Abstract:

The purpose of this study was to investigate the perception of the insurance tied-agents on the usage of CRM (Customer Relationship Management) system in Taiwan.  The objective of this study is to understand a new phenomenon in order to develop a new theory; therefore, large sample multivariate statistical studies were not used to investigate the research questions.  On the other hand, qualitative methodology was used in order to explore the types of issues that might be important with regard to insurance agents’ CRM solution usage.  A series of interviews were conducted with sales managers and sales people at one of the leading international insurance companies in Taiwan.  Thirty participants were asked what part of CRM solution they used, how they used it, how much they used it, what helped/hindered (barriers) their usage, what IT and marketing department could do to support their usage, how it affected their performance, and other outcomes of the technology.  Semi-structured interview were used in this study.  Interviews lasted approximately two hours, and the interview were taped and then transcribed, resulting in 179 pages of single-spaced textual data.  The transcribed interview text was coded and analyzed using a qualitative data analysis program, NVivo 7.  Three researchers coded each transcript into text-based categories and a list of sensitizing concepts.  Then, the research group met together to compare and contrast each researcher’s organization of the data.  This research project is not complete; however, preliminary data analysis offers some suggestive answers for he research questions outlined as above.  Overall, the results of this research have illustrated that the majority of insurance agents believe CRM solution has the potential to reshape future of marketing multi-channel strategies in order to adapt to new demands from consumers.  As a means to the purpose, insurance companies have introduced or are in the process of introducing CRM system.  However, as more modernized CRM concept and system have deeper implication than just ‘learning’ about the customer and it has strong ties to ‘multi-channel’ strategies of insurance companies, a company that implements CRM system would exposed some degree of ‘channel conflict’ from the traditional distribution channel or tied-agency.  In order to ensure successful CRM system, a company should minimize the channel conflict and also enable the tied-agency to maximize their benefits from the system.  Indeed, the tied-agents suggested that the primary conflict comes from the internal CRM, especially Bancassurance and telemarketing/call center services.  Insurance companies should give attention to the internal multi-channel conflict while there may be vital structural differences between the dynamics of single channel and multi-channel conflict.  Furthermore, the findings suggest that most of the female tied-agents do not recognize the positive aspects in PDA wireless communications.  Therefore, an attention should be paid to system design, technical support, and employee training and development programs.