Every complaint tracked, routed, and resolved — across three insurance lines
Nanostuffs built an omnichannel case management platform on Salesforce Service Cloud for NGI (National General Insurance) in Dubai — integrating Genesys IVR, real-time WhatsApp, and automated escalation to replace a manual email-and-phone complaint process handling General, Motor, and Medical insurance.
Complaints arrived in a shared inbox. Follow-ups lived in someone's memory. A single phone number served every customer, every line of business, every issue — and nobody could tell which ones were being missed.
At a glance
Client
NGI — National General Insurance Co. (PJSC), one of the UAE's established multi-line insurers covering General, Motor, and Medical insurance
Challenge
Complaint management ran on shared email inboxes and a single phone number — no routing, no tracking, no escalation, no audit trail
Solution
Salesforce Service Cloud with Genesys IVR integration, WhatsApp messaging, Web-to-Case, Email-to-Case, automated policy fetch, and time-based escalation
Result
Every complaint is now captured, routed to the right team, acknowledged automatically, and escalated if unresolved — across all three insurance lines
A growing insurer running complaint management on email threads and memory
NGI — National General Insurance Co. (PJSC) — is a multi-line insurer headquartered in Dubai, serving customers across General, Motor, and Medical insurance. Their customer service operation handles complaints, reimbursement requests, policy inquiries, and claims follow-ups from individuals, brokers, and corporate clients across the UAE.
Before Salesforce, the entire complaint management process ran through shared email inboxes and a single phone number. Customer service representatives manually read every inbound email, decided which team should handle it, and forwarded it along. Phone calls arrived on one line with no routing — callers waited, explained their issue, and hoped they reached someone who could help. There was no structured way to track whether a complaint had been acknowledged, who owned it, or how long it had been open.
The cost of this was concrete: complaints about motor claims sat in the same inbox as medical reimbursement requests. Follow-ups depended on individual support representatives remembering to check. Escalation to senior management only happened when a customer complained loudly enough. There was no visibility into resolution times, no SLA enforcement, and no way to tell leadership how many open complaints existed at any given moment — let alone whether they were being handled.
Engagement Snapshot
- Industry
- Insurance (Multi-line)
- Geography
- UAE (Dubai HQ)
- Insurance lines
- General · Motor · Medical
- Core platform
- Salesforce Service Cloud
- Integrations
- Genesys IVR · WhatsApp · Email-to-Case · Web-to-Case
- Support representatives
- Medical CSR, Motor CSR
Why Service Cloud was the right core for omnichannel complaint management
NGI's problem was not a lack of tools — it was a lack of structure. Complaints came in from four channels (phone, email, web forms, and eventually WhatsApp), each handled differently, with no shared view of the customer. Service Cloud provides that shared view natively: a single case object that holds the full history of a complaint regardless of how it arrived, with routing, escalation, and SLA tracking built into the platform rather than bolted on.
The build-vs-configure decision was straightforward in some areas and required custom engineering in others. Case creation, email routing, and acknowledgement workflows used standard Service Cloud configuration — Web-to-Case, Email-to-Case, email alerts, and Flows. But the Genesys IVR integration, real-time policy fetch on call connect, WhatsApp messaging, and the custom Cases Filter Tab with CSV export all required custom Apex, Lightning Web Components, and integration work.
What Salesforce Service Cloud handles natively
- Case creation and lifecycle management with configurable statuses, priorities, and assignment rules across all three insurance lines
- Email-to-Case and Web-to-Case for automatic case creation from inbound emails and customer-facing web forms — no support representative intervention required
- Email alerts and templates with organization-wide email addresses for automatic acknowledgement on case creation
Where custom engineering was needed
Service Cloud doesn't natively integrate with Genesys IVR, fetch policy records on the fly during a live call, or route WhatsApp messages into the case timeline. It also doesn't provide a filterable, exportable case operations view with the specific column layout and CSV download that NGI's claims team needed for daily triage. These gaps — IVR integration, real-time policy lookup, WhatsApp channel, and the custom Cases Filter Tab — are where the engineering work lived.
What we built
01 · Layer
Omnichannel intake
Cases are created automatically from inbound phone calls (via Genesys IVR), emails (Email-to-Case), web forms (Web-to-Case), and WhatsApp messages. Automatic acknowledgement emails are sent within seconds of creation.
Genesys IVR · Email-to-Case · WhatsApp02 · Layer
Intelligent routing & policy fetch
The Genesys IVR routes callers to the correct team based on their menu selection. On call connect, the system auto-fetches the customer's existing policy details, so the support representative has full context before the conversation begins.
Apex Triggers · Flows03 · Layer
Escalation & operations
Time-based escalation rules automatically escalate complaints to senior authority if unresolved beyond the SLA window. A custom Cases Filter Tab gives the claims team a filterable, exportable operations view for daily triage.
LWC · Reports & DashboardsMaking the support representative ready before the customer finishes saying hello
The central engineering challenge was not case creation — Service Cloud handles that well. The hard problem was giving a support representative full context the moment a call connects. When a customer phones in about a motor claim, they don't want to re-explain their policy number, their history, or which reimbursement request they're following up on. The support representative needs to see it before the caller speaks.
The obvious approach was a two-step process: create the case on call connect, then have the support representative manually search for the policy. But with call volumes across three insurance lines, that search time — even 30 seconds — adds up to hours of wasted support representative time per day and a worse customer experience on every call.
Genesys IVR passes caller metadata (phone number, IVR menu selection) to Salesforce via the integration. An Apex trigger on case creation matches the inbound phone number against existing Contact and Policy records. If a match is found, the case is auto-populated with the customer's policy details, line of business, and prior case history. The Service Console opens the case with full context — the support representative sees who is calling, what they're insured for, and what their last interaction was, all before the conversation starts.
The fix wasn't faster search — it was eliminating the search entirely. The IVR captures the caller's identity, the integration layer matches it to an existing policy in Salesforce, and the case record opens pre-populated with the policy details before the support representative picks up.
That single Apex-trigger match — inbound phone number to Contact and Policy record — is what turns a cold call into a call the support representative was already prepared for, without adding a single second to how the customer experiences the call.
Before
- All calls arrived on one phone number — no routing by insurance type
- Support representatives manually searched for customer records after every call
- No case created until the support representative decided to log it — complaints fell through
- Follow-up emails sent manually from personal inboxes with no tracking
- Escalation happened only when customers complained again, louder
After
- IVR routes calls to the correct team (General, Motor, or Medical) before the support representative picks up
- Policy details auto-fetched — support representative sees full customer context on screen at call connect
- Cases created automatically from every channel, with acknowledgement email sent in seconds
- All communication logged on the case — email, WhatsApp, call notes — with document attachments
- Time-based escalation rules enforce SLAs automatically, with alerts to senior management
How we delivered it
Phased delivery — core case management first, then channels, then operations tooling — so NGI's team could start using the system before the full scope was live.
Discovery & mapping
Mapped the existing complaint workflow across all three insurance lines, identified the four inbound channels, the manual routing logic support representatives were using, and the escalation rules that existed only in people's heads. Defined case record types for General, Motor, and Medical insurance.
Core Service Cloud
Configured case objects, assignment rules, Web-to-Case, and Email-to-Case. Built email templates and alerts using organization-wide addresses. Delivered the Service Console with custom record pages for each insurance line.
Integrations & channels
Integrated Genesys IVR for call routing and auto-case creation with policy fetch. Enabled real-time WhatsApp messaging from within the Service Console. Configured escalation flows and Apex triggers for SLA enforcement.
Operations & reporting
Built the custom Cases Filter Tab with column filtering, status/priority dropdowns, and CSV export. Configured Reports and Dashboards for case volume, resolution time, and support representative performance.
What changed for NGI (National General Insurance)
Real numbers only — pending metrics await client-approved data.
channels unified into a single case record (Phone · Email · Web · WhatsApp)
reduction in average complaint resolution time
complaints acknowledged automatically (vs manual before)
complaints lost to untracked emails — every inbound request now creates a case with audit trail
Support representatives recovered an estimated 5 hours per day previously spent searching for policies, forwarding emails, and manually logging calls — time now spent resolving complaints instead of managing them.
“Our support representatives used to spend the first two minutes of every call asking for policy numbers and searching records. Now the screen is ready before they pick up the phone. That sounds small, but across hundreds of calls a day, it changed everything.”
Dr. Sheena Susan Thomas
Deputy Manager-Medical Claims · National General Insurance
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