Cluster Manager_EM_Mangaldoi Full Time

Business

Aditya Birla Capital

Unit

Aditya Birla Health Insurance

Location

Dehradun

Poornata Position Number of the job

Reports to: Poornata Position Number

Poornata Position Title of the job

Cluster Manager – TPD

Reports to: Poornata Position Title

Business Manager – TPD Sales

Function

Sales & Marketing

Reports to: Function

Sales & Marketing

Department

Sales – TPD Sales

Reports to: Department

Sales – TPD Sales

Designation of the Employee

Deputy Manager

Designation of the Manager

AVP

Date of writing/updation of JD

August 2017

• Job Purpose: Write the purpose for which the job exists (in 2-3 lines)

Managing TPD sales activities in the designated market through various channels like Brokers, Corporate Agents, and Banks to ensure that the business plan is met or exceeded. This will include regular engagement with the partners to deepen the relationship, driving the sales through team members to ensure that they meet their targets.

• Dimensions: Mention quantitative or qualitative parameters that are relevant for the job and provide a better understanding of the scope and scale of the job.

Team Size

Particulars

FY 18

FY 19

FY20

Direct

10

10

10

Topline (GWP)

Fresh GWP

Unit

FY18

FY19

FY20

Total

Rs Mn

17

36

50

FLS Productivity

(Lakhs per month)

FY 18

FY 19

FY 20

2.0

2.25

2.5

Business Ratios

(shared)

Retail

FY18

FY19

FY20

Claims Ratio

%

41%

51%

52%

Expense Ratio

%

324%

141%

86%

Combined Ratio

%

365%

192%

138%

• Job Context & Major Challenges: Write the specific aspects of the job that provide a challenge (internal and external) to the jobholder in the context of the Business/Unit/Function/Department/Section

About The Health Insurance Industry –

While the current market sees more than 15 non-life players in the private space and 5 exclusive private players in the health insurance space trying to capture a sizable market share, the nationalised service provider (6) remains a strong competitor. In addition to this the business dynamics are such that the overall market on an annual basis which is to the tune of roughly 10,000 Crs sees close to 85 % of the business renewing with the existing service provider itself. This narrows down the opportunity of the fresh business actually being seriously fought in the market to approximately 1500 odd Crs. With the SME and the start-ups being the driving force of Indian economy, the opportunity to cater to these segments is immense and is increasing manifold year on year. The challenge here therefore remains as to how we capture a larger share of the opportunity by developing specific solutions to cater each segment of the business. Also by creating an inexpensive and standardized solution to increase the reach into the pockets of channel partners across the country to harness on their captive business and explore new opportunities with them.

Market Opportunities – With the advent of medical advancements, lifestyle changes, change in Indian socio-economic scenario and Indian healthcare space, and the insurers are facing challenges to cater to the needs of this diverse clientele. Increasingly Indian customers have started considering health insurance partners as ententions of health advisers. In this scenario it becomes extremely important to understand their psyche and then provide tailored solutions with wellness benefits which would help them meet their end objectives and bring in profitable revenue source for the company.

About The Aditya Birla Health Insurance –

Aditya Birla Health Insurance Co. Limited (ABHICL) was incorporated in 2015 as a 51:49 joint venture between Aditya Birla Capital Limited (ABCL) and MMI Strategic Investments (Pty) Ltd. ABHICL commenced its operations in October 2016.

ABHICL has entered the competitive health insurance market with an aim to expand the category to wider customer segments, beyond the ones that health insurance companies traditionally have marketed to. As the 6 th entrant in a category with well-established players, ABHICL is creating differentiation and equity for itself though the unique business proposition of “Health Insurance for All”, a one of a kind proposition in India at the moment. This is a philosophy that is being built through every single consumer touch point and into every single backend process of the company to ensure a customer’s experience of our proposition is continuous and seamless.

ABHI’s unique offering to market includes proposition includes –

• A Comprehensive Incentivized Wellness Program that will attract the young and health conscious and will motivate, guide and reward them to stay healthy
• A Chronic Care Management Program to cater to the unmet needs of a growing Indian population of those suffering from chronic lifestyle conditions like Diabetes, Asthma, High Cholesterol and Hypertension from Day 1
• ABHICL serves as an enabler and influencer of health and healthcare choices that customers make, in addition to being a payer of healthcare expenses. Thus, ABHICL would act like a much needed catalyst to grow the prevalent health insurance landscape in India through product innovations and a wider choice of consumer relevant products.
• ABHICL’s vision has always been digital. The company has been successful in adopting paper-less approach right from identifying to on-boarding to delivering seamless experience of its customers & employees.

Key Challenges for the role –

• Gaining greater mindshare of partners in a multi-partner architecture. In the new open architecture, a partner gives access to limited channels or geography. This consequently leads to sharing of the same revenue pie and thereby reduced revenue from each partner
• Managing multiple relationships – and thereby managing differing partner expectations across a wide spectrum of customer segments and reach.
• Drive POS activation: With multiple products being available to a POS, and because of low ticket size it is important to ensure interest of POS among the wide spectrum of products available and achieve month on month activation.
• Key Result Areas: Write the key results expected from the job and the supporting actions for each of these key result areas (For a majority of jobs typically there could be 4- 7 key result areas)

Key Result Areas

Supporting Actions

Driving sales via Various partners for TPD sales

• Continuous interaction with brokers and other intermediaries
• Obtaining quote request from market & Delivering them on time to the client/partners
• Periodic tracking of business volumes and growth. Seek and ensure support from various stake holders to ensure achievement of business targets.

Partner engagement and Acquisitions

• Understand market dynamics and offering of other manufacturers to the channel partners
• Take regular feedback from channel partners to help innovate products and provide solutions at an organizational level
• Pursue client specific requirement along with channel partners to support conversion

Maintaining Pipeline

• Managing a pipeline to achieve desired numbers ant to continuously updating the same

P & L

• Managing Overall P&L of the portfolio and deliver planned business output in desired product mix and quality
• Working with product team to focus on conversions and retention of profitable clients
• Weekly tracking of business growth. Seeking support from various stake holders towards closure of business

Enable sales force to ensure productivity and retention

• Ensure communication of progression plans and incentives, thereby align expectations of team and incentivize team to perform at optimal levels. Objectives.

Renewal persistency

• Decoding client’s requirement, pain points and opportunity areas
• Providing need based solutions to clients to increase stickiness.
• This would involve building & strengthening relationships across various stakeholders within the company, in the concerned partner to ensure that the offering we propose, meets their expectations.

Identify and develop a team of sales professionals for the Channel

• Recruit the best talent from the available clutter
• Coach and Develop team members
• Build People capability
• Job Purpose of Direct Reports: Describe the job purpose of the direct report/s to the job (in 2-3 lines for each report)

Sales Manager: To engage with the partners at branch level to ensure their support, activation and achievement of Sales target in the given territory and with the given partner/s. It will also involve liaisoning both internally and externally to achieve the desired results.

SIGN-OFF: Provide the name of the Manager and the jobholder. Signature needed for the hard copy of the JD. Hard copy to be maintained in the organizational record.

Job Holder

Reports to – Manager

Name

Signature (needed for the hard copy)