The BSI TAM Agency System: How Lena can finally get the advice she deserves

Not only is the insurance industry undergoing profound changes due to digital transformation, AI, and data-driven business models – their customers’ needs are evolving as well. In this article, we outline how you can support your customers on an individual basis to the fullest extent. 

Lena Meier, our customer for illustration purposes, no longer wants to get short shrift with run-in-the-mill standard solutions today. Instead, what she wishes for is insurance advice that recognizes and takes into account her individual needs and life circumstances. She wants to see customized insurance solutions that are truly a good fit for her without having to repeat the same information to insurance agents over and over again. In this context, BSI’s TAM agency system (Tied Agent Management) is gaining in importance in the world of state-of-the-art, customer-centric insurance sales organizations.  

Today’s insurers face the difficult task of bringing their often very complex existing IT systems up to date and doing a better job consolidating data silos to provide customers like Lena with holistic and targeted insurance support. Unfortunately, the reality is often different today: Lena’s data is frequently scattered and fragmented across different systems and is routinely processed manually.  

When Lena needs a new insurance policy or undergoes changes in her life circumstances, she often receives unsuitable offers or has to proactively take care of everything herself. An address change after a move? She has to do it manually for each policy. A proactive consultation following a job change or addition to the family? Not a chance. It takes a damage event for her to discover that she has insufficient insurance coverage. It is not surprising that she is displeased and, in the worst case, switches to another insurance company.

This type of scenario is not only unsatisfactory for Lena. Insurance agents, too, waste a lot of time gathering information from different systems instead of being able to focus on preparing customized advice at the right time and to benefit from synergy effects.  

This is exactly where BSI’s agency system, the BSI Element “TAM” (Tied Agent Management) comes in. The state-of-the-art CRM solution, which is part of the BSI Customer Suite, helps insurers, with support from agentic AI, to combine and personalize customer data and refine and improve the advice they provide. Good news for Lena. 

BSI TAM optimizes the work of agents and field sales representatives who work exclusively for their respective insurance companies. With BSI TAM, all relevant information about Lena – her policies, life events, and contact history – is combined in one centralized system. Agents no longer have to tediously gather data from different systems. Instead, they have an instant overview of everything.  
 
This allows a customer rep to identify gaps in coverage or spot optimization potential in Lena’s existing policies and to proactively provide advice to her when her documented living circumstances change – either on site in person or digitally. The result? Lena receives personalized support that fits her particular situation and makes her feel truly understood by her insurance provider.  

At the same time, insurance employees can fully focus on providing advice to Lena, including by using AI tools, and save time in the process. An example is the BSI Voice Agent, which automatically documents customer appointments after they are completed.  

For Lena, the AI-supported use of TAM by insurers means that the insurance advice she receives has reached a whole new level of quality:

• Personalized offers: Lena receives offers that truly correlate to her current life circumstances
• Individualized insurance advice: Lena receives advice proactively if her life circumstances change before she herself discovers a gap in her insurance coverage.
• Satisfaction and loyalty: Lena’s data is up to date, and the advice she receives is no longer superficial but well-founded and personalized in the long run. Her confidence in her insurance company grows and Lena becomes a loyal customer.