L offers a range of tools to help you chalk out your financial

plans properly.

Child CalculatorB It helps you calculate and plan the future of your child.


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Fealth Insurance 0 Insurance against epenses incurred through illness of the

insured.

Liability Insurance 0 This insures property such as automobiles, property and

professionalJbusiness mishaps.

Porter - Force.s model of Insurance Industry

Threat of :ew 6ntrantsB The insurance industry has been budding with new

entrants e'ery other day. Therefore the companies should car'e out niche

areas such that the threat of new entrants might not be a hindrance. There is

also a chance that the big players might s5ueee the small new entrants.

Power of (uppliersB Those who are supplying the capital are not that big a

threat. Hor instance, if someone as a 'ery talented insurance underwriter is

presently working for a small insurance company, there eists a chance that

any big player willing to enter the insurance industry might entice that

person off.

Power of DuyersB :o indi'idual is a big threat to the insurance industry and

big corporate houses ha'e a lot more negotiating capability with the

insurance companies. Dig corporate clients like airlines and pharmaceutical

companies pay millions of dollars e'ery year in premiums.

@'ailability of (ubstitutesB There eist a lot of substitutes in the insurance

industry. be it auto, home, commercial, health or life insurance.

SE#%ICES (A#/ETING (I0

123Price

t

143Product

ICICI aims to deli'er its financial products and ser'ices in the way its

customers want them deli'eredB with eemplary ser'ice, con'enience and at


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competiti'e prices. This is reflected in its mission statementB to set the

standard in helping their customers manage their financial future.

ICICI is a global financial institution of )utch origin, currently offering

banking, in'estments, life insurance and retirement ser'ices to meet the

needs of a broad customer base. Going forward, it concentrate on its position

as an international retail, direct and commercial bank, while creating an

optimal base for an independent future for insurance operations including

in'estment management3.

Strate&y

To ser'e the interests of stakeholders, increase management focus and

create 'alue for shareholders, ICICI is mo'ing towards separation of itsbanking and insurance operations. They belie'e the widespread demand for

greater simplicity, reliability and transparency makes this the best course of

action. In the future, ICICI Dank will build on its global presence and

international network and capitalise on its leadership position in gathering

sa'ings, multi0channel distribution, simple propositions and marketing..

Sta)e'olders

ICICI conducts business on the basis of clearly defined business principles. In

all our acti'ities, we carefully weigh the interests of our 'arious stakeholdersB

customers, employees, business relations and suppliers, society at large and

shareholders. ICICI stri'es to be a good corporate citien.

Corporate responsi,ility

ICICI wants to build its future on sustainable profit based on sound business

ethics and respect for its stakeholders and be a good corporate citien. Horonly by acting with professionalism and integrity, will they be able to

maintain our stakeholders? trust and preser'e our reputation. Their Dusiness

Principles prescribe the corporate 'alues they pursue and the responsibilities

they ha'e towards society and the en'ironmentB they act with integrity, they


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are open and clear, they respect each other and they are socially and

en'ironmentally responsible.

153Place

The ICICI in the +.(. take your pri'acy 'ery seriously. They share a

commitment to protect your pri'acy and the confidentiality of your personal

and financial information.

@s pro'iders of products and ser'ices that in'ol'e compiling personalKand

sometimes, sensiti'eKinformation, protecting the confidentiality of that

information has been, and will continue to be, a top priority throughout icici.

8hether you are a current customer, former customer, or potential

customer, we belie'e that you should know about the information we collect,the measures we take to safeguard it, and the situations in which we might

share information with select business partners. This notice eplains how the

icici handleKand protectKthe personal information we collect.

The information we collect and the etent to which we use it will 'ary

depending on the product or ser'ice in'ol'ed. In fact, in certain cases, we

may not collect or share some of the types of information noted below. Hor

eample, in a number of cases an ICICI has an agreement with distributors or

plan sponsors that limits the sharing of information about its customers withany other company, e'en if that company is an ICICI affiliate. These

agreements continue to be honored.

163 Promotion

@d'ertisingB Tele'ision, radio, mo'ies, theatres

Print mediaB hoardings, newspaper, magaines

PublicityB road shows, campus 'isits, sandwich man, (ponsorship

(ales promotionB gifts, discount and commission, incenti'es,etc.

Personal sellingB Cross0sale selling at competitors place3,personalied

ser'ice .


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1-3 Process

Customer enters branch

(ecurity check

In5uiry by customer

Interaction with banker

Hills form

Told will recei'e welcome kit

Customer lea'es

173 PeopleIn a company or organiation, employees are essentially the contact

personnel with customer. Therefore, an employee plays an important role in

the marketing operations of a ser'ice organisation. To realie its potential in

bank marketing, +CE become conscious in its potential in internal marketing

> the attraction, de'elopment, moti'ation and retention of 5ualified

employee0customers through need meeting -ob0products. Internal marketing

pa'es way for eternal marketing of ser'ices. In internal marketing a 'ariety

of acti'ities are used internally in an acti'e, marketing like manner and in a

coordinated way. The starting point in internal marketing is that the

employees are the first internal market for the organiation. The basic

ob-ecti'e of internal marketing is to de'elop moti'ated and customer

conscious employees. @ ser'ice company can be only as good as its people.

@ ser'ice is a performance and it is usually difficult to separate the

performance from the people.

93 Physical e'idence0physical e'idence is the material part of the

ser'ice.their are many eamples of physical e'idence

Internet

Paper work

Drouchers


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Dusiness cards

Duilding itselfsuch as prestigious offices, scenic head5uarters3

The physical e'idence also include signage ,reports,punch lines,other

tangibles ,employee?s dress code etc.

(ignageBeach and e'ery bank has its logo by which a person can identify the

company. Thus such signage is significant for creating 'isualiation and

corporate identity.

Hinancial reportsBthe company?s financial reports are issued to the customers

to emphasis or credibility.

Tangibles Bbank gi'es pens ,writing pads to the internal customers. 6'en the

passbook ,che5ue book.

Punch linesB punch lines or the corporate statement depict the philosophy

and attitude of the bank. Danks ha'e influential punch lines to attract the

customers.

6mployee dress codeB ICICI follows a dress code for their internal customers.

This helps the customers to feel the ease M comfort.

(6&NIC6 (6G


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will deli'er, how big the segment is and how the segment fits with the

current direction of the company and its 'ision.

@t the heart of any customer relationship management C&


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and preferences at a more fundamental le'el3. Customer data is the financial

ser'ices industry?s greatest asset in achie'ing this. The goal is to mine the

samples in order to find underlying patterns and trends, as a result of this,

success measures are no longer connected to basic short term indicators

such asB

0 (hifting products to customers.

0 &esponse rates of specific marketing campaigns. @nd ha'e focused onB

0 The growth of niche subgroups.

0 The life style and Ali5uidity? e'ent customer.

0 The increased categoriation by preferred channel usage

branchJtelephoneJInternetJmobile3.

0 @lignment of micro targets with corporate goals

0 Customer retention and lifetime 'alue

In spite of this seemingly increased le'el of sophistication, results within the

financial ser'ices ha'e fallen far short of epectations and of what has been

achie'ed in the H


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ICICI Life is rated @O (uperior3 by the @.


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co'erage3 as well as 'oluntary insurance products, such as uni'ersal life,

whole life, accident, critical illness and disability income3 and retirement

programs, all con'eniently deli'ered at the worksite. @nd we enhance our

ser'ices, technologies and educational tools to ensure ease in deli'ery. It7s

more of what your clients want.

@t ICICI 6mployee Denefits, we ha'e a national network of employee benefits

professionals who operate from offices across the country. Eur sales and

ser'ice representati'es take a consultati'e approach with you and your

customers. Put simply, we seek to design and implement customied benefit

plans that meet employer goals and employee0specific financial needs. Eur

sales and ser'ice team are backed by home office eperts in underwriting,

claims and customer ser'ice.

Today7s employers find many challenges in their benefits programs. En one

hand, you want to attract and retain employees by offering a full range of

benefits. En the other hand, you need to control costs and keep

administration easy.

ICICI 6mployee Denefits can help. 8e are proud to work with today7s

employers to offer 'aluable insurance products.

Hor more than $ years, we ha'e offered traditional group insurance benefits

as well as 'oluntary insurance products and retirement programs, allcon'eniently deli'ered at the worksite.

Inte&rated Service (ar)etin&Communication Of ICICI P#!ENTIAL

(tage !B Tactical Coordination of


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(tage 2B &edefining theB (cope of


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;This past year was highlighted by strong client retention and a continued

leadership position in sales 00 a clear demonstration that customers ha'e

confidence in our 'alue proposition,= said Catherine (mith, C6E of ICICI +.(.

&etirement (er'ices. ;I?m proud of the outstanding work we accomplished to

le'erage our industry leadership, grow distribution relationships and eecute

important strategies. )espite the etraordinary market conditions this year,

we?'e been focused more than e'er on our business and continue to lead the

way in helping @merican workers plan for their retirement.=

6ecuting the Citi(treet Integration

Ene of ICICI?s primary initiati'es in 2$$" in'ol'ed the integration of the

former Citi(treet LLC business, which ICICI purchased in uly 2$$. This

successful effort brought the two companies together in 2$$" as one

cohesi'e retirement ser'ices firm.

@nother measure of success was ICICI?s epanded footprint in the defined

contribution industry. 8ith its combined businesses, ICICI?s +.(. &etirement

(er'ices ranked among the top three plan pro'iders and record keepers in

the country, with more than #2,$$$ plan sponsors, approimately 9 million

plan participants, and o'er Q2*# billion in combined assets under

management and administration.! The business is now uni5uely positioned

to ser'e all sies and segments of the market > corporate, education,

go'ernment, healthcare and not0for0profit.

;Hrom pure record0keeping ser'ices to a full ser'ice in'estment pro'ider,

ICICI is one of the few companies with a scaled leadership presence across

the entire spectrum and the ability to offer retirement solutions for any sie

or type of employer,= noted (mith.

Growth and Hocus in the Corporate


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ICICI also ele'ated its long0standing commitment to the higher education and

healthcare markets with the introduction of a new business de'elopment

team focused on strengthening relationships with eisting customers and

proacti'ely forging new partnerships.

Duilding on its education leadership, ICICI remained at the forefront of

helping school officials na'igate the new I&( %$*b3 regulations with

supporti'e tools and inno'ati'e resources. @t the end of the third 5uarter,

!$/ of all 0!2 public school districts across the country had signed up for

ICICI7s pioneering planwithease.com administration and compliance platform.

In addition, the online ICICI 6ducator7s )irect %$* Program gained traction in

the state of )elaware, where it launched to employees at *" institutions. To

date, market share has grown significantly for new enrollments, and ICICI is

planning to epand access to other states.

In the go'ernment market, small and mid0sied plan sales were strong, and

se'eral new large plans representing Q%.# billion in assets under

administration were successfully transitioned o'er to ICICI.


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%. 6mployee beha'iour absenteeism and turno'er task and contetual

performance errors and near misses3

#. Erganiational performance.

This re'iew contributes to an e'idence base for policies and practices ofpeople management and performance management. Its usefulness will

depend on future empirical research, using appropriate research designs,

sufficient study power and measures that are reliable and 'alid

(tages in policy insurance

23 Proposal

@ Proposal (tage is the Hirst stage before the policy is issued at CEP(. @t thisstage, the application form is recei'ed by CEP(, but it is pending for

issuance due to further clarifications re5uired from the customer.

43 Lo&in

@ proposal which is complete i.e., duly filled with all necessary documents

attached to it M accepted by the Dranch ops, is called a Login

53 #e:ect@n @pplication gets re-ected at the Dranch Eps le'el due to necessary details

not filled in the form or necessary documents not submitted is a &e-ect. It is

then sent back to the @d'isor for completion.

63 Issuance

Issuance means a policy that is issued to the Customer by Central Eps.

-3 !ecline Status

8hen a customer refuses to take a policy post login but before Issuance is

called a )ecline


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73 Cancellation

8hen the che5ue gi'en by the customer bounces, it amounts to cancellation

of the policy.

;3 Lapse

@ policy for which the Customer fails to pay subse5uent premiums is a

Lapsed Policy.

ICICI Prudential has almost its branches in urban area or metros. (o in order

to increase the no. of customer, ICICI Prudential should increase the

approach towards potential customers. Hor that it has to increase the


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branches in the semi urban cities like C, ) grade cities. @nd the rural

marketing is the best option for ICICI Prudential to increase its base in the

market

Improve customer services>In order to take the ad'antage of being industry leader in pri'ate sector,

ICICI Prudential has to impro'e its customer ser'ices. @ccording to my

eperience in the company, a good number of customers forget to pay their

premium at time so it causes a big loss to the company. ICICI Prudential has

already collaborated with the ICICI bank for its Dancassurance facility and

then can include another feature in it. ICICI bank can offer a bank account

with the life insurance policy in which an @T< card will be pro'ided. This card

will ha'e all the information regarding the policy as like future premium

payment dates, payment made, money 'alue of the policy at that date,

'alue of the unit linked plan and all other information what the customer

want. This will help the customer to pay premium on time and sa'e their

losses. This will be mutually helpful for both sister companies, ICICI bank will

get new account and ICICI prudential will be able to more efficient ser'ices to

their customers.

?rin& some unit lin)ed life insurance plans int'e mar)et>

Deing a market leader doesn?t ensure the leadership in the future. (ince

after increment in H)I from 21/ to %"/ all player will ha'e the opportunity

to capture the market share. (o in order to maintain its position ICICI

Prudential should

0Introduce some new market linked insurance plan, which will gi'e a

competiti'e ad'antage to the ICICI Prudential against its competitors.

Trained t'e financial advisors moreefficiently>


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In the changed scenario, more efficient training will be needed, so ICICI

Prudential should pro'ide good and efficient training to their financial

ad'isors. Decause they are the one who interact directly with the customers.

(o good training will gi'e them the right way to deal with the potential

customers.

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