How a Leading Life Insurance Provider Transformed NPS Journey with WhatsApp Flows

Overview

A leading private life insurance provider in India offers a diverse range of protection and long-term savings solutions. With a strong commitment to customer-centricity, the company has consistently achieved impressive claims paid ratios. Recognizing the critical role of customer feedback in refining services, the brand identified the need to revamp its Net Promoter Score (NPS) system. It partnered with Jio Haptik to accomplish its goal of capturing real-time, actionable insights to enhance customer satisfaction and loyalty.

 

421k
Total conversations handled by bot
72%
Bot automation rate
27%
Increase in NPS collection

Haptik is a fantastically committed team. They truly understand their business and they go really deep to understand their customer's issues.

mvs murthy
MVS Murthy,

Head – Marketing & Digital

Challenge

For the life insurance provider, NPS is a critical North Star KPI that reflects customer trust and loyalty. However, the existing methods of collecting NPS data were fragmented, slow, and lacked contextual feedback, leading to limited visibility and delayed action.

 

  • Feedback collection: Traditional channels weren’t optimized for seamless and efficient collection of NPS ratings, impeding the company’s efforts to streamline processes and elevate customer experiences.

  • Low response rates: Despite its attempts to engage customers, existing NPS survey methods were ineffective - especially across key post-service touchpoints.

  • Lack of integrated system: The absence of a unified platform made it challenging to route feedback to appropriate teams for quick and efficient resolution.


Solution

The leading life insurance company partnered with Haptik to address the challenges by implementing a WhatsApp Flows-based NPS collection system. The integration of Flows allowed the brand to build structured, interactive journeys within the WhatsApp Business API for efficient feedback submissions.

 

  • Growth in NPS collection: Following the WhatsApp Flows integration, NPS submissions surged from 20% to 47%, driven by higher engagement and ease of WhatsApp’s conversational interface.

  • Better responses: The company replaced the traditional 0-10 NPS ratings with a user-friendly format, reducing friction, boosting response rates, and offering more meaningful insights.

  • Automated routing: Negative feedback was automatically directed to the respective internal teams for swift resolution and closing the feedback loop effectively.

Partnering with Haptik to integrate WhatsApp Flows into our NPS journey has helped us capture richer insights faster. The solution has helped us realize our vision of delivering meaningful, intuitive experiences at every touchpoint. With WhatsApp’s conversational capabilities and Haptik’s powerful automation, we’ve made it easier for our customers to share feedback. This is a significant step forward in our ongoing commitment to building deeper trust and value through each customer interaction.

aishwarya-chaudhari
Aishwarya Chaudhari

Chief Manager, Axis Max Life Insurance

Use Case
NPS Revamp
PLATFORM
WhatsApp

End Result

The custom-built, form-based journeys enabled via WhatsApp ensure customers can effortlessly rate their experience and provide contextual input - all within a familiar, conversational interface. More than just a lift in participation, this signals a shift in how feedback is captured - making it a proactive, intuitive part of the customer journey. The private life insurer’s transformation showcases how digital journeys, when designed with intelligence and empathy, can make experience measurement both efficient and strategic.