| Author | Venkatraman, Ramakrishnan |
| Note | A project study submitted in partial fulfillment of the requirements for the
degree of Master of Business Administration in Business Administration - MBA, School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | Insurance companies in Thailand are trying to move from traditional industry methods to new technologies like Customer Relationship Management (CRM) by making use of key strategic tools to make maximum profit, improve their performance & take good care of their customers.
Huge amount of money is wasted to understand people’s need and demand to understand their behavior. Companies try to implement and react to customers by using new strategies. The need and use of CRM tool helps them to understand in a more refined manner.
Investment in data related to customers & understanding their behavior has helped companies in improving their business drastically. However, the methods to carry out on information related decisions is still not widely used in Insurance sector when compared to other industries.
Customer analytics is a new concept in CRM where a number of decision making techniques are applied to make key business decisions. The kind of information extracted is further used for various processes like portfolio structure, campaign management, customer acquisition & retention etc through direct marketing, customer pool selection, customer relationship management etc. |
| Year | 2011 |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Gopalaswamy, Arun Kumar; |
| Examination Committee(s) | Sununta Siengthai ;Supasith Chonglerttham; |
| Scholarship Donor(s) | AIT Fellowship; |