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First, however, a preliminary analysis and segmentation of customers in the form of customer clustering based on structured data according to sales success is advisable in order to check which investment is actually appropriate. Depending on the result, the type and intensity of the personalized customer approach can be derived. Churn prediction approaches and the individual risk assessment of insured persons help in deciding at the customer interface how intensive the approach should be. Insurers can adapt their activities to best reduce the cancellation and termination rate or reduce resources for customer retention if the investment is not worthwhile.

The “next best action” approach attempts to derive the next possible or next best action based on previous customer behavior and thus to propose targeted marketing measures. If the “next best action” approach is transferred to the insurance industry, it results in a holistic needs analysis based on product forecasts for certain phases and events in the life luxembourg consumer email list of the insured. If the customer has reached a certain age and/or experienced a decisive moment - such as starting a career, getting married, building a house or having a child - their individual insurance needs change or expand at and from that point on. The insurer thus acts more as an active service provider and gives the customer a feeling of ongoing support and security.

The key to a harmonious and needs-based approach to customers is the cross-sector connection of information and the creation of models from which decisions are derived.

Then take a look at our previously published blog posts.



Jan Jungnitsch is the Competence Center Manager in adesso's insurance division. Jan brings his experience as a project manager and requirements engineer to cloud-based projects in various projects. He also supports sales processes related to digitalization topics.



Ann-Kathrin Bendig is a senior consultant in the insurance sector at adesso. She has been active in the insurance industry for ten years and has extensive knowledge of internal processes and customer services. She manages projects in the role of requirements engineer, business analyst, software tester and project manager.