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2018 | OriginalPaper | Buchkapitel

5. InsurTech and Customer Relationship

verfasst von : Antonella Cappiello

Erschienen in: Technology and the Insurance Industry

Verlag: 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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Vorheriges Kapitel The New Frontiers of Insurance Distribution

Nächstes Kapitel Survey on the Digitised Insurance Distribution in Europe and USA

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Titel: InsurTech and Customer Relationship
verfasst von: Antonella Cappiello
Verlag: Springer International Publishing
Buch: Technology and the Insurance Industry
Print ISBN: 978-3-319-74711-8

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

Copyright-Jahr: 2018
DOI: https://doi.org/10.1007/978-3-319-74712-5_5