Customer Experience Management – Eine qualitative Studie zur Umsetzung in der Versicherungsbranche

Customer experience management has recently received increased attention in both the consumer goods and service industries. The relevance derives in part from the changed consumer behaviour and the increased customer expectations as an outcome of digitalization. Researchers are also increasingly focusing on the management approach, although its implementation by insurance companies has not yet been investigated. This paper therefore examines the status quo of customer experience management in the insurance industry in the form of a qualitative study. NÜRNBERGER Versicherung serves as a case study here. Since 2016 the company has been implementing a customer experience management system for its private customers and has already taken a large number of steps to better understand the needs and demands of its customers in order to offer them an optimal customer experience in every phase of the customer relationship thus contributing to an improvement in customer satisfaction.