A research on customer relationship management and implementations on insurance sector in Turkey

The purpose of this study, is to reveal CRM awareness in the insurance sector and effects of CRM implementations on company perceptions in line with examining the customer relationship management (CRM) implementations in the insurance sector of Turkey.The study consists of three parts. In the first part, CRM concept has been emphasized. In the second part, marketing concept and CRM approach on Turkey?s insurance sector have been evaluated. In the third part, which is the implementation part of the study, demographical features and CRM implementations have been analysed within the framework of Turkey?s insurance sector.In accordance with the purpose of the study, survey method has been used in order to confirm whether the CRM is applied by the insurance, reinsurance and pension companies operating in Turkey and, if it?s applied, to reveal how are they affected by the results of CRM.As a result of the study, it has been determined that, generally, CRM concept is correctly understood and CRM implementations are used by the majority of the companies in the sector. On the other hand, a few of the companies which use CRM implementations just consider the CRM concept as a model which provides competitive advantage, a complaint management system or a software and use CRM implementations without realizing that the CRM is a management philosophy. Because of the fact that, CRM implementations are mostly limmited to a complaint management method or some call center implementations and the existence of insufficient training on CRM, the level of CRM knowledge in the Turkish insurance sector is not adequate.