New Deal of Insurance Marketing, the Role of ICT

The aim of this paper is to discuss how the insurance industry has been adopting the latest Information Technology advances and using new applications in order to create valueadding networks, where, employees, partners and customers are the key providers of innovation; it discuss also how the insurance industry has been adopting the latest Information Technology advances and exploiting the new Enterprise 2.0 applications in order to create value-adding networks, where, employees, partners and customers are the key providers of innovation. It discuss also 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. The work reports examples of cases selected among major Italian insurance companies which highlight the valuable role of "direct" service provider within the complex process of production and consumption of insurance policies including auxiliary services. The paper addresses the need for research on a particular service sector by indicating the unexplored issue of one-to-one marketing strategies adopted by the insurance industry in the era of modern Information Technology. More specifically, it provides ample evidence of the enormous benefits that the adoption of new applications can ensure to this sector in terms of customer satisfaction by implication of competitive advantages in an everchanging and volatile market. This electronic document is a "live" template. The various components of your paper are already defined on the style sheet, as illustrated by the portions given in this document.