Customer Relationship Management and its use in Insurance Industry

In today s world we should speak about the mature and developed markets which have different features compared to the previous ones, and can point out the customer’s authority from among their most important features and reduce the impact of advertising on him. Nowadays suppliers are faced with customers who have unlimited demands, but are less affected by traditional means of marketing. The considerable point in the insurance industry is that the development of this Industry is much harder than the development of other economic sectors, Because the premium paid by the insured, will not necessarily lead to claiming loss and perhaps the insured never has any received for his paid premiums. In fact, reclaiming the paid premium by insured, depending on the occurrence accident and so it is possible but not definite. So the need to buy insurance coverage in people is very harder and later than such a feeling about other products. Also increasing number of insurance companies in the country has caused that every one tries to attract more people to their side. So according to the conditions using the specific mechanisms for Customer satisfaction and maintaining them would have a competitive advantage in this industry. One of the new methods that is used by most companies in the world to recruit, retain and keep customers and gain competitive advantage against other competitors, is using the customer relationship management system. In this study, we discuss the concept of customer satisfaction and CRM and consider the role of CRM in customer satisfaction in insurance industry.

Keywords:

customer relationship management , insurance industry , Customer Orientation , Satisfaction