Generating customer loyalty and creating a positive customer experience – and therefore boosting customer satisfaction – also poses challenges for the insurance industry. In order to be able to react quickly and comprehensively to customer requests or to provide the customer with the right advice, office and field staff, agents and internal units (e.g., marketing) must be able to access a central data repository. This is where a CRM system comes into play.
A CRM system links the flow of information between departments and makes all information collected on the customer and household – such as quotes, contracts, services, contact history or acquisition data – available independent of time and location. This not only facilitates comprehensive consultancy services, but also helps to identify and retain customers. A CRM solution can be used to automate workflows, increase sales optimisation potential such as up- and cross-selling and next-best-action marketing, create personalised campaigns and generate ad-hoc reports.
In order to meet the requirements of a CRM, the integration of the CRM system in the enterprise application landscape must be guaranteed. In addition, the availability or adaptation of interfaces (BiPRO, GDV, FRIDA and third-party systems) must also be ensured.
