In a comprehensive project, I was able to design the customer relationship management(CRM) of an insurance company from the ground up. CRM stands for Customer Relationship Management and encompasses the systematic design and maintenance of customer relationships – from strategy development to concrete implementation.
My task began with the development of a business case, the definition of a strategy and the selection of a suitable CRM provider. Together with a partner, the solution was adapted to the company’s specific requirements and successfully integrated. A particular highlight was the implementation of a campaign for the Riester pension. From the selection of suitable target groups and the creative design of a “milk carton campaign” to the actual training of the call center, I was involved in every step. This was not just about advertising, but about a targeted and measurable customer approachthat also made it possible to conclude contracts.
This project showed me that customer relationship management only works if all elements are carefully coordinated – from strategy to operational implementation. Another important point was dealing with brokers, whose customer data is often their most important asset. A sure instinct is required here to introduce CRM solutions in such a way that they have a supportive effect and strengthen the agents in their work instead of competing with them.
