A Study on the Factors Associated with the Success of CRM in the Insurance Company

This paper studied the theory and methodology of CRM for insurance business and perform empirical analysis to verify causes of success. It considered five factors as variables to explain success of CRM which are (1) Integration through the partnership among organization and members. (2) Utilization of customers' information. (3) Strategy through marketing channel and interaction with customers. (4) Investment and IT infrastructure to construct CRM system. (5) Interaction among organizations for CRM. The success is defined as four terms; effectiveness of organization, curtailment of cost, improvement of customer service and sale of insurance.