How can key account management (KAM) help me manage my customers faster and in a more focused way?
The brokerage business is steadily gaining importance, both in Switzerland and worldwide. More and more successful insurance providers collaborate with select partners – this is also the case for Vaudoise. The brokerage business is of enormous importance for the insurance company. In order for it to remain competitive in the future, Vaudoise contracted the Center for Industrial Marketing to further professionalize back-office and field work processes.
Vaudoise Insurance is one of the largest private insurers in Switzerland. In addition to its classic end-client business, its brokerage business is also a central pillar of the cooperatively organized insurance company. In order to maintain its position and further professionalize its activities in a rapidly changing environment, Vaudoise turned to the Center for Industrial Marketing.
To professionalize the brokerage business at Vaudoise, the Center for Industrial Marketing built upon the St. Gallen KAM concept. This has previously been tried and tested especially in processing end customers, but it also offered a valuable framework for cooperation with sales intermediaries such as insurance brokers. To adapt the concept to the specific requirements of Vaudoise, a cross-functional project team was put together. In addition, strategies were developed that allow Vaudoise as a service provider in the brokerage business to be able to offer more specific services that are tailored to the needs of the individual brokers. First of all, the new approach was implemented in one region, and then rolled out in the rest of Switzerland.
Using the adapted St. Gallen KAM concept, Vaudoise has now implemented a uniform approach to collaborate with brokers in a more targeted manner. The standardized processes help the insurance provider to gain a complete overview much faster. This enabled the company to expand its position in the brokerage business, which ultimately also benefits end clients. Furthermore, Vaudoise was able to gain new major clients thanks to the new management approach.
|The systematic professionalization of the brokerage business has helped us to concentrate the focus of our sales activities. The workshops and training sessions were very valuable for our employees, and have motivated and inspired them to achieve excellence.
Wolfgang Pfaffenbichler, Head Broker Service