Team Member - Social Media

Basic Details: Fill the required information about business, unit, location, position, reports to position and date of Updation of JD
Business
Health Insurance
Unit
Aditya Birla Health Insurance Company Ltd
Location
Thane , Mumbai
Poornata Position Number of the job
NA
Reports to: Poornata Position Number
NA
Poornata Position Title of the job
Team Member – Social Media
Reports to: Poornata Position Title
Team Leaders – Chat & Social Media - Contact Center
Function
Services Operations
Reports to: Function
Contact Center
Department
Contact Center
Reports to: Department
Contact Center
Designation of the Employee
Team Member – Social Media
Designation of the Manager
Team Leader - Chat & Social Media - Contact Center
Date of writing/Updation of JD
01-05-2026

• Job Purpose: Write the purpose for which the job exists (in 2-3 lines)

The primary role of the Social Media Team Member is to manage customer interactions across social media platforms, respond to queries, provide product information, and ensure high-quality digital customer engagement while

maintaining brand tone and service standards.

• Dimensions: Mention quantitative or qualitative parameters that are relevant for the job and provide a better understanding of the scope and scale of the job.

Important Parameters For The Job

• Strong written and verbal communication skills


• Customer handling and response management on digital platforms


• Familiarity with social media tools and CRM systems


• Ability to multitask, prioritize, and manage time effectively


• Customer-centric approach with adaptability to diverse audiences


• Job Context & Major Challenges: Write the specific aspects of the job that provide a challenge (internal and external) to the jobholder in the context of the Business/Unit/Function/Department/Section

About The Health Insurance Industry –
While the current market sees more than 15 non-life players in the private space and 5 exclusive private players in the health insurance space trying to capture a sizable market share, the nationalized service provider (6) remains a strong competitor. In addition to this the business dynamics are such that the overall market on an annual basis which is to the tune of roughly 10,000 Crs sees close to 85 % of the business renewing with the existing service provider itself. This narrows down the opportunity of the fresh business actually being seriously fought in the market to approximately 1500 odd Crs. With the SME and the start-ups being the driving force of Indian economy, the opportunity to cater to these segments is immense and is increasing manifold year on year. The challenge here therefore remains as to how we capture a larger share of the opportunity by developing specific solutions to cater each segment of the business. Also by creating an inexpensive and standardized solution to increase the reach into the pockets of channel partners across the country to harness on their captive business and explore new opportunities with them.

Market Opportunities – With the advent of medical advancements, lifestyle changes, change in Indian socio-economic scenario and Indian healthcare space, and the insurers are facing challenges to cater to the needs of this diverse clientele. Increasingly Indian customers have started considering health insurance partners as extensions of health advisers. In this scenario it becomes extremely important to understand their psyche and then provide tailored solutions with wellness benefits which would help them meet their end objectives and bring in profitable revenue source for the company

Health insurance in India is a growing segment of India's economy . The Indian healthcare system is one of the largest in the world, with the number of people it concerns: nearly 1.3 billion potential beneficiaries. The COVID-19 outbreak has impacted the life & businesses of all the individuals globally. The pandemic has increased the need for purchasing health insurance among customers to perceive better medical facilities & healthcare treatments amidst the growing spread of coronavirus. Furthermore, there is rapid growth in hospitalization due to the COVID-19 outbreak. Therefore, health insurance claims have increased tremendously. In addition, the spread of this health crisis across the globe is one of the major reasons behind the increase in health insurance premium as the situation has laid an enormous pressure on the insurance companies in the market.

The health insurance industry has changed in terms of offering new products and is growing day by day in terms of generating revenue. Working from home and client interaction on video conferencing has become the new normal for an industry that relies on face-to-face interaction before the COVID-19 pandemic .

Pandemic disrupted the entire world and affected many industries. Request Now! The global health insurance market size was valued at $1.98 trillion in 2020, and is projected to reach $4.15 trillion by 2028, growing at a CAGR of 9.7% from 2021 to 2028.

About The Aditya Birla Health Insurance –
Aditya Birla Health Insurance Co. Limited (ABHICL) was incorporated in 2015 as a 51:49 joint venture between Aditya Birla Capital Limited (ABCL) and MMI Strategic Investments (Pty) Ltd. ABHICL commenced its operations in October 2016.

ABHICL has entered the competitive health insurance market with an aim to expand the category to wider customer segments, beyond the ones that health insurance companies traditionally have marketed to. As the 6 th entrant in a category with well-established players, ABHICL is creating differentiation and equity for itself though the unique business proposition of “Health Insurance for All”, a one of a kind proposition in India at the moment. This is a philosophy that is being built through every single consumer touch point and into every single backend process of the company to ensure a customer’s experience of our proposition is continuous and seamless.

ABHI’s unique offering to market includes proposition includes -

• A Comprehensive Incentivized Wellness Program that will attract the young and health conscious and will motivate, guide and reward them to stay healthy


• A Chronic Care Management Program to cater to the unmet needs of a growing Indian population of those suffering from chronic lifestyle conditions like Diabetes, Asthma, High Cholesterol and Hypertension from Day 1


• ABHICL serves as an enabler and influencer of health and healthcare choices that customers make, in addition to being a payer of healthcare expenses. Thus, ABHICL would act like a much needed catalyst to grow the prevalent health insurance landscape in India through product innovations and a wider choice of consumer relevant products.


• ABHICL’s vision has always been digital. The company has been successful in adopting paper-less approach right from identifying to on-boarding to delivering seamless experience of its customers & employees.

Challenges

• Handling real-time customer queries across multiple platforms (Facebook, Twitter, Instagram, etc.)


• Maintaining quick turnaround time while ensuring quality responses


• Managing customer expectations in a competitive health insurance industry


• Ensuring consistent brand voice and compliance across communications


• Adapting to evolving customer behavior and digital engagement trends


• Managing escalations and sensitive customer concerns in a public forum

Opportunities –

• Health Insurance sector offers tremendous potential due to inadequate penetration as only 3% of the retail population is covered. As awareness levels increase, it would stimulate demand for insurance products. This would provide significant opportunity to create multi-distributions channels and diversifying product mix. Balancing growth and profitability will be key going forward as the industry continues to grow at a higher rate/

Role Holders Knowhow & Expertise

• Excellent writing skills with attention to tone and clarity


• Strong listening and comprehension skills


• Ability to handle customer concerns with empathy and patience


• Basic understanding of health insurance products (preferred)


• Problem-solving mind-set and ability to manage escalations

Key Challenges for the role –

• Handling high volumes of queries within defined timelines


• Managing dissatisfied or escalated customers in public domains


• Ensuring accuracy while providing quick responses


• Balancing multiple tasks and platforms simultaneously


• Maintaining consistency in communication across channels


• The ability to truly listen to customers is crucial to providing great service for a number of reasons. Not only is it important to pay attention to individual customers’ experiences, but it’s also important to be mindful and attentive to the feedback that you receive at large.


• Key Result Areas: Write the key results expected from the job and the supporting actions for each of these key result areas (For a majority of jobs typically there could be 4- 7 key result areas).

Key Result Areas
Supporting Actions

Customer Engagement
Respond promptly to customer queries and comments on social media

Communication Quality
Provide accurate and clear information about products and services

Data Management
Record and update customer interactions in CRM systems

Issue Resolution
Handle complaints and escalate critical cases with proper tracking

Brand Representation
Maintain positive brand image through professional communication

Multitasking
Manage multiple conversations simultaneously across platforms

• Job Purpose of Direct Reports: Describe the job purpose of the direct report/s to the job (in 2-3 lines for each report)

Nil

• Relationships: Describe the nature and purpose of most important contacts or relationship (except superior/team members) with individuals, departments, organizations inside and outside of the organization, that job is required to interact with in order to deliver the job objectives

Relationship Type
Frequency
Nature
Internal
Nil

Nil

Nil

External
Nil

Nil

Nil

• Organizational Relationships: Provide the structure for a level above and below the position for which this job description is written. Use position titles in the structured and indicate all the reports of the position.

CSE à Team Leader à DCM à VP à CFO à CEO

SIGN-OFF: Provide the name of the Manager and the jobholder. Signature needed for the hard copy of the JD. Hard copy to be maintained in the organizational record.
Job Holder
Reports to – Manager
Name

Melvin Dsouza

Signature (needed for the hard copy)