10 准备好了吗——您是否可以捕获客户内心所思所想

您如何使用内部客户知识来源?您如何收集和添加来自社交网络等外部的信息?您如何整合内外部信息?如何用这些信息来提高客户价值和忠诚度?

您在何处及如何使用基于需求或角色的细分方法?您将如何深化对个体客户的理解水平?

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您的客户可以在什么范围内挑选产品组合选项?您有什么计划可以消除进一步定制化的障碍?

您如何与客户进行交流?您如何与客户现在及未来喜欢的沟通方式保持一致?

您如何与千禧一代进行互动?您如何保持时常更新,以应对z一代等未来的客户?

作者

Christian Bieck是IBM商业价值研究院的全球保险行业领导者。 Christian Bieck是一位经济学家,在加入IBM任职流程顾问和研究员之前曾在欧洲担任过多项保险行业方面的职务。Christian多次在保险业活动和研讨会上就思想领导力和创新发表演讲。他为IBM商业价值研究院和国际保险行业出版物撰写过各种有关保险趋势和影响的论文。Christian的联系方式为:christian.bieck@de.ibm.com。

Lee-Han Tjioe是IBM全球业务咨询服务部的副总裁和合伙人。他曾在多家成熟市场和发展中市场的保险公司处理数字化转型和核心保险业务转型等问题。通过与保险公司的合作,他形成了与保险业成功创新有关的全球化视角。Lee-Han曾主管IBM全球和增长市场的保险行业咨询服务,现在负责IBM全球业务咨询服务部的欧洲综合保险行业服务。 Lee-Han的联系方式为:lee.han.tjioe@nl.ibm.com。

贡献者

Matthias Ruefenacht,瑞士圣加伦大学保险经济学院项目经理

Peter Maas教授,瑞士圣加伦大学保险经济学院副主任

Joni McDonald,IBM商业价值研究院内容策略专家/撰稿人

Kristin Biron,IBM商业价值研究院视觉设计师

参考资料

1 Bieck,Christian,Mareike Bodderas,Peter Maas and Tobias Schlager. "Powerful interaction points: Saying goodbye to the channel."IBM Institute for Business Value. December 2010. http://www.ibm.com/services/us/gbs/thoughtleadership/ibv-gbs-insurance-interaction.html;Bieck,Christian,Peter Maas and Tobias Schlager. "Insurers,intermediaries and interaction: From channels to networks."IBM Institute for Business Value,December 2012. http://www.ibm.com/services/us/gbs/thoughtleadership/ibv-insurance-intermediaries.html;Bieck,Christian,Anthony Marshall and Sandip Patel. "Digital reinvention: Trust,transparency and technology in the insurance world of tomorrow."IBM Institute for Business Value. January2014. http://www-01.ibm.com/common/ssi/cgi-bin/ssialias?subtype=XB&in fotype=PM&appname=GBSE_GB_TI_USEN&htmlfid=GBE03589USEN&at tachment=GBE03589USEN.PDF

2 Bieck,Christian,Anthony Marshall and Sandip Patel. "Digital reinvention: Trust,transparency and technology in the insurance world of tomorrow." IBM Institute for Business Value. January 2014. http://www-01.ibm.com/common/ssi/cgi-bin/ssialias?subtype=XB&infotype=PM&appname=GBSE_GB_TI_USEN&htmlfid=GBE03589USEN&attachment=GBE03589USEN. PDF

3 Bieck,Christian,Peter Maas and Tobias Schlager. "Insurers,intermediaries and interaction: From channels to networks." IBM Institute for Business Value. December 2012. http://www.ibm.com/services/us/gbs/thoughtleadership/ibv-insurance-intermediaries.html

4 Davidson,Julia Chen,Trevor Davis and Anthony Bigornia. "Brand enthusiasm: More than loyalty."IBM Institute for Business Value. November 2014. www.ibm.com/services/us/gbs/thoughtleadership/brandenthusiasm/

5 Bieck,Christian,Anthony Marshall and Sandip Patel. "Digital reinvention: Trust,transparency and technology in the insurance world of tomorrow." IBM Institute for Business Value. January 2014. http://www-01.ibm.com/common/ssi/cgi-bin/ssialias?subtype=XB&infotype=PM&appname=GBSE_GB_TI_USEN&htmlfid=GBE03589USEN&attachment=GBE03589USEN. PDF

6 Definition of "Internet of Things." Wikipedia. http://en.wikipedia.org/wiki/Internet_of_Things. Accessed on May 20,2015.

7 Brody,Paul and Veena Pureswaran,"Device democracy: Saving the Internet of Things." IBM Institute for Business Value. March 2015. http:/www.ibm.com/services/us/gbs/thoughtleadership/internetofthings/