Renaissance Insurance at last will implement the CRM system "really"

The Renaissance Insurance group of one of first-ever began the implementing solution Siebel Insurance based on the new version of Oracle Siebel CRM 8.0 which appeared in February, 2007. The company intends to use the CRM system for management of the client relations and reorientation of business from promotion of a universal product on the personalized approach in work with the client and use of segmentation during the developing and start new produktv.

Earlier in Renaissance Insurance company Siebel CRM system was also set, but its implementation then was not finished, and in fact a system did not cover any business process. As representatives of the Sputnik Labs company implementing this project "reported Tadviser now there is a large-scale development of the project which will cause reorientation of all business of the company".

In new release the Siebel Sales and Siebel Contact Center applications are considerably improved, and CRM technologies with support of industry specifics are also implemented. In particular, unlike the previous versions, Siebel Insurance 8.0 has additional functionality on settlement process (Claims) which optimizes a company performance with customer appeals on insured events. Besides, in the new version deeper integration of the operational level of CRM with analytical is implemented that provides timely obtaining information and effective use of client contacts.

This project will become the Russia's first implementation of Siebel 8.0. Nevertheless, the new version of a system allows to transfer the main functionality from the previous version 7.8 which is completely localized by Sputnik Labs forces. Localization of new features will be performed on the project course.

Using Siebel Insurance it is going to automate the most part of front office processes of insurance company. Except simplification of settlement process of insured events and prolongations of agreements, use of the CRM system will allow to implement own loyalty program directed to encouragement of regular customers, "cross-sellings" of insurance products, providing the loyal relation to the company. Besides, it is planned and integration with a corporate system of management of own development used for key business processes of insurance is already partially performed.

According to the data received by TAdviser, the project is expected two years. Within the first year basic processes of customer interaction will be automated: sale of policies, settlement and prolongation. Within the second year more complex problems, such as start of the loyalty program and creation of an analytical data storage will be solved. The "pilot" region selects Moscow as all changes exactly here are planned, new processes which and are automated further within implementation are projected. After "pilot" implementation a system will be step by step started in all branches that will provide unity of standards of customer service in all regions.

The algorithm of business processes of the selected CRM system is constructed on the best experience of the western insurers and in general corresponds to tasks of the company. Therefore large completions of functionality, most likely, will not be required. However the complexity of the project consists in need to reach compromise between the current processes and their desirable modification and also in overcoming "resistance" of personnel. According to project participants, "competently thought over development approach of trainings and instructions for employees, a binding of their daily duties to functionality of the CRM system" can become the solution that will allow to create comfortable conditions for work of personnel of the company.

The previous version of industry solution of Siebel Insurance 7.8 is also demanded in Russia and the CIS. From a particular, it was used by the Ingosstrakh company automating in it work more than 500 users and also Ingo Ukraine company for centralization of work of the branches.

According to Olga Naumova, the marketing director of Sputnik Labs, "the probability that the companies in which it is set and earlier version works will be passed to 8.0 it is not big yet though in the new version considerable advanced functionality appeared. The previous version of Siebel 7.8 in terms of technology do not concede new at all, and rich customization of the previous solutions slows down transition process: the best is oftentimes the enemy of the good. As shows the western experience, transition is necessary if the project of management of the client relations develops, and business tasks considerably advance the existing functionality".