Live Case Study
This case study was undertaken in the largest contributing proprietary distribution channel in a life insurance business, where new business is sourced through “agents” who work as freelancers and contribute 50% towards the channel revenue.
This distribution channel operates on a framework called the Agency Work System (AWS) that establishes agent discipline, skilling and technology for making an agent independent while sourcing business. Agents become “AWS Qualifiers” by meeting pre-defined criteria.
This was a process improvement Black Belt project that was executed through the structured Six Sigma DMAIC methodology with a goal to improve per qualifier agent productivity from 79,000 to 100,000 rupees, which is required for driving growth and steep business plans.
The approach was to focus on improving agent workforce quality that directly impacted agent retention, customer experience, ticket size per customer, channel revenue, and growth.
Our journey involved high level collaboration, leadership commitment, change management, structured communication, as the project involved 47,000 agents and cross-functional teams spread across 205 locations. Key solutions were deployed in areas of training, skilling, communication, and technology and were identified through in-depth process study and validation of causes through hypothesis testing. The project led to incremental revenue benefit of 660 million rupees.