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Customer Relationship Management Essay

2248 Words9 Pages

INTRODUCTION
CRM is known as customer relationship management. CRM is used to describe a business to customer relationship. For this assignment discuss the general concept of CRM, CRM programme, and relationship in section 1. The next part is discussing the IDIC model and the latest part is talking how to apply IDIC model to Hong Leong Assurance.

SECTION 1: A LITERATURE REVIEW ABOUT CUSTOMER RELATIONSHIP MANAGEMENT
GENERAL CONCEPT OF CRM
According to Swift (2000) mentioned that customer relationship management as a way of understanding the customer behavior through intense communication with him or her to enhance the result which is represented in attracting the customer, keeping him or her and increasing his or her loyalty and profitability. …show more content…

Besides that, the agent should know that the customers are interested to which insurance policy. In addition, the agent should ensure their customers are fulfilling all qualification of insurance policy. Once all the data is collected, insurers need to identify their customer by using analytics …show more content…

After classifying customer into two groups, insurers will able to personalize customer communications in a new option rather than just send out a blanket statement. The insurer is able to key in data about the customer 's unique financial situation, demographics and status to personalize messages due to make them much more useful and engaging. If the customers ' data is continually analyzed, Hong Leong Assurance is not able to customize messaging in the mail, they are able to personalize web promotions, emails, phone calls and even social media messages. In the event that an insurance rep and the carrier can get an all-encompassing perspective of the customer, the opportunities of making a more significant, positive experience constructs a wealthier and more profound relationship going

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