The business organization nowadays are taking the help of data base management system for customer retention and E-CRM is the outcome of such system.

1. ELECTRONIC CUSTOMER RELATIONSHIP
MANAGEMENT (E-CRM) :
A CASE STUDY
ON
SELECT INSURANCE COMPANIES
IN INDIA
SUDIPTA SAHA ROY
ASSISTANT PROFESSOR IN COMMERCE
SERAMPORE COLLEGE
(CALCUTTA UNIVERSITY)

2. INTRODUCTION
 The business organization nowadays are taking the help
of data base management system for customer retention
and E-CRM is the outcome of such system.
 The growing classes of Indians, who are growing at the
rate of 10% per year present a different view of India
with their changed life styles, trying to create a
meaningful life. For this reason they must save money,
do insurance policy, pension plan or mediclaim which
can help them for their health & education.
 Keeping the importance of E-CRM & its service
excellence in view, this study is an attempt to analyze
management of the customer relationship in insurance
sectors.

3. OBJECTIVES OF THE STUDY
 To explain the concepts and various aspects of CRM & E-
CRM.
 To study the selected issues in E-CRM from customer’s
perspective.
 To explore the perceived utility of E-CRM in relation to
insurance sector.
 To identify the future prospects of E-CRM in India.
 To discuss the impact of E-CRM in Indian insurance
sectors.

4. METHODOLOGY
 Data Source-
Mainly secondary data sources are used( i.e. press releases,
newspapers reports and data from the internet).
 Method of analysis-
Case study (some leading insurance companies in India).

5. OVERVIEW OF E-CRM
 E-CRM provides companies with a means to conduct
interactive, personalized and relevant communications with
customers across both electronic and traditional channels. It
utilizes a complete view of the customer to make decisions
about the following:
Messaging
Promotional offers, and
Channel delivery

6. IMPACT OF INFORMATION TECHNOLOGY
IN E-CRM:
Insurance companies will now have to collaborate over the web in order to
meet their customers demand and to better understand preferences for
customers.
Successful marketers need to go beyond conventional selling and
customer contact methods to delight the customer through E-CRM.
Home shopping through online services and internet are already in vogue
in developed countries. Even cable networks have been offering home
shopping services.
Electronic networking has become all pervasive. The boundary of the
organization is blurring, as it becomes more of net worth, with electronic
links forward into customers, backwards to suppliers and sideways to
business partners.

7. BENEFITS OF E-CRM IN INSURANCE
SECTOR IN INDIA
 Relationship Marketing came into existence in the insurance
sector to market competence as a result of “Deregulation,
market saturation and harsh competition”. The
undifferentiating of customer services and financial packages
led to build long term relationships with consumers in which
they could not become more competitive in this environment.
 Relationships between both the insurance companies and
customers must be mutually beneficial and it is also agreed
that consumers are alike benefit from them. Relationships are
considered more importance to the customers in the financial
area due to high risk and complex nature of insurances.
 E-CRM is considered as application technology to the
marketing to achieve CRM or strategic technology centric
relationship marketing business framework. The purpose of E-
CRM is to serve customers and enhance analytical
capabilities in an organization.
 To gain further competitive knowledge insurance companies
began to open new delivery channels like PC, Internet,

8. E-CRM IN SELECT INSURANCE
COMPANIESIN INDIA
 LIC OF INDIA: LIC of India has implemented the E-
CRM software by the help of WIPRO and IBM. This
CRM project is the largest of its kind in India. WIPRO &
IBM work together to compile the data of over 15 crore
policy holder of LIC.
 ICICI PRUDENTIAL: ICICI prudential has ambitious
plans for its retail business and has implemented the
CRM software by the help of SAS and metadata
solutions. It is implementing various modules of CRM to
establish world class CRM practices for the sake of
better customer relationship management.

9. AVIVA LIFE INSURANCE: AVIVA life insurance entered
in 2002 and deployed Talisman E-CRM suite. AVIVA got
the success by recognizing the potential customers and
bringing out products and services tailored to the customer
requirements.
BIRLA SUN LIFE INSURANCE: BSLI has selected
Talisman CRM software due to its wide acceptance in
customer relationship sphere. This CRM solution includes
sales automation-mail management, web service
management, data compiling, customer centric sales
process and customer service with timing.
RELIANCE LIFE INSURANCE: Reliance Life Insurance
has an excellent web enabled IT system for superior
customer services. They aim to increase better customer
interaction, to predict customer behavior, sales
management & consumer groupings.

10. FINDINGS
 Insurance sectors use E-CRM for customer introduction and
satisfaction and provide quality services to its customers.
 E-CRM is one of the most important information technology
based tool for the growth of Insurance sector in India.
 The latest E-CRM techniques used by the insurance
companies in offering new insurance policies to its
customers.
 The various activities for effectiveness of customer
relationship in Indian insurance sectors are customer centric
process, internal collaboration, differentiate customers,
differentiating offerings, etc..

11. LIMITATIONS
 The study is based on secondary data because of time
constrain.
 In the case study I have considered five insurance companies
in India. A large sample size of analysis would be more
revealing.
 No comparison between E-CRM in insurance companies in
India and E-CRM in developed countries has been made.
 Due to data unavailability the statistical analysis could not
have been made in the study.
 The future prospects of E-CRM in Indian insurance sector is
totally absent.

12. SCOPE FOR FURTHER STUDIES
We could not explore many important concepts of E-CRM in
insurance sectors in India because of lack of information and
time constrain. However we would like to identify the
following aspects of the insurance sector in India for study and
research.
 Contribution of E-CRM in insurance sectors in India.
 Comparative analysis in E-CRM of insurance sector in India
and E-CRM in other sectors in India.
 Study of different types of insurance sectors in respect of
insurance sectors.
 Future of E-CRM in insurance sector in India.
 New technology adoption in E-CRM in insurance sector in
near future.

13. CONCLUSION
 The present study highlights the impact of E-CRM technology in
insurance sector in India. The study proposes that the key to
improving accessibility is not simply replacing traditional channels.
Rather based on a clear understanding of individual customer
performances, the key is serving customers effectively across a
range of channels that includes the telephone, email, fax, web-mail,
and face to face interaction. Insurance companies in India need to
ensure that though E-CRM, customer relationships should be
effectively managed and nurtured vas important assets in an effort to
improve customer retention and profitability. The study also
identifies indirect driver of E-CRM in the insurance sector in India.

14. BIBLIOGRAPHY
 BOOKS, JOURNALS & PRESS RELEASE
1. Buttle, francis(1999), the scope of Customer Relationship
Management. International journal of Customer Relationship
Management 1 (4), 327-337
2. Gefen D. and Ridings C.M., Implementing team
responsiveness and user evaluation of customer relationship
management, journal of management information system, 19,47-
69(2000)
3. Kellen, Vince(2000). E-CRM Measurement Frameworks.
http://www.kellen.net/crmmeas.htm.
4. Jain, Deepak and Singh, Siddhartha(2000). Customer Lifetime
Value Research in marketing: A Review and Future Direction.
Journal of Interactive Marketing 16(2), 34-46
WEBLIOGRAPHY
.http://www.crm4insurance.com
.http://www.crminfoline.com/crm-articles/crm-insurance.htm
.http://www.licindia.in
.http://www.maxlifeinsurance.com

15.  THANKS
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