Customer behavior has changed, posing a major challenge for the insurance industry among others. Gothaer views hybrid customer behavior as an opportunity and is responding with a multi-channel strategy. The central element is a modern CRM system that, thanks to training provided by Sycor, has also led to a high level of acceptance among the over 2,800 users.
The Gothaer Group is a German insurance company with circa 4.1 million members. Its core business covers all insurance services.
Today's insurance customer is better informed than ever before. While customers used to contact their insurance broker personally in case of questions, they now browse the Internet first, looking for the optimum solution through various channels. Comparison portals lure customers with seemingly attractive offers, and closing is possible directly online. This however does not mean that the job of insurance broker has no future – quite to the contrary. Customers continue to rely on the personal, competent advice of an expert for more complex products.
Adequate technical support is becoming increasingly important in addition to the corresponding specialist knowledge. Customers call with detailed questions about their contract, they want to make contract amendments or add additional coverage, or they are looking for a comprehensive analysis of their risk and coverage situation. What do all of these cases have in common? The customer expects a fast and competent answer.
That is why Gothaer decided to introduce a new CRM system that is able to bundle all required information related to the customer and helps sales obtain a 360° view of the customer.
"In order to successfully implement multi-channel sales and, in this context, our new CRM system, training all users was of central importance in addition to involving all stakeholders," says Sebastian Wertenbruch, responsible for the CRM system at Gothaer. "We took care in selecting the right training partner because user acceptance is crucial. Sycor ultimately impressed us with years of training experience, relevant industry expertise, and the flexibility required for the scope of the project," adds Eckart Struck, CRM Program Manager at Gothaer.
"We took care in selecting the right training partner because user acceptance is crucial. Sycor impressed us with years of training experience, relevant industry expertise, and the flexibility required for the scope of the project."
Eckart Struck, CRM Program Leader, Gothaer
The training objective was to train all users – from freelance and salaried field operations to agency staff, internal employees, and trainees – in regards to all transactions and processes in the new CRM system that occur in contact with customers. The diversity of possible cases ranged from information about contracts and contract amendments, to offer preparation across divisions, to electronically submitted applications and claim notifications.
There were several challenges to overcome in the training project. For one thing, practical training had to be provided for all participants in just 18 weeks. Sycor assisted with training for nearly 200 days at locations distributed across Germany, providing up to nine trainers at times. At the same time, it was necessary to ensure that all participants obtained adequate training, notwithstanding individual previous qualifications: "The IT skills of the participants varied considerably. Nevertheless, our trainers successfully managed the balancing act between demanding too much or too little in the course of training," explains Oskar Sauter, Senior Trainer at Sycor and the Project Manager in charge.
Sycor also ensured a high level of user acceptance with further training after the CRM roll-out. Additional coaching was provided for various organization units that will work with the new CRM system.