The online insurance market in Thailand is experiencing substantial growth. According to Blueweave Consulting, it is projected to reach a value of USD 577.69 million by 2029, growing at a CAGR of 22% between 2023 and 2029. This growth is driven by increasing internet penetration and the rising adoption of digital platforms.
A Salesforce press release claims that Thai online insurer Roojai Insurance has significantly boosted its sales by leveraging Salesforce's Sales Cloud, Marketing Cloud, and Heroku to transform its digital customer experience.
Since its establishment in 2016, Roojai has become a prominent player in Thailand’s insurance sector by offering accessible and reliable online insurance solutions. In 2022, the company expanded into Indonesia, marking the first international venture for a Thai insurance provider. A key factor in Roojai's growth is its strong focus on customer experience, supported by early investments in scalable technology.
Initially, Roojai used a traditional insurance technology platform supplemented by Salesforce Service Cloud for CRM. However, this setup presented challenges, including high capital expenditure and limited flexibility, hindering the company's ability to meet evolving business demands.
To address these limitations, Roojai transitioned all its insurance processes to Salesforce, using it as the core platform for managing customer interactions.
The Roojai website now integrates with Sales Cloud, enabling real-time transactions and online payments. Marketing Cloud facilitates deeper customer relationships by managing various customer journeys, including sales, renewals, and claims.
This allows for automated customer engagement through email, SMS, push notifications, and calls. Customers also benefit from MyAccount, a self-help platform supported by Salesforce Heroku.
All customer interactions are recorded in Salesforce, providing a unified customer view. This has improved customer and employee experiences. For example, prioritising callback requests from web customers has increased the "Call Me Back Now" conversion rate from 32% in October 2022 to 42% in May 2023, a level it has maintained since. This streamlined approach has also boosted sales agent productivity, with sales per agent jumping from 80 in 2022 to 150 in 2024.
"At Roojai, we’re innovating continuously to deliver what our customers want - straightforward, user-friendly and high-quality insurance offerings that are also affordable,” said Gratiano Yeung, chief customer officer at Roojai. “With Salesforce, we get a unified platform that integrates key customer functions like sales, service and marketing, giving us a comprehensive 360-degree view of our customers."
Thitirat Tongtavorn, country leader, Salesforce Thailand, added, “In a highly competitive industry like insurance, providing simple, seamless and personalized offerings is essential for customer acquisition and satisfaction."
