STRATEGIC CUSTOMER RETENTION THROUGH CRM; A STUDY OF PERCEPTION OF INSURANCE OFFICIALS

biswa mohan dash

Abstract


This research study is based on impact of customer relationship management practices on insurance sector in Odisha market. The research study mainly focuses on the the pattern of service and the facilitation process for the sake of customers adopted by the CRM driven insurance companies in Odisha.Customer Relationship Management(CRM) practice is now becoming imperative and need of the hour in the cut throat competition held in the insurance sector. Initially LIC of India was the sole insurance player having larger market share but after liberalization, privatization and globalization so many private insurers came in to the picture. Then they adopted many customer centric strategies to satisfy and retain the customers to gain market share and to survive.CRM is a customer focused strategy adopted by many insurers in India and Odisha.To recognize the perception of insurance customers in terms of service standard, innovation and quality of products, the efforts have been undertaken through this research study.  In this study customer’s opinions have been collected through a structured questionnaire to understand the effectiveness of CRM implementation in relation to the companies like AVIVA, LIC of India, ICICIprudential, Birla sun life and Reliance. Here to measure the customer retention gained by above insurers; factor analgroup statistics have been used.

Key words: service standards, customer focused strategy, customer retention, innovation.


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ISSN : 2251-1547