Banking & Finance

How IndiaFirst Life used CX insights to make outer loop improvements

IndiaFirst Life is a life insurance provider based in India. The company’s key differentiator is its simple, easy-to-understand products that are fairly priced and efficiently serviced. With the help of Numr, the company wanted to establish a comprehensive, centralized CX program. IndiaFirst Life also wanted to use CX insights for outer loop prioritization and structural improvements.


Mainly, IndiaFirst Life wanted to-

1. Use CX data to identify key issues and opportunities

2. Understand root cause of their NPS® score

3. Prioritize action and construct solutions for CX issues

The Numr Solution


  • Setting up the surveys
  • Mapping all customer journeys
  • Drivers analysis, and
  • Comment analysis

Website emerged as an area of concern for IndiaFirst Life.

Website is an important driver. It has a fairly high impact on NPS® but the satisfaction is quite low.

When we analyzed the data, we discovered that ‘Website’ was an underlying concern and had scope for improvements.

For HNI customers, website again emerged as a high impact, low satisfaction driver.

Similarly, when we compared digital modes of buying a policy with physical modes, the data again pointed at improving the website. This is important because website and self-service options are what customers use when they first look up policies.

Numr relayed this data to IndiaFirst Life and they immediately started working on it.


Using specific and actionable insights, IndiaFirst Life

1. Reduced complaints to website support by improving the ‘policy documentation’ process.

2. Improved customer satisfaction by making it easier to pay premiums

3. Created an environment of customer-centricity in the company

In conclusion, IndiaFirst Life has seen a significant reduction in the number of complaints by leveraging customer insights.

Employees and agents can’t make outer loop changes themselves. Therefore, when a company like IndiaFirst Life creates outer loop improvements, it makes employees and agents feel supported. This inspires confidence in a company’s commitment to support employees and prioritize customers.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Talk to a specialist

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Create “wow!”    experience for your customers

With AI, Numr CXM gauges your customers' emotions and actions, providing you with actionable insights to elevate sales and customer retention