MDS CAPS Qorus-NTT DATA Innovation in Insurance Awards 2025

MDS CAPS is a comprehensive initiative aimed at modernizing business management by integrating advanced technologies and data analysis. With NBO (Next Best Offer), the company leveraged predictive models to enhance offer personalization, optimize customer interactions and increase process efficiency. The creation of a specialized Market Intelligence and Data Analysis team strengthened the ability to monitor trends and adapt strategies in real time. In addition to improving retention through Churn control, MDS also focused on the continuous improvement of its services with iterative feedback and adjustment cycles. The CAPS (Customer Analytics and Predictive Solutions) concept guided the project, encompassing predictive analysis, process automation, and a customer-centric approach, positioning MDS as a leader in the digital transformation of the insurance sector.

The impact of the project was profound, redefining processes and improving operational efficiency. The application of NBO (Next Best Offer) increased the accuracy of recommendations, resulting in more sales and higher customer satisfaction. The creation of the Market Intelligence area not only promoted a culture of data-driven decisions but also increased the ability to predict market trends and adapt strategies quickly. The company managed to improve customer retention, reducing the Churn rate with targeted relationship and support strategies. Furthermore, the implemented analytical approach enabled resource optimization, reducing operational costs and enhancing target audience segmentation. Recognition by FERMA validates this transformation, consolidating MDS's position as a pioneer in technological solutions in the sector.

This project presents a high degree of technological innovation, integrating machine learning models, predictive analysis, and automation to transform its operations. The implementation of NBO (Next Best Offer) stood out by personalizing offers based on real-time data, bringing gains in agility and accuracy. The Market Intelligence and Data Analysis team enabled greater adaptability to changes, using big data to continuously adjust strategies and improve the customer experience. The technology applied to Churn control allowed for anticipating behaviours and acting proactively to retain customers, going beyond conventional practices. The use of the CAPS (Customer Analytics and Predictive Solutions) concept allowed MDS to integrate multiple technological solutions, leading innovation in the insurance sector and promoting a true digital transformation. Despite launching this project in 2022, we have been continuously refining the model to improve it's accuracy and efficiency.