End-to-End Customer Service Automation in Insurance

We transformed Vanilla SuiteCRM into a custom platform managing the omnichannel customer service and claims/compensation operations end-to-end for a leading insurance group in Turkey.

Customer Profile

One of Turkey’s leading insurance groups serving millions of policyholders across health, life, and elementary branches. Through an uninterrupted technology partnership since 2019, we have been continuously co-developing the CRM infrastructure that forms the backbone of their customer service operations.

The Challenge

The institution runs a customer service operation at a scale and complexity that a standard (vanilla) CRM cannot meet out-of-the-box:

1. Requests come from multiple channels such as email, SMS, agency/broker portal, and complaint hotlines.
2. Each request must be matched with policy/claim information and routed to the right department and right person in accordance with corporate hierarchy.
3. SLAs need to be tracked, and automated notifications must be escalated to managers when there is a risk of SLA breach.
4. Audit and compliance requirements demand much more detailed record-keeping than a standard CRM offers.
5. A 24/7 operating system requires an uninterrupted, self-healing infrastructure.

Vanilla SuiteCRM meets none of these requirements out-of-the-box.

The Solution

Without altering the SuiteCRM core (maintaining upgrade compatibility), we built a custom platform for the institution with over 2,300 files and 60+ customized/new modules in the custom/ layer.

• Omnichannel request intake: Requests from emails (multiple corporate inboxes), SMS, agency/broker portal (agent_Acenteler), and a separate complaint/ticket hotline are automatically logged into the system; automatically matching the customer by policy number, national ID, phone, or email.
• Smart routing and assignment: A custom-developed routing algorithm and corporate user hierarchy module automatically assign requests to the right department and available user, taking leave/holidays into account.
• SLA tracking and gradual escalation: The duration of each request is automatically calculated based on business hours; when there is a risk of exceeding the time limit, automated notifications are sent gradually to managers (following the hierarchy), and automated reminder emails go to the customer (48-hour rule).
• Live integration with core insurance systems: Policy, claim, and coverage information is queried in real-time from core insurance systems via SOAP services; the representative sees the policy and claim history on the CRM screen the moment they open the request.
• Audit and compliance: Automated audit trigger generation for all critical tables, regular audit synchronization/correction jobs, and a corporate security rules engine ensure data integrity and traceability.
• Corporate reporting: Standard SuiteCRM reporting modules (AOR) were extended; additionally, a separate statistics/BI module was developed specifically for executive management.
• Self-healing operation: Nearly 100 automation scripts; the system largely manages itself through operations like an automated monitoring chain that constantly tracks application/error logs and disk/storage status to automatically open tickets upon issues, nightly backups, cache/log maintenance, slow query tracking, and automatic cleanup of frozen processes.

Results and Gains

• Vanilla SuiteCRM was transformed into an entirely custom, omnichannel customer service platform without touching its core (remaining upgradeable).
• The entire process from request intake to assignment, SLA tracking, and escalation was automated; the need for manual routing and tracking was largely eliminated.
• The system operates 24/7 without interruption with a monitoring infrastructure that detects its own issues and automatically opens tickets for the relevant team without waiting for human intervention.
• Through a continuous technology partnership since 2019, it is a living platform that forms the backbone of the institution’s daily operations, constantly growing with over 2,300 files in the custom/ layer, 60+ customized modules, and nearly 100 automation scripts.