The Problem:Insurers have had a difficult time measuring CRM results. Compounding the problem is that many CRM projects were built from proprietary client/server platforms, which undermined overall flexibility.
The advent of open, service-oriented and object-oriented architecture has enabled insurers to work with multiple vendors and other affiliates. Moreover, insurers have become far more focused in their selection of CRM-related initiatives, targeting so-called operational "pain points" and opting for smaller-scale deployments.
CRM-oriented projects will be dominated by insurers that operate in the $50 million to $1 billion annual revenue range. While currently more CRM projects consist of smaller, departmental related investments, over the next two years, 65% will consist of enterprise-driven investments, predicts The Aberdeen Group.
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