Gibraltar BSN Life unveils enhanced chatbot GINA for round-the-clock CX

Gibraltar BSN Life has rolled out its enhanced chatbot, GINA (Gibraltar INtelligent Assistant), to provide round-the-clock customer service through WhatsApp, Facebook Messenger, and website. The chatbot can also converse in English and Bahasa Malaysia, which according to the company is "the first of its kind" in the local life insurance industry.

First introduced in 2019, GINA has been upgraded with a Natural Language Processing engine, and according to the insurer, boasts more than 80% effective accuracy in interactions. Apart from resolving customer queries regarding their policies, GINA can also explain the different types of products that Gibraltar BSN offers and even suggest relevant protection products. The smart chatbot also comes with machine learning capabilities, enabling it to learn and improve from every interaction. It can also handle multiple customer queries at a time and upon request and connect customers to Gibraltar BSN’s customer care representatives during working hours. A+M has reached out to Gibraltar BSN for additional information.

Lee Kok Wah, Gibraltar BSN’s CEO, said that GINA 2.0 marks the life insurer’s first move towards cognitive intelligent customer service. "According to research, 50% of customers now expect businesses to be available 24/7, with 69% of them preferring interacting with chatbots to receive instant responses. GINA fits perfectly in our strategy to enhance our customers’ experience by engaging with them on their preferred platforms and at their own time," he added.

Lee also said the company is able to optimise GINA to offer better customised support and leverage the valuable customer insights in real-time.