Insurance Company GPI Holding

After the pandemic, ensuring the proper functioning of the call center became a significant challenge for GPI Holding. To address this issue, fundamental changes were necessary to improve work processes, reduce staff turnover, and, most importantly, increase customer satisfaction.

• "GPI Holding" has more than 200,000 policyholders. After a year of research, the company analyzed all the concerns, problems, and comments from policyholders and decided to adopt a different approach.
• In 2023, instead of a standard call center, it created a "service support team" with elements of care and empathy.
• A specialized training module was developed. The call center was divided into two parts: medical and non-medical areas, and the number of employees was tripled.

Today, when a customer calls the support team hotline, the manager who answers takes full responsibility for the case and supports the insured from the incident through to reimbursement or receiving full service. From the very first call, the manager is actively involved in resolving issues and, if necessary, will even go on-site to assist the insured. For example, if it concerns an emergency medical service, the support manager may personally visit the clinic and handle all insurance-related issues with the clinic administration. In the event of a major traffic accident, an auto expert is dispatched to the scene. Thus, the service process—from the initial communication with the insurance company to the payment stage—has been completely transformed.

Thanks to the new system, the call response rate has improved significantly. Since the launch of the support group, the number of insured individuals using remote services has increased.

In 2023, 950,000 GEL was spent on implementing the call center transformation project, with an additional 200,000 GEL allocated to marketing activities.

The company understands that an honest and ethical attitude toward customers and stakeholders is the key to business success. Annually, the company publishes both financial and non-financial statements on its website and conducts research to improve its products.

Starting in 2024, users will benefit from a completely new application, making it even easier to use insurance services. Additionally, a new loyalty platform is being developed this year, which will provide policyholders with various benefits.