1.

Description of Business

Aviva Life Insurance India has 40 Branches in India, including rural branches supporting its
distribution network. With over 27,000 Financial Planning Advisers (FPAs) and the Financial
Health Check (FHC) programme it has been successful in setting up its position in the Indian
market. The FHC is a free service administered by the FPAs which analyses the customer's
long-term savings and insurance needs and depending on the life stage and earnings of the
customer it selects the proper insurance product for them.

Aviva Life Insurance India initiated the concept of Bancassurance in India and at present it has
Bancassurance tie-ups with ABN Amro Bank, American Express Bank, Canara Bank,
Centurion Bank of Punjab, The Lakshmi Vilas Bank Ltd. and Punjab & Sind Bank, 11 Co-
operative Banks in Gujarat, Rajasthan, Jammu & Kashmir, Bihar, West Bengal, Andhra Pradesh
and Maharashtra and one regional Bank in Sikkim. This has helped to distribute Aviva products
in nearly 378 towns and cities across India.

Aviva Life Insurance India offers more modern Unit Linked and Unitized With Profit money
products to the customers. Following the IRDA guidelines, with effect from 1 July 2006, these
unit - linked products have been modified.

Aviva is among the first companies to introduce modern unit-linked and unitised with-profit
policies.

The products of Aviva insurance group of India are:

 LifeLong
 LifeSaver or EasyLife Plus
 Young Achiever
 LifeBond and LifeBond Plus
 PensionPlus
 LifeShield
 Freedom LifePlan
 LifeBond5
 The fund management operations of Aviva Life Insurance India is controlled from
Mumbai and the fund options includes Unitized With-Profits Fund and four Unit Linked
funds:
 Protector Fund - The fund comprises of debt securities in the range of 60-100%, equities
in the range of 0-20% and money market and cash in the range of 0-20%.
 Secure Fund - The fund comprises of debt securities in the range of 50-100%, equities in
the range of 0-20% and money market and cash in the range of 0-20%.
 Balanced Fund - The fund comprises of debt securities in the range of 50-90%, equities in
the range of 0-45% and money market and cash in the range of 0-10%.
 Growth Fund - The fund will comprise of debt securities in the range of 0-50%, equities
in the range of 0-85% and money market and cash in the range of 0-20%.
These funds provide investment security to the capital of the customers.

Through their association with Basix (a micro financial institution) and other NGOs, Aviva Life
Insurance India have been able to reach out to those underprivileged who had no access to
insurances till day.

In Aviva Life Insurance India , thus , by combining protection and long term savings the
customers can safeguard and provide life products for their family with their changing needs.

2. Advancements of computing environment (ICT use)

There has been an influx of private life insurance companies in India after the liberalisation of
the Indian insurance sector. When Aviva entered India in 2002, it was one of the last players to
enter the market. The key to success lay in knowing potential customers better, and in bringing
out products and services tailored to customer requirements. To do this, it went in for an
enterprise-wide deployment of Talisma’s e-CRM suite even before it launched Indian operations
in June 2002.

A stringent assessment exercise took place, during which four vendors, including Talisma, were
evaluated by a team of 10 people. This team had representatives from the IT department and also
from customer-facing departments such as sales, marketing and customer services. After a
thorough evaluation process, Talisma’s suite was selected primarily because it offered
integration with our call centre operations, which no other vendor was offering. The suite
promised a common integrated platform for different customer-facing departments [sales,
marketing and customer services] within the organization.”

The implementation of the CRM suite was a smooth affair. The implementation exercise began
in December 2001 and went live six months later. Since they went in for the CRM suite before
launching our business in India, the implementation was smooth. If an organization is already in
business the implementation exercise can be a prolonged affair.

The CRM suite has been deployed in marketing, sales and service as well in the partner and sales
ecosystem (comprising bank assurance partners and insurance agents). Aviva has implemented
several modules of Talisma e-CRM, such as marketing, sales, servicing, and contact centre. The
only component it hasn’t used is the chat module. Today, there are 450 personnel using the e-
CRM suite at Aviva.

e-CRM at Aviva in a nutshell

 Aviva decides to implement a CRM suite even before it commenced its Indian
operations. The idea was to have a better interface with customers. It also wanted to
integrate its customer-facing departments.
 It picks Talisma from among four vendors after a stringent evaluation exercise.
 Aviva takes six months to implement the e-CRM suite. It implemented all the e-CRM
modules barring the chat module. Today there are 450 users of the e-CRM suite at the
company.
 Aviva Life Insurance enters the Indian market in June 2002.
 Thanks to the e-CRM implementation, Aviva is able to tap the potential of the Indian
insurance market by tailoring its products and services, and quickly analysing and
adjusting its marketing initiatives.
 The company has evaluated the next version of Talisma e-CRM suite and plans to roll out
the same towards the end of this year’s AMJ quarter. This time around, Aviva intends to
implement the chat module.