The new CRM is given to Zurich’s data quickly to help customers better
For insurance agents, rapid access to policy data is necessary to help customers faster.
With more than 55 million customers around the world, the Zurich Insurance Group group depends on strong customer relationships to survive competitive.
“The interaction is largely the largest loyalty driver with our customers,” Zcam told Business Insider.
Zurich has a network of thousands of agents all over the world who work directly with customers. Their main job is to sell insurance policies, but the role also includes explaining the details of the complex policy.
They communicate via different channels, including phone calls, email messages and WhatsApp messages. The agents told Vidović that the sorcery of these channels, as well as plowing through heavy policy documents, may make it difficult to follow the details necessary to give each customer a designed experience.
For example, Vidović said that agents have spent a lot of time trying to determine whether customers are covered with a specific accident.
“You can imagine passing 10 or 15 pages of insurance terms. It may take a lot of time,” he said.
Previously, data on customers and company policies were scattered through systems or, in some cases, they were not provided to agents at all. In January 2024, the Vidović team began creating a customer relationship management system that can connect distracted data groups to help agents give each customer what they need.
Simplify customer support
One of the principles of the guiding design of the “three -clicks” team: no agent should need more than three clicks to get what they needed. Whether this raises the details of the client’s policy or send a follow -up message, everything should be fast and intuitive.
Zurich, who serves customers in more than 215 countries and regions, is aware of the introduction of new technology; I have been executed More than 160 artificial intelligence powers Through its operations. But when it comes to developing a new CRM approach, there was no solution that suits everyone because different factors use different platforms. To address this, she built the CRM interface in existing tools like Microsoft Outlook and Salesforce.
The first part of the solution includes the status of customer and policy data in a basic system that is easy to navigate. For example, when talking to the customer, the intelligence platform allows the agent to easily find his current policies and records of previous interactions. This data is then connected to the features of artificial intelligence within other platforms, such as tone analysis and feeding centers.
CRM also helps each agent to suggest the following steps for the customer, as the company is inspired by technology giants such as Spotify.
“When we listen to Spotify, we get a running menu and then recommend the best song,” said Vidovic. “We use the same modeling to get to know the customer’s most suitable product based on their needs.”
The new CRM is now used in four company markets in Zurich.
“We see a significant increase in customer interaction because it takes less time,” said Vidovic. “The agents do not need to spend a lot of time to formulate specific messages.”
Based on the initial Zurich accounts, the team can reduce service times by more than 70 %, although Vidović said they hope to better understand the tool effect by the end of 2025.
Transfer the insurance industry
Stephen Box, Executive Vice President of Risk Management at Liberty Company, told Bi that insurance companies, brokers and customers have already seen the potential of artificial intelligence.
“Amnesty International is working to convert insurance agents from transactions brokers into reliable advisers and risk consultants.”
He added: “With the AI tools, the automation of many administrative subscription tasks and writing, the agents now have a greater ability to focus on building deeper relationships for the customer, providing strategic guidance, and providing very special risk solutions.”
Vidović said that the most challenging aspect of the driver was running the expectations of agents: Once they understood how the customer and Amnesty International platform work together, many of them communicate with the Vidović team with new ideas.
“The challenge now is to determine the relevant features and continue to upgrade the tool,” he said. “Because it is an endless process.”