SWICA Strong customer relationships through CRM and CX

SWICA, one of Switzerland’s leading health and accident insurers, counts on BSI for CRM, marketing automation and customer journey management.

1.5 m





NPS score (-100 to +100)


With around 1.5 million policyholders and 27,000 corporate customers, SWICA is one of Switzerland’s leading health and accident insurers. The company has been best in class with regard to customer satisfaction for several consecutive years.


Michael Schneider, Head of Marketing at SWICA

With BSI CRM, we have been able to accomplish a lot in terms of supporting our individual and business customers, and we have come to know BSI as a reliable and committed partner. So, it only made sense to rely on BSI in the areas of marketing automation and lead management as well, especially since BSI has won us over in terms of its versatility and user-friendliness.

About the project

  • Holistic customer relationship management: The insurance company applies its SWICA philosophy of holistic support to its customer relationship management as well. SWICA replaced its fragmented system landscape with BSI’s flexible and configurable CRM system. The company’s roughly 1,600 employees use the integrated CRM solution in areas ranging from marketing to contact center to sales and administration to support individual and business customers.
  • Automated inquiry management: With BSI, the health insurer directly processes all inquiries entered into the web form on the SWICA website 24/7. On its website, SWICA provides roughly 100 different forms for its customers, from the accident report form to the franchise change form. When an inquiry is received, BSI automatically determines the agency responsible for it and decides if a confirmation e-mail will be sent and what information this e-mail should contain. The e-mail consists of some 100 dynamic content elements that can be added depending on inquiry and context. Sensitive medical information is automatically anonymized or deleted.
  • Customer journeys suitable for all life situations: SWICA has used BSI, among other activities, to design a customer journey dealing with the hospital stay. For this journey, the company received the Customer Experience Award 2020. Its “Hospitalization” customer journey is available to policyholders with semi-private and private insurance. As soon as a confirmation of coverage is available from the hospital, SWICA contacts the policyholder, providing a personal contact person who will accompany the insured throughout the entire journey. The policyholder receives information about the insurance benefits and the cost coverage for the hospital stay and gets tips about additional services available in the SWICA services portfolio. Two weeks after the policyholder’s discharge from the hospital, SWICA once again provides proactive support. The final step is a customer satisfaction survey, which SWICA uses for continuously improving the customer experience. Its customers value the personalized service: This service has helped SWICA achieve an NPS score of 70.

BSI for Insurance

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Oliver Hechler, Creator of Customer Delight

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