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Abstract

The case focuses on improving customer relationships in insurance organisations. It discusses the role of call centres in improving customer relationships in insurance organisations and examines the way in which these organisations can improve the functional performance of call centres. The case also discusses the role of technology in managing call centre operations. The case is structured to enable students to: (1) understand the role of customer relationship management in the competitive business environment; (2) understand the process of call centre operations; (3) understand the role of technology in managing call centre operations; and (4) understand how call centres function. The case is intended for MBA/PGDBM level students as part of the management of insurance companies, services marketing and marketing management curricula.

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Abstract

The case focuses on improving customer relationships in insurance organisations. It discusses the role of call centres in improving customer relationships in insurance organisations and examines the way in which these organisations can improve the functional performance of call centres. The case also discusses the role of technology in managing call centre operations. The case is structured to enable students to: (1) understand the role of customer relationship management in the competitive business environment; (2) understand the process of call centre operations; (3) understand the role of technology in managing call centre operations; and (4) understand how call centres function. The case is intended for MBA/PGDBM level students as part of the management of insurance companies, services marketing and marketing management curricula.

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