In addition to good advice and high-quality products, customers and potential new customers expect one thing above all from their insurance company: uncomplicated support in all situations. This applies to advice, the conclusion of contracts, claims settlement and service issues. In a guest article, ERGO expert Marcel Böhl reveals how "Big Data" and modern "Customer Relationship Management" (CRM) help the company to meet these growing demands - and to continuously improve its own customer centricity.
"In addition to personal exchange on site, channels such as e-mail, website, telephone or video call are now chosen by many customers, if not preferred on certain occasions," writes the CRM expert in an article for the trade magazine "vb Versicherungsbetriebe". This offers more ways for insurers and sales partners to reach customers or potential new customers in a targeted manner.
Because their demands have risen: In their digitalised everyday lives, people also experience convenient and fast services in other sectors, which they naturally also expect from their insurance partner. At the same time, the targeted, data-based advertising pressure on the internet by the large internet groups is increasing massively.
However, this "higher, faster, further" is also accompanied by an omnipresent information and stimulus overload. Ironically, the direct connection to the customer is in danger of being lost more and more. "Stay relevant" is therefore the motto in order to maintain this access and, at best, even expand it.
"In order to enable a consistent and inspiring customer experience across all channels, insurers also rely on the collection and analysis of data," writes the expert. Using ERGO's strategy as an example, he explains in his guest article how this can be done. Among other things, the CRM framework "From data to insights to action" plays a central role. You can read more about this here (in German):