Publication: Sigorta sektöründe elementer branşlarda müşteri ilişkileri yönetimi ve Türkiye için model önerisi
Abstract
Günümüzde teknolojik alanda yaşanan gelişmeler, globalleşme, müşterilerin bilinçlenmesi, iş bölümünün artışı ve uzmanlaşma nedeniyle birçok işletme stratejisini ve iş yapma biçimini değiştirmektedir. Bu doğrultuda işletmeler kârlı müşterilerin kazanılmasını ve onlarla uzun süreli karşılıklı fayda sağlayan ilişkiler kurulmasını amaçlayan teknoloji destekli, müşteri merkezli yeni bir yönetim felsefesi olan Müşteri İlişkileri Yönetimi’ni (MİY) benimsemektedirler. Finansal sistemin vazgeçilmez unsurlarından biride sigorta sektörüdür. Ekonomik yapılanma içerisinde finansal liberalleşme ile birlikte gelişen sigorta sektörü önemli görevler üstlenmiştir. Ekonomik ve sosyal hayatta karşılaşılabilecek ekonomik kayıplara karşı, bireylerin ve kurumların risklerini güvence altına alan en etkili yöntemin sigorta olduğu söylenebilir. MİY, sigorta sektöründe son yıllarda gelişme gösteren bir uygulamadır. Sektörde yer alan şirketlerin en önemli hedefleri; genel giderleri düşürmek, poliçe sayılarını arttırmak ve sigortacılığı daha karlı hale getirmektir. Bu bağlamda, şirketler açısından; mevcut müşterilerini elde tutmak, yeni müşteriler kazanmak, çapraz satış ve üst satış fırsatlarını oluşturmak, yeni müşterilerle iletişim kurmak ve poliçe sahibi mevcut müşterilere doğru öneriler sunmak sigorta sektöründe MİY’in faydaları arasında yer almaktadır. Çalışmanın uygulama kısmında, sigorta sektöründe elementer branşlarda ilk üç şirket arasında yer alan bir sigorta şirketinin 2001 krizinin sonrasında yaşanan süreçte 2004 yılından itibaren uygulamaya başladığı MİY’in verimliliği, 2002-2008 yıllarını kapsayacak şekilde Malmquist Toplam Faktör Verimliliği Endeksi yöntemi ile analiz edilmiş ve elde edilen bulgular değerlendirilmiştir. Gelecek dönemlerde şirketler tarafından MİY’e dönük uygulamaların artması, hem şirketler açısından hem de Türk sigorta sektörü açısından önemli faydalar sağlayabilir. teri ilişkileri yönetimi, sigorta, pazarlama, malmquist verimlilik endeksi, yönetim.
Today, many enterprises change their strategy and operations because of technological improvements, consciousness of the customers, increase at the division of labour and specialization. In this context, the organizations are adopting Customer Relationship Management (CRM) which is a new customer orientated management philosophy that aims to gain profitable customers and to establish long lasting and interactive relationships with the them. Insurance sector is one of the indispensible elements of the financial system. Insurance sector, which has been developing with the financial liberalization in the financial structure, undertook a very important task. It is correct to say that insurance is the most effective management method which covers the financial risks of individuals and institutions/ corporations that they can encounter in the economic and social life. The most important targets of the companies in insurance sector are; decreasing general expenses, increasing number of policies and making the insurance business more profitable. In this context, retaining current customers, attracting new customers, developing cross sale and up sale opportunities, getting across with the new customers and giving correct offers to the customers who are current policy holders are the advantages of CRM for the companies in the insurance sector. In the application section this study, an insurance company which ranks among the top three insurance companies of the elementary branches in insurance sector was analysed. The productivity of the CRM which has been implemented by the insurance company in question since 2004 (during the time period after 2001 crises) was analysed with Malmquist Total Factor Productivity İndex method by covering the time period between 2002 and 2008 and obtained findings were reviewed. In the future, the increase of CRM applications of the companies may be beneficial both for the companies and Turkish Insurance Sector. Key Words: Customer relationship management, insurance, marketing, malmquist productivity index, management.
Today, many enterprises change their strategy and operations because of technological improvements, consciousness of the customers, increase at the division of labour and specialization. In this context, the organizations are adopting Customer Relationship Management (CRM) which is a new customer orientated management philosophy that aims to gain profitable customers and to establish long lasting and interactive relationships with the them. Insurance sector is one of the indispensible elements of the financial system. Insurance sector, which has been developing with the financial liberalization in the financial structure, undertook a very important task. It is correct to say that insurance is the most effective management method which covers the financial risks of individuals and institutions/ corporations that they can encounter in the economic and social life. The most important targets of the companies in insurance sector are; decreasing general expenses, increasing number of policies and making the insurance business more profitable. In this context, retaining current customers, attracting new customers, developing cross sale and up sale opportunities, getting across with the new customers and giving correct offers to the customers who are current policy holders are the advantages of CRM for the companies in the insurance sector. In the application section this study, an insurance company which ranks among the top three insurance companies of the elementary branches in insurance sector was analysed. The productivity of the CRM which has been implemented by the insurance company in question since 2004 (during the time period after 2001 crises) was analysed with Malmquist Total Factor Productivity İndex method by covering the time period between 2002 and 2008 and obtained findings were reviewed. In the future, the increase of CRM applications of the companies may be beneficial both for the companies and Turkish Insurance Sector. Key Words: Customer relationship management, insurance, marketing, malmquist productivity index, management.