Max Life Insurance: Unlocking Deeper Engagement and Higher ROI with WhatsApp Flows

Overview

Insurance companies navigate a tough landscape marked by intense competition, a need for clear and effective messaging, and an ongoing effort to cultivate and retain customer trust. Max Life Insurance is one of India’s leading insurance providers with comprehensive protection and long-term life insurance solutions. It partnered with Haptik and leverages WhatsApp solutions to enhance lead generation and streamline customer experience for vernacular audiences.

5x
Increase in ROI with Click-To-WhatsApp-Ads
4x
Uplift in lead-to-quote generation
4 in 10
Customers complete journeys in native language

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

Elevating customer engagement for better conversions downstream was among Max Life’s key goals. It deployed a WhatsApp chatbot, named Mili, to aid its efforts, but found the customer experience to be less than optimal. Nor did the standalone conversational solution yield the desired results.

 

  • Max Life wanted to make it intuitive for customers to share their personal details instead of filling insurance applications, which can be cumbersome.

  • The bot-driven conversational journey was rigid. Max Life wanted to configure the journey with rich interaction UI elements that give customers more structure in the way they communicate.

  • Though Max Life’s integration with the WhatsApp Business Platform helped customers get easy access to its services on WhatsApp, the lack of support in languages other than English limited the effectiveness for a broader audience.

Solution

Max Life adopted a two-pronged approach. It used Click-To-WhatsApp-Ads (Ads That Click to WhatsApp) to initiate conversations with prospects. Additionally, it integrated Flows with the WhatsApp chatbot to seamlessly collect user information through interactive form-based journeys.

 

  • Click-To-WhatsApp-Ads enabled Max Life to engage with more prospects on their preferred channel, WhatsApp. In tandem with Flows, the ads delivered 5x ROI.

  • Max Life provided personalized insurance offers to engage on a deeper level with customers and foster lasting relationships. It resulted in a significant increase in NPS rating, captured by Mili.

  • Together with Haptik and by leveraging the “Supported Languages” feature on WhatsApp, Max Life enabled 80% of customer service journeys in India’s seven most popular regional dialects as 4 in 10 customers completed the journeys in their native language.

MLI Part 1
MLI Part 2
MLI Part 3
PLATFORM
WhatsApp
USE-CASES
Lead Generation

We believe WhatsApp is a powerful platform for customer engagement and instant user gratification. By leveraging WhatsApp Business APIs integrated with our core business application platforms, we have just unboxed the beginning of what we’ll be able to do to reach our diverse customers with personalized experiences. Now that we can reach more people in the language they prefer, it sets the right foundation for us to build the best possible customer experiences moving forward.

Mukul Jain MLI
Mukul Jain

CTO, Max Life Insurance

End Result

By leveraging Click-To-WhatsApp Ads and Flows on WhatsApp, Max Life Insurance has significantly expanded its reach by connecting with a broader customer base across multiple touchpoints. Through targeted engagement and personalized communication, the company has optimized conversions and elevated customer satisfaction. In collaboration with Haptik, Max Life has set a new standard for customer engagement through effective implementation of AI solutions on the most popular messaging app, WhatsApp.