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Kundenzufriedenheit und Kundenbindung in der Versicherungswirtschaft by Wiederkehr, Florian

Kundenzufriedenheit und Kundenbindung in der Versicherungswirtschaft

by Florian Wiederkehr
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Book cover type: Paperback
  • ISBN13: 9783346810168
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 26
  • Original Price: USD 22.5
  • Language: German
  • Edition: N/A
  • Item Weight: 46 grams
  • BISAC Subject(s): Customer Relations

Studienarbeit aus dem Jahr 2012 im Fachbereich BWL - Customer-Relationship-Management, CRM, Note: 1,3, FOM Hochschule für Oekonomie & Management gemeinnützige GmbH, München früher Fachhochschule, Sprache: Deutsch, Abstract: In der deutschen Versicherungswirtschaft hat sich eine Vielzahl der gro en Marktteilnehmer eine Wachstumsstrategie auferlegt. Diese Strategien sind durch einen starken Fokus auf Neugeschäft, also den Abschluss neuer Verträge, geprägt. Erkennen kann man dies an den horrenden Abschlussprovisionen sowie der speziellen Geschäftswettbewerbe im Bereich der Ausschlie lichkeitsvermittler. Durch diese Ma nahmen ist die Pflege der bestehenden Kundenbeziehungen eher zweitrangig und den Vermittler nicht rentabel. Jedoch ist aus Sicht des Versicherungsunternehmens eine derartige strategische Ausrichtung in Zeiten gesättigter Märkte nicht als nachhaltig oder zielführend zu bezeichnen. Die gro en Unternehmen entziehen sich kontinuierlich gegenseitig die Kunden, um die ausgegebenen Ziele zu erreichen. Zudem trifft die Bezeichnung "Dienstleister" heute nur noch mit Einschränkungen zu, da Versicherungsunternehmen nur noch bedingt Beratungsleistung erbringen und lediglich "immaterielle Massenprodukte" auf die Märkte werfen. Ein entsprechendes Umdenken in den strategischen Ausrichtungen ist aufgrund des immer intensiver werdenden Verdrängungswettbewerbs unumgänglich, wobei hier eine stärkere Ausrichtung auf den Kunden und dessen Betreuung erfolgen muss. Dies bedeutet eine Abkehr vom blo en Verkauf von Versicherungsscheinen hin zur umfassenden und lebenslangen Beratung und Betreuung der Person an sich. Durch eine entsprechende Bindung kann man bestehende Kunden vor Abwerbungen schützen und die eigenen Abschlusskosten effektiv senken. Konzeptionell ist diese allumfassende Betreuung problemlos möglich, da jeder Versicherer mittlerweile für alle Versicherungs- und Vorsorgesituationen Produkte selbst anbietet oder entsprechende Kooperationspartner hat. Unter diesen

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