Gulf Insurance Group (GIG) is part of a multinational insurance organisation, bringing international expertise to the Turkish market. With 250 users coordinating across 30 agency channels and managing 30+ business processes, GIG serves diverse customer needs including quotations, policy modifications, endorsements, authorizations, and reinsurance. Managing high volumes of requests from hundreds of agents whilst maintaining service quality and regulatory compliance requires efficient systems for case management, communication, and workflow coordination.

GIG struggled with coordination and communication across their distributed agent network. Managing and completing ongoing business processes was difficult when authorizations and correspondence were scattered across various platforms. The company relied on a global CRM system that, whilst feature-rich, created operational complexity and high licensing costs.

Agent requests arrived through multiple channels—email, phone, portal submissions—making it difficult to track, prioritize, and respond consistently. When agents submitted quotation requests, policy modifications, or authorizations, these often sat in email queues without clear ownership or visibility. There was no systematic way to route requests to the appropriate specialists or ensure timely follow-up.

Communication management was fragmented. Customer calls, emails, and documentation existed in separate systems. When handling a case, staff had to search through multiple platforms to find relevant communications and history, wasting time and increasing the risk of missed information.

The impact on daily operations caused significant delays and financial losses. Agents waited too long for responses, customer satisfaction declined, and operational inefficiency eroded profitability. GIG needed an integrated platform that could streamline case management, improve agent coordination, and reduce operational costs.

‍

GIG replaced their global CRM system with Emakin's case management and process infrastructure, significantly improving operational efficiency and profitability.

Automated Case Routing and Management
Requests from hundreds of agents now automatically flow into relevant case channels—quotations, endorsements, policies, covers, authorizations, official correspondence, and reinsurance. The system routes each request to the responsible specialist based on type, complexity, and workload. All email correspondence and request processes are managed within the case, dramatically reducing manual workload and saving time. Cases are organized by priority and tags, with milestone tracking and SLA monitoring ensuring performance standards are met.

Integrated VoIP Communication
Through VoIP integration, customer calls are managed directly within Emakin. Calls can be routed to appropriate staff, placed on hold, or transferred based on case requirements. All call history is linked to cases, providing complete communication context. This integration eliminates the need to switch between phone systems and case management tools.

Unified Digital Workspace
GIG now has a unified collaboration platform and digital document archive. Coordination with agents is efficient and transparent. Management and reporting are swift and accurate. Everyone has proper access to information and documents, facilitating daily work. Automated notifications and reminders ensure actions are completed on time.

Process Automation
Ten core processes—quotation requests, endorsements, policy requests, cover requests, authorization requests, official correspondence, reinsurance requests, customer communication center, complaint management, and telescope—all follow structured workflows. This automation accelerated business processes, reduced errors, and improved visibility across operations.

The Impact

By transitioning from a global CRM to Emakin's case management infrastructure, GIG achieved significant improvements in operational efficiency and profitability. The integrated platform eliminated the fragmentation that previously hindered operations, bringing all agent communications, customer interactions, and workflows into a single system.

Operational costs decreased substantially, including major savings on software licensing. The streamlined processes enabled staff to handle higher volumes with the same resources. Response times to agents improved dramatically, strengthening relationships and increasing business retention.

Most importantly, efficient business operations led to increased customer satisfaction and financial gains. What was once a source of delays and frustration became a competitive advantage, enabling GIG to serve their market more effectively whilst improving their bottom line.

‍