دانلود رایگان مقاله انگلیسی مدیریت ارتباط با مشتری در صنعت بیمه - نشریه الزویر

Abstract

This paper addresses the implementation of Customer Relationship Management (CRM) in insurance companies. Thus, we reviewed several specialized papers addressing regional and international solutions for customer relationship management. We focus on strategies used in sales management with reference to the standards of customer service and the models used in customer relationship management. The aim of the authors is to present the benefits resulting from the application of new technologies, thus estimating the pace of change, the new opportunities and the need for flexibility in the relationship with customers. Along with the technological component the human component is also present in order to ensure the successful implementation of CRM.

6. Conclusions

CRM is a powerful tool, but it remains just a technology that cannot yield results by itself and it needs someone to know how to use it. Managers often used the CRM system to gather information about their customers and to be able to adapt their offer to the needs and desire of each client. Unfortunately adjusting the offer for a market segment which is too narrow can be extremely expensive and if the organization fails to effectively process the information it can be overwhelmed by too much information. No matter how well implemented, the customer relationship management system cannot replace a solid strategy, focusing on the client. In fact, such a strategy must already exist when implementing CRM. To develop such a client oriented strategy the company must first of all understand who the target customer is and for this he should answer some questions:

o What are your most profitable customers? What makes them profitable?

o Why do they buy from you and not from your competitors?

o What percentage from the total population in represented by these clients? Can you find more clients with the same profile?

o How can you determine these customers to buy more from you?

o How will you manage the less profitable clients in order to reduce the costs they imply?

The answers to the above questions are shaping what is called customer segmentation analysis. Until you understand who your profitable customers are you will not be able to use the customer relationship management system at its full capacity. The CRM system can help in many ways such as analysis of data related to costs and revenues of the clients, consumer behaviour related to products and services, identifying profitable customers and those with potential, but it cannot replace human labour which can develop a unique strategy for acquiring and building relationships with customers and retaining them on the long term.