While CRM systems can get an organization 90 percent of the way toward reaching its customer relationship management objectives, the systems do not answer the key question of "why," according to CRMDirectory.com, a customer management website.

Although CRM solutions are adept at delivering valuable quantitative data that helps an organization characterize a customer and answer questions such as who, what, when, where, and how much, these solutions are incapable of providing insight into the "why" of the relationship. And while CRM systems can manage the account and transactional data, organizations are turning to online surveys as a cost effective and immediate way to ensure that the data on "why" customers have a relationship with them is current and up to date.

Web surveys can play a pivotal role in the insurance value chain by capturing actionable information from every link including agents, brokers, adjusters, clients, and partners that can then be translated into key actionable business initiatives and processes. Insurance executives can utilize results from web survey technology to incorporate the voice of the customer into business decisions to optimize marketing decisions, speed product development, drive process improvements and answer the elusive question of "why."

Source: CRM Directory.com

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