Reengineering selling chain in Korean insurance industry: Opportunities and challenges

Abstract

Customer relationship management (CRM) practice involves reengineering of various customer-related processes. The objective of this study is to understand how the CRM system enables the business to transform its processes, especially the selling chain, into customer-centric ones. This study identifies opportunities and barriers to selling chain reengineering in the Korean insurance industry. The Korean insurance company has a unique structure composed of traveling sales people. Many of the sales are done by visiting potential customers based on personal relationships. The Korean insurance industry is facing deregulation in 2004. The uniqueness of organizational characteristics and sale culture as well as the industry future presents unique challenges and opportunities of selling chain reengineering. This study uses multiple case studies. © 2002 IEEE.