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2018 | OriginalPaper | Chapter

5. InsurTech and Customer Relationship

Author : Antonella Cappiello

Published in: Technology and the Insurance Industry

Publisher: Springer International Publishing

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Abstract

The chapter aims to analyse the technological evolution impact on customer relationship types and strategies in the insurance field. The loss of the interpersonal relationship, which is the direct consequence of the adoption of digital distributive forms, calls for a correct setting of the market relationship. Indeed, the digitalisation of the offer entails a greater involvement of the customer in the service delivery process, who can judge this circumstance more or less favourably. The chapter highlights how this requires a personalised approach to the market, on the basis of a logic of integrated communication and customised marketing. As to the latter, the various direct marketing strategies and techniques are aimed at the customer loyalty through the interactive use of the several media which are at the company’s disposal.

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previous chapter The New Frontiers of Insurance Distribution
next chapter Survey on the Digitised Insurance Distribution in Europe and USA
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Metadata
Title
InsurTech and Customer Relationship
Author
Antonella Cappiello
Copyright Year
2018
Book
Technology and the Insurance Industry

Print ISBN: 978-3-319-74711-8

Electronic ISBN: 978-3-319-74712-5

Copyright Year: 2018

DOI
https://doi.org/10.1007/978-3-319-74712-5_5