Anil Ambani owned Reliance Life Insurance on Wednesday announced the launch of `Face-to-Face’ distribution initiative to service its orphan customers and provide post-sales service to policyholders.

In a statement issued in New Delhi, the company said `face-to-face’ is a unique service-based sales platform introduced by Reliance Life Insurance in India, which aims at servicing customers whose agents have become inactive.

According to Malay Ghosh, president and executive director, Reliance Life Insurance, the main goal of this distribution format is to target existing customers who are currently not connected to any advisor and distributor. "We hope this sales-cum-service initiative will not only help retain our existing customers but also help us enhance relationship value through cross-sell and up-sell to them," he said.

The new distribution channel will operate with life planning officers (LPOs) who will primarily be woman employees, with housewives being one of the key target segments for recruitment. They would be trained to service orphan policies, develop a relationship and then cross-sell to existing customers and build their network through references. The company has hired around 200 woman employee advisors in seven cities during the pilot phase, and plans to scale up across the country in the next few months.

The new sales format would focus on Tier I and Tier II cities and leverage the talent pool amongst on housewives in these locations to connect with the customers and support the company’s existing distribution channels.

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