PT. Asuransi Jiwa Adisarana Wanaartha Life
PT Asuransi Jiwa Adisarana Wanaartha Established in 1974 under the name of PT Asuransi Jiwa Mahkota Abadi changed it to PT Asuransi Jiwa Mahkota Said, and became a forest of Wanaartha Life in 1998. The company is active in insurance and services focused to life insurance. Under intense competition, business transformation of the life insurance company. A fundamental change is made?Silently but surely, PT Asuransi Jiwa Adisarana Wanaartha or better known as Wanaartha life (WAL) is a business transformation. Each year, premium growth is still over 100%. Similarly, the value of corporate assets (property), more than 100%.
Thus the performance of the year 2010. 195% increase last year premium income to Rp 1.7 trillion compared to last year. Then assets grew by 130%, Rp reached 1.4 trillion. Feat this persists. Premium income in the first quarter / 2011 grew by 122% compared to the previous period of Rp 332 million to Rp 704 million. "Thank God we have made that transformation begins to be felt," said Eddy S.A. Berutu, CEO WAL.
WAL transformation that began four years ago when the shareholders decided the management of business professionals over. Select family owners, an agent (representative) does not deal directly with the company's activities. Therefore, he sought CEO and team management. Their mission: the management and the company to develop a large target. "In the next five years should be ten in the top," said Eddy. A quantum leap!
Eddy was ordained as CEO. This guy is a pro, the insurance business has been crossing. Previously he was a member of the board of Prudential Indonesia. Competence, experience and leadership evaluated WAL owner brings the company a better performance.
When looking for ways, in an attempt to transform seriously WAL. They say, for example, in terms of human resources, so the reverberation not sound transformation, strengthening of human resources in the field. The starting point of the CEO, then CEO of professional professional looking to strengthen the team. "I encourage some friends who want to be a champion and his usually with experience in the insurance world, even in the joint venture," said Eddy. For example Frans Saggitariono, previous experience in the life of the Commonwealth. He entered the marketing director. Another example, Lakshmi Merati, professional Prudential Life, which was invited, Senior Marketing and Corporate Communications Manager to be. And there are still a number of other names
The transformation itself is evident when WAL decided to change their target audience. From the previous play more in the insurance market or corporate group WAL moved to the retail (consumer). Management believes WAL, see the structure of the population of Indonesia, the insurance market retail with enormous potential, especially now that Indonesia's GDP reached US $ 3,000. upper middle class is emerging. "We believe that the backbone of the company's growth is less forward WAL. We have chosen the mid segment," says Eddy.
Obviously, this is a bold and very central works on the effects on the decision organizational changes, and how the system, as well as the necessary infrastructure GCC. One consequence is the need for many customers can approach branch. For the same reason, continue to actively open a branch the past three years WAL. Before the conversion is carried out, there is only one branch and three offices. During today - until the first quarter / 2011 - and has subsidiaries and sales offices in 24 locations.
Task of opening new stores need them to fight extra because this is not just a matter of rental shop and then go to the bar. There is a complex relationship back. Apart from not having money, the people also, business partners, agents and systems manage. This means that the administration must WAL try to find the right model to grow rapidly without having to burden the company's budget. In this case, you select a strategy that will be invited by the search for partners, the branches and investment to set up. Business cooperation, which is passed to the next generation of the pair.
The couple was not an employee of WAL. Investing in houses for IT operations branches to rent. Therefore, in terms of real estate agencies belong, stores with business partners (agents). They make money (wages) by the Commission in accordance with their performance. The WAL on the other side that present for the production of products, infrastructure, management, training and strategies on how customers willing to come.
In connection with the owners of the office of the agency, management WAL convincing is the best place to build a generation of career / business until they change WAL. "We were looking for a way so that they can continue what it has already built. In this way, devote a part of his life was a business to build with us. That's why we were able to grow rapidly. No running alone, but jointly by forward, "Eddy said tricks.
The reason for this is what seems to be the effectiveness of the organization in WAL key. Company assets and premium income of more than 1 trillion rupees has only 173 permanent employees. This is not decided because of the WAL to take more of the same work, the number of agents spread. Currently WAL least 500 2011 agents and 1,000 brokers in 30 branches of the unit have been aligned in the year.
Product development, also promoted in the process of transformation of WAL. The trick: insurance products savings and investment multiple included. It is understandable that consumers probably the money that they want to pay in premiums could also grow. In this case, there are two types of products, the type of connection (link WAL) and a non-link called WAL Invest. This year, WANA Link, the pretty products is still ua, but larger-safe components (death, school, education) was also launched.
Not only the product and the number of offices, technology infrastructure also built. New business models in connection with the preparation WAL more and more people, as opposed to customers or groups of companies previously dominated. Currently, the number of more customers, the style is different and their needs are very heterogeneous, so that the infrastructure and technology needed to serve them in bulk. So WAL install modern technology, which has the ability to manage data or large transactions. Based on web technology, our customers can be served anywhere. Customers can enter on your PC that can connect data on the server WAL the Web.
By doing this transformation, is the biggest challenge, the question of the ability of the service mentality and human resources should also be adjusted to change the target market. Such changes would not be easy, especially disturbances among the employees who have worked a long and new entrants. Therefore, Eddy and his team are always trying to take advantage of this way in an open and wide-ranging discussion as possible. He defined the compensation system, employees Arena inflame the year award on the road, even abroad, more money. The goal: to encourage employees and agents who perform the highest.
Note that this transformation process is not easy, WAL management look for synergies with external partners to help companies accelerate and take a quantum leap. Some business consultant to members of the investment management, asset management, public relations and information technology are invited. For asset managers, for example, WAL work with First State Investments. Consultants are used among others Tower Watson, BNP Paribas and Schroder.
Therefore, the degree of the conversion is carried out?
As with the previous results of the transformation program WAL is unrequited. an annual increase in premiums and assets of more than 100%, as at the beginning of the transformation of the evidence of effectiveness mentioned course. Seen from dominant and to move individuals, but also shows the effectiveness of the transformation program. of corporate customers (groups) dominates: Understandably, the state prior to the reverse. Lakshmi Merati detail, data from the end of December 2010, the total premiums of 1.7 billion for the Group, total premium income is only Rp 45.4 billion alias of only 2.6%.
Lilik Agung, a management consultant who used to meet business transformation, business WAL see very precisely to transform, because the competition is becoming increasingly difficult to secure, especially if the business goes the history of changes of company employees , Basically transform business into three areas play: the transformation of management, structural and cultural. The structural change of more contact with the systems, processes and organizational structures. "Of the three processes, the cultural transformation of the most difficult and time consuming. I think the whole process, the business WAL make the transformation and strengthening of human consciousness (employees) to changes in a large ammunition to blow up in the future performance, "Lili, the member is also of high Salto consultancy said.
After Lili the key to successful business transformation is a leader. to make the leader, who was at the front to change the mentality of the people to change, replace, friends with the concepts of modern management, and hang out with the latest technology. Best Practices are always by their leaders.
"The impact (s) began to feel," said Eddy transformation. "However, this is still the beginning of the transformation," he added. There is optimism Top Ten might be in five years? "Great with the terms of macroeconomic conditions is this turbulence like, I'm sure you can," he is optimistic.
One thing that macroeconomic conditions. all its members, the consistency of the shareholders to conduct business transformation and management of a new unit to mobilize in the exercise of the transformation business: For this transformation and are with the mandate given in accordance bear fruit, see Lilik other conditions. Why?
He sees the current owner a blank check for such Eddy et al gave. for carrying out business transformation and the results are very effective. But he also recalled that in many cases the business world, if the transformation is already showing results, the shareholders a check form back recalled. Finally, the company returned to the old patterns that are not fully equipped with professional staff. "Therefore, the challenge is a matter of consistency is," Lilik said.
Lilik opinion to the Council of the old: The change always has to be balanced with a certain degree of consistency. WAL-transformation is performed depends on the constant practice of what they have described their own.
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