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CRM Is DeadLong Live CRM

The goals of customer relationship management (CRM) have never stopped making good business sense. Increased policyholder retention, cross-selling and up-selling, targeted marketing, and reduced customer-service ...

By Michael P. Voelker | Updated on October 31, 2002

The goals of customer relationship management (CRM) have never stopped making good business sense. Increased policyholder retention, cross-selling and up-selling, targeted marketing, and reduced customer-service costs are all worthy pursuits. If you focus on superior service, youre going to get to eachand every CRM strategy, says Fred Pantaleano, systems officer at Nationwide Insurance (Columbus, Ohio). But, he adds, We take the buzz out of CRM.

When I talk to insurers, they dont want to talk about CRM; they say its nebulous, high cost, difficult to quantify ROI, says Charles Johnston, vice president and director of insurance information strategies at the META Group. But then they immediately talk about centralized client files, marketing automation and lead management, more efficient sales force service interaction mechanisms. So theyre interested in all the elements of CRM, even if theyre not interested in the buzzword.

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