Social media is an adventure many carriers have embarked on, with anticipation of interacting with global networks of customers. However, beyond better customer relations, there may be little value until companies take the next step – leveraging the data they collect from social networks into insights on customer trends. The possibilities of this next stage – Social CRM – open a lot of new possibilities. In preparing a recent article for INN on social CRM, I heard from Stuart Rose, global insurance marketing manager at SAS, about the possibilities for the industry.

Rose observes that social CRM won't happen overnight – in fact, insurers are taking more of a cautious approach toward this new method of customer interaction and data-gathering. “Social media and Social CRM is being embraced by many different industries,” Rose points out. “Unfortunately the conservative nature of the insurance industry means that they are often slow to adopt new technologies.”

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