Enhancing e-CRM in the insurance industry by mobile e-services

With customers increasingly demanding full-scale solutions, insurance companies are more and more forced to continuously increase their portfolio of products and services. As customers also expect the same quality and variety of services on every distribution channel, insurance companies need to find ways to present the right service at the right moment and at the right time. One possibility to meet this challenge is to use mobile technology presenting services to the customer. The paper presents an approach how to develop e-services and plan customer contacts with the usage of mobile technology. Essential aspects of mobile customer relationship management in the insurance industry are described first. After that a method for developing and planning service-contacts using mobile technology is introduced. Finally, some examples illustrate the specified approach.