Swiss Re Corporate Solutions: Transforming a Traditional CRM System into a Customer Engagement Management (CEM) Solution

Tobias Mäder ()
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Tobias Mäder: Swiss Re Corporate Solutions

A chapter in CRM Goes Digital, 2025, pp 181-195 from Springer

Abstract: Abstract B2B insurance is characterized by tailored offerings and higher premiums, with intermediaries pivotal in structuring insurance programs. Relationship management extends beyond sales to include functions like Underwriting, Claims Management, and Operations. Marketing in B2B insurance focuses on distributing tailored risk knowledge to known customer bases rather than generating leads. Strategic relationship management competencies include Sales Management, Customer Insights, and Digital Marketing, aiming to enhance customer and broker servicing quality.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-658-45798-3_14

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DOI: 10.1007/978-3-658-45798-3_14

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