Building a culture for service: crafting and initiating an effective customer service culture in the 1990s is vital to a company's growth and market share

Article Abstract:

A major task facing insurance companies is building and maintaining an effective corporate service culture. Insurers can create a plan for implementing quality customer service by researching their customers, reconciling service to customer expectations, and communicating the company's strategies to all employees. When performing market research on its customer base, insurers should look to the customers' financial characteristics and categorize customers by the worth they put on service.

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Moving with the markets

Article Abstract:

Insurance companies are becoming more market-driven than product- or sales-driven. This approach, where managers develop products according to the needs of a particular market segment, is in response to declining profits, lower premiums, and a smaller client base. Because of its large role in this strategy, marketing is now often a separate company function from sales.

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