DATA QUALITY AS A CRITICAL SUCCESS FACTOR OF CRM IMPLEMENTATION IN INSURANCE Cover Image

DATOVÁ KVALITA JAKO KLÍČOVÝ FAKTOR ÚSPĚŠNOSTI IMPLEMENTACE CRM SYSTÉMU V POJIŠŤOVNICTVÍ
DATA QUALITY AS A CRITICAL SUCCESS FACTOR OF CRM IMPLEMENTATION IN INSURANCE

Author(s): David Pejčoch
Subject(s): Business Economy / Management, Socio-Economic Research
Published by: Masarykova univerzita
Keywords: CRM; Data Quality; Insurance; success factors; CLV; householding; GCC;
Summary/Abstract: Principles of customer relationship management (CRM) can significantly affect the performance metrics of insurance company in both positive and negative sense. Well-graded elective care with regard to lifestyle and client lifetime value can significantly contribute to his satisfaction and loyalty. In contrast, congestion client with offerings, which for him are not relevant, could damage the relationship with him permanently and irreparably.