The digitization of HDI’s customer relationships

What is behind the digitization trend and how do insurance companies deal with it? To find out, we spoke with Frank Thieß, Product Manager for CRM and CX at HDI Vertriebs AG.

Frank Thieß, Product Manager for CRM and CX at HDI Vertriebs AG

Mr. Thieß, which strategic areas does HDI consider part of the term “digitization”?

In addition to the optimization of existing processes and procedures, what is of particular importance to HDI in this big “digitization” trend is the added value for our customers. We expect this benefit to unfold at every single customer touchpoint – whether or not our contact with the customer is in person or digital. It includes excellent opportunities to share information and conclude contracts, provides services related to the insurance contract and, of course, offers intuitive, stress-free processes in the event of damage or loss.

“In addition to the optimization of existing processes and procedures, what is of particular importance to HDI in this big “digitization” trend is the added value for our customers.”

Frank ThießProduct Manager for CRM and CX, and Head of Controlling/Finance at HDI Vertriebs AG

How do you make these seamless customer experiences possible?

The unifying element and essential success factor for the implementation of this strategy is our new CRM system where all data needed to provide our customers with personalized offers, even apart from regular product sales, converges.

How do you manage the implementation of this strategy?

We use a phased model for the implementation. A multi-phase approach to the deployment and introduction of the CRM features allows us to gain experience with the technical possibilities and apply the feedback directly to the continued development.

“Our motto: to provide relevant and personalized content at the right time and in the right channels. To get there, we have chosen BSI as our partner.”

Frank Thieß

How did you go about it?

We firmly believe that you must combine customer and behavioral data from all relevant applications with the human touch to obtain truly beneficial interactions. That’s why we selected our key customer touchpoint, exclusive sales, as our starting point. In the next phase, we will be rolling out the resulting platform to the other distribution channels and business areas. We stay true to our motto: to provide relevant and personalized content at the right time and in the right channels. To get there, we have chosen BSI as our partner.