Insurance: Marketing and Sales
The need to have an "inside out" vision of the client can be achieved using a step-by-step approach. The aim is to ensure the cultural-organisational growth of the company alongside that of the relative support and synthesis systems. Some insurance companies at the forefront have taken this path, with a shift from a "policy vision" to a strategy of "learn to listen and then respond" in relation to the needs expressed by their clients.
For Customer Relationship Management, some essential elements to face include:
- The building of a business oriented information environment that is efficient, is viewed in its historical perspective and is complete. The starting point is to use separate and heterogeneous files, aimed at up-to-date management of policy handling and the pay-out of accidents.
- The integration of appropriately chosen exogenous data sources to such a synthesis system, in order to compare the purchase and market portfolios.
- The organisational skills to form a wide collaborative relationship with the agency network, setting ambitious objectives which are however in line with the area potential and which are supported by tangible elements for business development (appropriate products for selected targets).
- Measurement of the results of targeting marketing activities and the stimulation, on the basis of these results, of the sales network.
- Yet again, by using the different ways chosen by the ever-demanding client, to choose the right time to change into a multi-channel organisation that can supply services, gather information and provide appropriate answers.