Gothaer implements multichannel strategy with BSI Insurance

Gothaer is implementing its multichannel strategy with BSI as a technical partner. The design options offered by BSI software best meet the strategic requirements of the Cologne-based insurer.

Following a multi-stage evaluation process, Gothaer chose BSI as its CRM partner for the implementation of its multichannel strategy and further improvement of its personal advisory service. BSI Insurance, the CRM software for insurance companies, convinced Gothaer with its great user-friendliness, simple configurability, online capability, as well as its integrated processes and contact channels.

With more than four billion euro in premium income and around 3.5 million members, the Gothaer Group is one of Germany's largest insurance companies. Gothaer has accomplished this with high-quality, personal consultation. To further optimize their sales method, Gothaer developed a multichannel strategy that is consistently oriented toward customer requirements aimed at improving its personal advisory service through the integration of all modern communication media.

Field sales, internal sales and the service center receive a 360° customer view in which all contacts with customers are listed chronologically. This is made possible through the integration of phone calls, e-mails, written correspondence and online channels in CRM solution BSI Insurance.

Look after customers holistically

BSI Insurance will be rolled out at Gothaer in several stages through 2016.
Gothaer’s external sales department will be equipped with the online solution from BSI CRM first. Seamless processes extending to integration of the back-end system will enable Gothaer's independent external sales force to optimally service customer both in the agency and in customers' homes.

In further steps, Gothaer will integrate its campaign process into the software, connect its service center and offer Web-based self-services for private customers.

«The new CRM system shall support the implementation of our multichannel strategy and also more efficiently depict the business processes of our sales Partners», explained Thomas Berg, Head of Sales Management at Gothaer, who went on to say: «BSI CRM has a uniform user interface that integrates all contact channels and can be used on all end devices, whether PC, notebook or tablet.»

Central CRM creates a 360° customer view

Much of Gothaer’s customer data is currently stored in different sources (central system, external sales). At the present time, it is very difficult to merge this data to provide an integrated customer service. However, a complete overview is essential to service customers comprehensively and to achieve Gothaer’s multichannel strategy. That’s why each customer contact in the CRM system begins with a single view containing complete information ranging across all channels (360° customer view). All aspects of customer service are further structured with business cases that are easy to work through.

According to Thomas Berg, «the multichannel and integration capability of the software spoke for BSI CRM.» Moreover, the simple user guidance and the functionalities in the standard version were also convincing. «Independent sales representatives were involved in the evaluation process and significantly influenced the decision. Staff found their footing in the solution right away. While the system appears to be very simple, it offers comprehensive options without suffocating users with its functionalities. Employees appreciate the clear overview and that you can achieve your objective in just a few steps,» summarized Thomas Berg.