How Does the Insurance Industry Utilize CRM?

In the last few years, the insurance sector has seen a rise in competition, and the organizations are leaving no stone unturned to stay ahead of the curve.

Customer Relationship Management (CRM) is an essential tool amongst the never-ending list of strategies. Its successful implementation can bring about multiple benefits to the organization. It is especially helpful in improving customer loyalty and in streamlining the workforce’s tasks. However, in order to look for the right CRM software, it is important to first understand its utilization for a sector. 

In this article, we will discuss how the insurance industry utilizes CRM for their benefit. 

1. Insurers use it to deploy better customer service

Insurance is one business where it is difficult to differentiate yourself from the rest by merely offering different products or services. So to separate themselves from the rest, companies are riding on CRM’s back and try to provide superior customer service.

What it does is it not only increases the number of repeat buyers, it increases conversion and reduces churn rate due to good word of mouth reviews. Also, insurance CRM allows prioritization of queries based on urgency, which ensures that you attend the right person at the right time.

2. Insurers utilize it to attain a higher level of personalization

A significant trait of the insurance sector is its high level of personalization, which is much higher than merely knowing the name of the client. With the help of CRM, insurers try to dive deep into their clients and potential customers to ensure that they offer unique services that cater to their tastes and preference.

As per an Accenture report, 80 percent of consumers are willing to share their data if it results in a personalized experience.

Apart from that, with the help of CRM, insurance agencies can now make a pictorial depiction of the clients’ buying trends, which allows them to pitch their services even before the need arises. It automatically helps them in improving their sales number and generating more revenue.

3. CRM is useful in faster claim resolution

With the advent of the digital age, there are many other options for your grievance redressal other than standing in long queues for hours. Customers now have a phone, chat, emails, social media, and other options that allow them to reach the insurers in real-time.

With the help of CRM, insurers now get the leverage of connectivity and access to customer information, which helps them to improve client experience and resolve their issues quickly.

4. It is a medium for informing potential clients about their products

As per a study by J.D. Power, in 2016, around 74 percent of insurance purchasers were researching via online channels to know more about the offering. The number has gone up since then, and it doesn’t come as a surprise.

With CRM’s help, insurers can now publish their product catalog, workflow guides, policy reference, and several other useful documents. With these documents at their fingertips, it becomes easier for potential customers to know about the company’s offerings.

Not only that, if they have queries, insurers are ensuring the presence of either the chatbots or executives to resolve them at the earliest.

5. CRM helps insurers in managing their databases

CRM offers several core features to its users namely contact management, lead management, and interaction management. Contact management lets you store the names of your clients, addresses, and other personal information, as necessary. Lead management helps you to convert your potential customers into your clients faster and with a smoother approach.

Interaction tracking is where things get interesting. You can access any of the previous conversations with the client using CRM software, which will enable you to understand them in a better manner.

With the help of these functionalities, insurers can now efficiently manage it all. Apart from all there, CRM also offers email integration, document management, pipeline management, and automation, which directly leads to a clutter-free environment.

Wrapping up

The insurance industry has always been on its toes when it comes to managing their customers. If they miss the slightest opportunity to impress them, it may prove fatal for their business. The CRM’s entry into the mix has been a boon for the insurers, and they can now perform several things that were once unthinkable.


Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.