China Life Insurance: Strengthen the intelligent application of technology to effectively improve the insurance service experience of customers

Recently, Chinese Life Insurance Co., Ltd. (hereinafter referred to as "Chinese Life Insurance Company") released its 2022 ESG and Social Responsibility Report. The report comprehensively shows the company's practices and achievements in the fields of environment, social responsibility and corporate governance in its operational development. In 2022, Chinese life insurance companies lead the industry in scale value, with a total market value in the forefront of global insurance companies, ESG practices are widely recognized by the society, and are rated BBB by the international authoritative rating agency MSCI ESG, ranking in the leading echelon of the domestic life insurance industry, and blazing a "China Life ESG Road" with Chinese characteristics and in line with international standards.

Chinese Life Insurance Company continues to deepen the service concept of "honesty and trustworthiness, professionalism and efficiency, customer first, first-class experience", create a service brand of "simplicity, quality and warmth", think about what customers think, solve customers' difficulties, and continuously improve customer service quality. The results of the 2022 third-party customer survey show that the company's overall customer satisfaction level remains high.

Optimize technology services and excellent customer experience

Chinese life insurance company fully applies scientific and technological intelligent services, upgrades the "SIP (self-service-intelligence-manual) three-level" multi-service model of customer contact center, comprehensively applies new technologies such as big data, intelligence, and cloud computing, creates multi-touch services such as 95519, APP, WeChat, and SMS, and improves services such as electronic return visits, electronic notifications, intelligent voice navigation, intelligent outbound calls, and intelligent online customer service robots. In 2022, the 48-hour one-time problem resolution rate of 95519 inbound service reached 89.1%, an increase of 3.6 percentage points year-on-year; 95519 service satisfaction reached a new high, reaching 98.77%; The proportion of electronic intelligent services for new single return visits has exceeded 97.43%; The intelligent online customer service robot eXiaobao has provided intelligent and artificial online services for 35 service terminals such as APP and WeChat, with an intelligent service replacement rate of 96.31% and carrying an average of about 170,000 daily service guidelines.

Upgrade Chinese life insurance APP policy service. Improve the carrying capacity of various insurance services, health care ecological services and online activities of Chinese life insurance APP, and create full-process online insurance policy services for customers. In 2022, the number of registered users of Chinese life insurance apps will be about 129 million, an increase of 15.2% over the end of the previous year. The total number of customer services in the whole year was nearly 300 million, an increase of 18.7% year-on-year, demonstrating a stronger service carrying capacity.

Improve the efficiency of 95519 customer dedicated line service. Optimize the first-level service algorithm of the 95519 customer service line, implement customer problem points more quickly, and customers can dial 95519 to enjoy the convenient service of "only dial the number once, listen to the voice only once, and speak only once the demand". Launched the industry's first digital management platform for voice services, realizing second-level changes in emergency response to 95519 intelligent voice services.

Create an intelligent security service model. The security service mode of "multi-point contact, multi-track parallelism, and faster step" has been fully built, and the self-service contact point and intelligent review process have been comprehensively upgraded, so that all pieces are processed within 1 second, the e-rate of customer insurance policy preservation services has increased to 92.79%, and the automation rate of personal security has exceeded 99%.

Improve the value-added service ecological platform "V customer life". The value-added service ecological platform "V Customer Life" supports the normalization of rich and diversified customer business activities, enhances the communication bridge between customers and sales personnel, and provides customers with diversified, systematic and professional value-added services.

Develop a "respectful model" to bridge the digital divide

Focusing on the insurance business handling needs of elderly customer groups, Chinese life insurance companies have opened a number of service models that are more suitable for the use habits of the elderly, eliminating the "intelligence dilemma" of the elderly with multiple touchpoints, and helping the elderly better enjoy the convenience brought by intelligent services. As of December 31, 2022, a series of age-appropriate services have been provided to 25.59 million elderly customers.

Chinese life insurance APP respects the elderly model service. Chinese life insurance APP has added functions such as adjustable page font size, voice verification login, information content reading, and intelligent answering robot to provide intimate service experience for the elderly. At the same time, when using the APP for business handling, the system will pop up anti-fraud warning risk reminders, reminding the elderly not to transfer funds easily, and beware of financial fraud and illegal fundraising.

95519 Green channel of digital dedicated line for the elderly. 95519 launched the green channel of the digital dedicated line for elderly customers, automatically and accurately identified the caller number of elderly customers, set up exclusive service skill groups for the elderly, and provided services and solutions that are more suitable for the understanding and living habits of the elderly, such as slow, light and soft. In 2022, the company provided manual priority access services for 632,900 elderly customers, and the manual connection rate of elderly customers reached 97.93%. The industry is the first to provide "Xiangyin" service, on the basis of Mandarin manual service, on the premise of obtaining the consent of elderly customers, the elderly customers "Xiangyin" characteristic dialect seats continue to serve. The 95519 customer service line service team provides 53 dialect service capabilities, which better solves the problem of inconvenient language communication for the elderly.

Offline counters are suitable for the elderly, and the service is intimate. Actively launch a series of service initiatives to respect the elderly and love the elderly, develop a "love version" of smart teller machines, increase page fonts, and provide barrier-free services that can be voiced; Carry out the "Escort the Golden Old Age" care activity, add special seats for the elderly, configure reading glasses, blood pressure monitors, wheelchairs and other convenient facilities, and provide green service channels and convenient services for special customer groups to continuously improve customer service experience. In 2022, offline countertops will serve a total of 5.5 million elderly customers.

Give back to customers and warm life

Chinese life insurance company actively gives back to customers, providing customers with high-quality health services and exchange activities.

Carry out an online customer festival with the theme of "Holding Hands with China Life, Heart to the Future", set up the main activity area of "Vitality Park" online, set up a "Vitality Park" check-in area offline, and carry out interactive activities in combination with diversified themes such as "Happy Life", "Little Painter", "700 Hiking" and "Consumer Rights and Interests Protection". The company launched the exclusive "Health Rights Package" feedback activity on Customer Day, including daily discomfort consultation, pre-hospital emergency rescue, discharge assistance arrangement and other common services.

Launched the "Healthy Peers to Improve Immunity" program, focusing on the four major sections of "Youth Body Correction", "Silver Hair Health", "Scientific Exercise" and "Home Exercise", and set up a series of live broadcast and short video courses for different customer groups such as teenagers, middle-aged and elderly people, and office workers.

Provide our customers with slow, low-intensity "meridian fitness" rhythmic exercise courses based on traditional Chinese medicine meridian theory. Launched the "Happy Life" women-exclusive special activities, launched nearly 50 offline high-end beauty salon activities and online short video micro-topic interactions, and participated in more than 300,000 customers. A total of 11 free first aid knowledge lectures were held in 9 provinces, including Heilongjiang, Shandong, Fujian, Anhui, Liaoning, Hebei and Guangdong.

Create "fast and warm" claims services

Chinese Life Insurance Company strives to create "fast and warm" claims services, relying on digital technologies such as the Internet, big data, cloud computing, artificial intelligence, blockchain, and 5G networks to improve the speed and temperature of claims services. In 2022, Chinese Life will realize "mobile, convenient and efficient" handheld claims settlement, and actively apply intelligent technology to improve the efficiency of claims services.

In 2022, Chinese Life Insurance Company paid more than 19 million claims, paying 1 claim in less than 1.7 seconds; the claim amount exceeded 50 billion yuan, sending an average of about 140 million yuan to customers every day; the direct payment service of claims exceeded 6.7 million, and the one-stop settlement and discharge compensation in some areas was second; the efficiency of claims settlement operations was efficiently improved, and the time limit for small claims settlement was 0.13 days; and 88 emergencies were quickly responded.

Open diversified claim application channels. Customers can apply for claims through Chinese life insurance APP, official WeChat public account, official website, 95519 contact center, sales outlets and counters, etc., realizing "anytime, anywhere, at their fingertips", breaking geographical restrictions and shortening waiting time. In addition, the company innovates the claim direct payment model, focuses on the "medical + insurance + Internet" scenario, comprehensively promotes the direct payment service of claims through direct connection of social security, hospital and third-party data, and uses intelligent means to achieve remote and rapid adjustment and payment. In some regions, a "one-stop" claim direct payment service has been opened, allowing customers to settle claims and directly deduct medical expenses when they are discharged, realizing the "zero-timeliness" service of claims settlement upon discharge.

Optimize the intelligent claims process, further expand the application scope of artificial intelligence, big data and other technologies in claims settlement, and realize the intelligent operation of industry-leading medical liability claims cases. As of December 31, 2022, Chinese Life Insurance Company provided full-process intelligent claims settlement services to nearly 14 million customers, accounting for more than 70% of intelligent operations.

Establish a link with customers with sincere service, provide intimate services of "door-to-door compensation" for customers with reduced mobility, bedridden or other special needs, and take the initiative to collect paper claim application materials and provide disability appraisal services. In 2022, Chinese Life has provided more than 110,000 customers with "door-to-door and full-process assistance" claim settlement services.

"One day compensation for serious illness" is faster. Chinese life insurance company promises to complete the claim processing within one working day for eligible customers who apply for critical illness compensation, so as to achieve "compensation after diagnosis". The company has provided nearly 190,000 eligible customers with a one-day compensation service for critical illness that is "compensated upon diagnosis", with a compensation amount of more than 8.5 billion yuan.

Faster disaster claims. Chinese Life Insurance Company quickly responded to many major emergencies such as the 6.8 magnitude earthquake in Luding County, Sichuan, the 6.1 magnitude earthquake in Lushan County, Sichuan, and the flash flood disaster in Datong County, Qinghai, activated the claim emergency response mechanism as soon as possible, actively sought out relevant customers, and opened a green channel for claim settlement in a timely manner.

Electronic ticket claims are simpler. Chinese Life Insurance Company actively responds to the national medical electronic bill reform policy, uses big data to expand service channels, extends and enriches service content, promotes electronic bill claims settlement in many places, and provides customers with fast and warm claim settlement services such as no need to print paper bills and self-service selection of electronic bills.

Full-chain management to build a "big consumer protection" work pattern

Promote the implementation of regulatory authorities' requirements for the protection of consumer rights and interests, optimize and improve the establishment of systems and mechanisms for the protection of consumer rights and interests, and ensure the effective operation of various consumer rights protection mechanisms.

In 2022, Chinese Life Insurance Company will actively promote the protection of consumer rights and interests, engage in the transformation of post-control to the implementation of the whole chain, build a "big consumer protection" work pattern, effectively operate consumer protection mechanisms such as consumer insurance review, consumer insurance assessment, internal training, and internal audit, and accelerate the implementation of consumer rights protection. In 2022, the company carried out nearly 6,600 reviews of various consumer rights protection. More than 3.2 million employees and sales staff were trained in the consumer protection course.

In order to further enhance the attention of personnel at all levels to the protection of consumer rights and interests, improve consumers' financial literacy and self-protection awareness, and create a clear financial and insurance consumption environment, Chinese life insurance companies continue to enrich the content of consumer rights protection education and publicity, and vigorously promote the construction of "online + offline" and "centralized + positional" financial publicity grid. As of December 31, 2022, it has carried out more than 15,000 education and publicity activities on the protection of consumer rights and interests, reaching 175 million consumers, a year-on-year increase of 16.7%, and has been awarded the titles of Excellent Organizing Unit of the "3.15" Education and Publicity Week of the China Banking and Insurance Regulatory Commission and Excellent Organizational Unit of Financial Joint Education and Publicity Activities.