The management of the relationship with the customer/insured: CRM

In the changed competitive environment, the insurance companies' priority is to gain more control over final market, or lay hold of the relationship with the customer. The aim of this paper is to discuss how to recover (reuse) the insurer/insured relationship . The paper contributes to the call for research on a particular service sector by addressing the unexplored issue of one-to-one marketing strategies adopted by the insurance industry in the era of modern Information Technology. In this new scenario, the only way to keep customers is to offer quality services, creating differentiating elements of their proposals, adding customization and consulting. The policyholders, after all, have the insurance and financial solutions tailored to their specific needs. And they're not exploiting pre-standard packages.