October 2020 – This brief examines the origin, emphasis, complexity, scope, and the types of data contained in customer relationship management tools, or CRMs, available to insurers. There are hundreds of solutions and vendors in the marketplace that advertise themselves as customer relationship management (CRM) platforms and providers. Yet they vary widely in their capabilities, scope, and the type of data they are designed to manage. Insurers should have a clear understanding of their intended use case and whether their needs are best served by a Core-, CCM-, or DXP-CRM platform.
However sophisticated, CRM platforms are an essential component of insurance technology systems. Determining the core focus of these platforms should be the first step in standing up, expanding, or adopting them within the enterprise.