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Social Data – Wie wertvolles Kundenwissen aus den Social Media die CRM Systeme der Assekuranz bereichern kann

Author

Listed:
  • Maas, Peter
  • Schmid, Kevin Paul
  • Steiner, Philipp Hendrik

Abstract

Kundenzentrierung und die Generierung von Customer Value werden für Versicherer zunehmend erfolgskritisch. Detailliertes Wissen, wer der Kunde ist, und wie er über "seinen" Versicherer denkt, ist dafür unerläss-lich. Dieser Beitrag identifiziert den Austausch zwischen (potenziellen) Kunden in Social Media als Quelle von Social Data, welche in bestehende Customer-Relationship-Management (CRM)-Systeme aufgenommen und in wertvolles Kundenwissen transformiert werden können. Dieses Wissen kann zur kundenorientierten (Neu-)Ausrichtung von Versicherungsunter-nehmen und der Assekuranz als Ganzes beitragen.

Suggested Citation

  • Maas, Peter & Schmid, Kevin Paul & Steiner, Philipp Hendrik, 2016. "Social Data – Wie wertvolles Kundenwissen aus den Social Media die CRM Systeme der Assekuranz bereichern kann," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 33(2), pages 42-53.
    • Handle: RePEc:zbw:hsgmrs:275845
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    References listed on IDEAS

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