Understanding and interacting

Much of what is needed to improve customer understanding already exists in most insurance organisations. Unfortunately, those same organisations are letting it slip through their fingers every day. Dr Chris Todman of Kognito Knowledge Solutions says that there are two main components to a successful CRM strategy – understanding and interacting. He argues that better understanding should lead to better interacting. Here he outlines what needs to be done for insurers to improve their levels of customer understanding.