Gothaer has completed its BSI CRM rollout

Milestones achieved on the path to multichannel sales: The rollout of the new Gothaer CRM system was completed according to plan. All 1,195 agents now have the central solution BSI CRM at their disposal. After the final fine-tuning is complete, the old system will be successively deactivated.

The Gothaer Group is one of the largest insurance companies in Germany with more than EUR 4.5 billion in contribution income and around 4.1 million insured members. Their product palette for private and corporate customers covers  all insurance sectors. Towards this end, Gothaer relies on a high-quality, and especially, personal customer consultation.

“Basis created for successful multichannel sales”

To handle changing customer behavior not only through personal contact, but also with strategic multichannel sales, the insurance group chose a central CRM solution from BSI Business Systems Integration AG. Following an intensive project preparation phase, BSI CRM is now being rolled out on the agency system. “With the completion of the rollout, we have attained an important milestone in the introduction of the new Gothaer CRM system, and have thereby created the basis for successful multichannel sales,” explained Oliver Brüss, Head of Sales at Gothaer.

Corrections and improvements are currently ongoing in collaboration with the project managers and super users. The plans call for the old system to be gradually deactivated starting in November 2016. The sales head anticipates clear advantages in terms of seamless customer management, automatic offer generation and the 360° customer view. The system also offers various new selection options and facilitates collaboration among the agency team through the “assignment function”.

360° customer care – on the road and at work

With the BiPRO-based process-oriented solution, Gothaer now combines various different systems into a central application. Sebastian Wertenbruch, CRM System Manager, describes the advantage as follows: “Users no longer need to jump back and forth between different applications, but can instead get everything done in a single system. The new system offers many advantages. This was especially confirmed by our colleagues from independent field sales, who have already converted their agency and are working intensively with BSI CRM.”

The goal of Gothaer’s multichannel strategy is continuous, seamless 360° customer management that is available online and which shows the entire customer history ranging across all touchpoints. Field sales, internal sales and the service center receive a holistic customer view in which all contacts with the customer are listed chronologically. To accomplish this, phone, e-mail, written correspondence and online channels were integrated in BSI CRM. Continuous processes extending to the integration of the back-end system will enable Gothaer’s independent field sales force to optimally service customers both in the agency and in customers’ homes. “We have hardly any media disruptions any more, while offers and applications can be created and sent directly in the CRM and, most of all, we receive a holistic view of our customers,” summed up Thomas Berg, Head of Sales Management at Gothaer.

Practice report: BSI Insurance at Gothaer

Gothaer’s two CRM experts, Eckart Struck and Sebastian Wertenbruch, will share their experiences from the major project at the “Gemeinsam BSI” (Together BSI) anniversary event. To celebrate its 20th birthday, BSI is inviting customers and friends to the Gottlieb Duttweiler Institute. Offered there will be a wide range of interesting keynote speeches, technical presentations and insight into the roadmap. It goes without saying that there will be plenty of celebrating as well.

Eckart Struck, CRM Experten bei der Gothaer
Sebastian Wertenbruch, CRM Experten bei der Gothaer
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