The All-In-One Insurance Company

English中文

The All-In-One Insurance Company

Founded in 1998, BOC Group Life Assurance Company Limited (BOCG Life) has leveraged its excellent products, quality services and the connections of its parent company – BOC Hong Kong (Holdings) Limited, to emerge as one of the top insurance companies in Hong Kong, especially in the RMB life insurance market. BOCG Life has been well received by its customers, such that it has won Best-in-Class for both Customer Onboarding and Service Innovation in addition to an Outstanding Achiever Award for Online Usability.

Charity Au, Chief Operating Officer, and the rest of the BOC Group Life team accepting their awards

“BOCG Life has been operating under a robust bancassurance model with a strong distribution network to reach different segments of customers in Hong Kong. Our products and services have become an integral part of the wealth management solutions offered to customers. And our rapid growth in recent years bears witness to the success of our development in various areas,” said Charity Au, Chief Operating Officer of BOCG Life.

Demystifying Insurance

As evidenced by BOCG Life’s Best-in-Class Award in Service Innovation, it has been providing market leading services to customers. Accompanied with technological advances, BOCG Life is dedicated to providing new and unique services to first-time and long-term customers alike. BOCG Life has unveiled several new services over the last year for the purpose of improving the ease with which customers are able to access and manage their insurance policies. One such service is the Electronic Commerce System, an online platform which allows customers to adjust their sum insured amount in an interactive manner and apply suitable life insurance products. Customers can also submit claims online anytime, anywhere.

BOCG Life has launched its e-Application, enabling Financial Planning Managers at around 260 branches in the BOCHK Group to submit new business applications electronically and instantly and therefore save document delivery time. This has resulted in a higher policy issue ratio (70%) than the industry benchmark (65%), according to BOCG Life.

Au was also keen to talk about the services tailored for Mainland travelers visiting Hong Kong. “Our products and services have been very popular among target customers, including those visitors from Mainland China who especially prefer hassle-free and one-stop service experience. Leveraging our strengths in technology and service network, BOCG Life has been a trusted brand providing a number of tailored solutions.”

To ease filing difficulties for Mainland and overseas customers, BOCG Life devised its 360° Comprehensive services for them. According to Au, “We realize the need for fast and efficient services for mainland Chinese and overseas customers. We offer mobile verification and medical check-up services, convenient payment options, and a top-tier list of 1,000 specified hospitals in China and Macau for in-patient claim services.”

For creating innovative and well-designed online service platforms for customers, BOCG Life received the Outstanding Achiever Award for Online Usability, and Au is optimistic about the further opportunities that BOCG Life can capitalize on. “Technology has made our life more convenient and efficient than ever before. This is the way our business is evolving too. With electronic and digital services, we are able to collect big data, empowering us to proactively analyze the behavior of customers and streamline our services to exceed their expectation. Our employees are becoming more tech-savvy with customers’ needs in mind.”

“With the increasing use of mobile technology in Hong Kong, BOCG Life has opened up different touch points, both online and offline, for customers to access our services round the clock. Our digital and offline services are performing shoulder-to-shoulder in equal importance. We always welcome customers to contact us in the way most comfortable and convenient to them, be it by phone, writing, email, online platform or even face to face.”

Technology has made our life more convenient and efficient than ever before. This is the way our business is evolving too.

Streamlining Customer Services

As is to be expected, BOCG Life’s success in quality service has resulted in superb customer experience which Au credits to a companywide focus on the entire application and approval process from beginning to end. “BOCG Life is dedicated to creating an onboarding experience at the highest standard. To do so, our service pledge is readily available on our corporate website. We also strive to create market first services, such as 4-hour express policy loan and release of maturity payment on exactly the policy maturity date against the industry’s average turnaround time of 7-14 days.”

“Life insurance is a highly customercentric industry, where internal procedures are often intertwined with customer touch points to shape their service experience. We find it extremely important for our employees to understand crucial operational concerns of their co-workers in other departments. For example, when staff learn more about the concerns in sales, underwriting and compliance, they can respond to customers and handle requests more efficiently. By having interdepartmental cooperation, we want to create a synergy and make the journey for new customers smoother and more flexible.”

Au also believes that staff play a key role in maintaining the high standard of services that BOCG Life has set for itself. “Our service ambassadors work closely with our distribution channels and are empowered to resolve complicated issues upfront. They reach out proactively to customers who require extra care and fulfill their needs on a one-stop basis. Our meticulous attention to customers’ requirements is the key to enhancing business efficiency and customer satisfaction.”

Looking to the future, Au looks forward to navigating the ever-shifting market landscape and securing a bright future for BOCG Life and its customers. “The regulatory regime in Hong Kong is evolving with an aim to better protect our customers. We believe that this is the right direction to benefit society as a whole and foster the healthy growth of the life insurance industry. BOCG Life has a very strong team and we are always vigilant in coping with the changes to better protect the rights of customers.” BM

保險一站通

中銀集團人壽保險有限公司(中銀集團人壽)成立於1998年,透過其優質的產品、卓越的服務,以及母公司中銀香港(控股)有限公司於本港的龐大網絡等,成為香港領先的保險公司之一,在人民幣壽險市場方面尤其出色。中銀集團人壽得到客戶的大力支持,贏得「客戶募集」及「服務創新」同級最佳獎和「網上功能」傑出表現獎。

BOCG-Pic-2

中銀集團人壽營運總監 歐之珊

中銀集團人壽營運總監歐之珊表示:「中銀集團人壽透過龐大的分銷網絡,以高效率的銀行保險模式運作,服務香港不同類型的客戶。我們的產品和服務已經成為客戶財富管理方案不可或缺的一部分。我們近年業務迅速增長,在多個方面的發展均取得成功。」

保險去面紗

中銀集團人壽憑藉多項領先市場的服務,獲得「服務創新」同級最佳獎。中銀集團人壽同時善用最新科技,致力為新舊客戶提供新穎且獨特的服務。去年,中銀集團人壽推出幾項全新服務,方便客戶查閱和管理保單,其中一項服務為網上投保平台,這個網絡平台讓客戶以互動的方式調整保額、投保合適的壽險產品之餘,也讓他們隨時隨地於網上提交索償申請。

中銀集團人壽亦推出了電子申請書,讓中銀香港集團約二百六十間分行的財務規劃經理,能夠即時為客戶以電子方式提交投保申請書,節省文件的傳遞時間。中銀集團人壽指出,這項措施令保單簽發成功率高達七成,而業界的一般水平為六成半。

歐之珊也特意介紹專為中國內地訪港遊客而設的服務:「我們的產品及服務甚受目標客戶歡迎,包括來自中國內地的訪港客戶,他們特別希望享有一站式的無憂服務。中銀集團人壽憑藉在科技及服務網絡的優勢,成為一個可信賴的品牌,提供各式各樣的度身訂造服務。」

中銀集團人壽為簡化中國內地及海外 客戶索償之繁瑣程序,特設360 度全方位服 務。歐之珊表示:「我們很理解中國內地 及海外客戶都希望享有快捷便利的服務。為 此,我們特設了流動認證及健康檢查服務、 便利的付款方式,並與位處內地及澳門的一 千家頂級醫院合作,為這些客戶提供住院理 賠服務。」

中銀集團人壽亦以嶄新和設計超卓的網上客戶服務平台,勇奪「網上功能」傑出表現獎。歐之珊對公司未來的網上服務機遇和前景表示樂觀:「科技使我們的生活更方便和得心應手,我們的服務同樣與時俱進。憑藉電子和數碼服務,我們能夠收集到大數據以了解客戶所需,並藉此簡化服務流程以超越他們的期望。我們的員工都十分重視科技,以滿足客戶需要為優先考慮。」

「隨著移動科技在香港的興盛,中銀集團人壽同時建立了網上和實體接觸點,讓客戶能夠隨時隨地享用服務。我們的網上和實體服務相輔相承,兩者同等重要。客戶可以使用他們方便的方式來與我們聯繫,無論是通過電話、信件、電郵、網上平台還是面對面溝通,我們均無任歡迎。」

客戶更稱心

毫無疑問,中銀集團人壽的優質服務帶來了卓越客戶的體驗。歐之珊女士將其歸功於在整個過程中,公司專注於申請和審批流程的優化:「中銀集團人壽致力把客戶服務體驗做到最好。為了做到這一點,我們在公司網站上列出服務承諾。我們也率先推出市場首創的服務,如4小時特快保單貸款服務、保單期滿即日發放期滿金,遠優於同業在期滿後平均需時7到14日才能支付期滿金的表現。」

「人壽保險是一個以客為尊的行業,內部流程往往與客戶接觸點環環相扣,構成整體的客戶服務體驗。我們發現,同事對其他部門的運作重點及需求的了解是非常重要的。舉例說,當前線同事了解有關銷售、核保和合規方面的關注點,他們就能更有效地回應客戶和處理需求。所以,我們希望通過加強不同部門間的合作,發揮協同效應,讓新客戶獲享更加順暢和靈活的服務體驗。」

歐之珊認為,公司要維持優質服務,員工扮演了關鍵角色:「我們的服務代表和分銷部門緊密合作,並獲得授權優先解決複雜問題。他們會積極協助需要特別關注的客戶,通過一站式服務滿足他們的需要。我們給予客戶無微不至的照料,是提高業務效率和客戶滿意度的關鍵。」

展望未來,歐之珊表示會繼續留意並回應市場變化,為該司及客戶追求更佳前景:「香港的監管機制一直在不斷完善,目標是加強客戶保障。我們相信這是一個正確的方向,將為社會帶來裨益,並推動人壽保險行業的健康發展。中銀集團人壽擁有一支強大的服務團隊,將會繼續關注市場最新發展,為客戶權益提供更好的保障。」BM