Paper info

Digitalized interaction in corporate insurance relationships

Lars Hallén and Tomas Ullberg

The paper was published at the 25th IMP-conference in Marseille, France in 2009.

 Based on a case study of corporate insurance relationships in a Swedish insurance company, drivers and obstacles to mass-customization of insurance relationships are discussed. Characteristics of the exchanges between the insurance company and its customers are seen as important factors that lead to or impede the use of web-based services where the role of the relationship manager may be replaced by automated decision rules. An important aspect to consider is how such a development can be expected to influence the strength of the relationships. Keywords: Insurance, web-based services, adaptation, risk, relationship strength