June 10, 2014
A customer service agent would need to consult perhaps four to six systems to come up with a consolidated view of the customer, noted Brock Hubbard, financial services practice director for Bluewolf, a business consulting firm and cloud integrator. And as insurers begin to obtain better information on customers, customers want more information from their insurance providers, he added.
"Customers expect more information that is truly educational and informational, rather than transactional," Hubbard said.
Those customers, he said, want to understand what their policy covers and be able to compare it with other policies.
Against this backdrop, insurance companies are becoming less transactional and more customer-oriented. IT systems support that push, and CRM is one area of activity. Huynh said insurance companies want to move to an agile CRM platform as they transition from an account-centric to a customer-centric model of selling.
