Can you increase sales by making agents look like they actually belong at the bank?
Approach
A 12-week sprint to uncover the challenges faced by the SLIC salesforce in partnering with TNGB staff, understand the TNGB ecosystem and customer behaviours, and design interventions that enable more effective sales through TNGB.
- We conducted on-ground research with TNGB customers, SLIC front-line managers (FLMs), sales officers, and TNGB staff across four regions in Tamil Nadu: Kanchipuram, Villupuram, Virudhunagar, and Namakkal.
- The extreme users for the research included FLMs who had recently joined and sold 1–4 policies, those who hadn’t sold any yet, the top-performing FLM, and a BDM managing one of the earliest activated TNGB regions.
- The conversations helped us map friction points and challenges across key touchpoints in the life insurance sales journey via TNGB.
Key Strategic Lever
We realised that the core issue wasn’t a lack of awareness about life insurance, but it was about how the SLIC FLMs were seen. Inside TNGB branches, SLIC FLMs had no clear place or presence. They didn’t have a dedicated chair, a desk, or a fixed space. They often sat on customer chairs or in a corner, which made them look like outsiders. This lack of visible integration sent a strong signal to both customers and TNGB staff: they don’t belong here.
This subtle social invisibility created hesitation and doubt. Customers weren’t sure if the SLIC FLM was truly part of TNGB or if the partnership was official. Often, they simply ignored the FLM altogether.
Instead of just explaining the SLIC–TNGB partnership, we focused on making it visibly real. When people can see signs of trust and belonging in the environment, they’re far more likely to believe it and act on it.
Output
The idea of FLM Hours is currently being piloted in selected TNGB branches across Tamil Nadu. The designated days and SLIC FLM hours are clearly communicated to both TNGB staff and customers through posters, signage, and informal word-of-mouth.
The pilot is also helping test operational feasibility, such as how branch staff and FLMs coordinate, what kind of support or space is required, and how footfall and engagement vary across regions. Early feedback indicates that having a fixed time and visible presence is making it easier for customers to ask questions and for FLMs to build trust without feeling like outsiders.
A few simple ideas that were borne out of our Behaviour Design Codex
FLM Hours - Designated Agent Hours
Specific days (e.g., Tuesdays and Fridays) are reserved as "SLIC Agent Hours" at TNGB bank branches. During these hours, SLIC agents are available at the bank to assist customers with their insurance needs, answer queries, and guide them through policy details.
Dedicated Kiosk Near TNGB Bank: A kiosk or help desk is set up near the TNGB bank premises for easy access.
Drop-In Support: Customers do not need prior appointments to visit during FLM Hours; they can drop in whenever they have questions or need assistance.
