CRM in Insurance: New Visibility and Role in the Digital Age

An SMA Research Report

Mark A. Breading, Partner
Publication Date:
February 11, 2016
Number of Pages:
$395.00 USD

Customer Relationship Management (CRM) has a new lease on life in insurance. The intense focus on customer experience has resulted in a new appreciation for CRM solutions. This research brief provides a snapshot of the state of CRM in insurance and insurer plans for investing in and enhancing CRM capabilities.

CRM in Insurance is based on a survey of North American insurers and SMA partner observations based on interactions with insurers that are developing new CRM strategies. The report – which covers P&C and L&A insurers

  • Identifies the percentage of insurers planning to implement new CRM solutions and the percentage investing in major enhancements,
  • Documents the percentage of insurers that currently have CRM solutions implemented, broken down by insurer size and line of business,
  • Ranks the top technology capabilities insurers are seeking in new CRM solutions,
  • Discusses CRM implications for insurers, and
  • Provides an SMA Call to Action to guide strategies and plans for CRM.

The report provides evidence that CRM is experiencing a resurgence and has a major role to play in improving the customer experience in insurance.