Influence Of Customer Relationship Management Practices On The Adoption Of Innovations By Insurance Firms In Kenya

Abstract

The aim of the study was to assess the influence of Customer Relationship Management Practices on the adoption of innovations within the insurance industry in Kenya. The study utilized the survey design where both in depth open-ended questions and semi-structured questions were used to collect the data. The researcher employed census method and the target population comprised of the marketing executives or their equivalent in the 43 insurance firms in Kenya. The questionnaires were distributed to the respondents and the drop and pick method was applied. The study found out that there are various innovations within the insurance industry that have been discussed, some of which have already been taken up by some of the insurance companies. These include the use of wearable’s, IOT and smart phone apps. Others discussed herein are automation of workflow processes, machine learning and the ever changing AI innovations. The study found out that some of the factors influencing the adoption of innovations within the insurance industry in Kenya included the different models of communication and information systems used in customer relationship management, the employees’ skills and training capacities as well as the organizational culture within which the adoption of innovations takes place before it spills outside to the firm’s customers. The study recommended that several measures among them; proper inter-departmental collaboration, integration of all departmental systems to the customer relationship management systems for effective customer experiences be implemented. Facilitation of regular employees training in database management, requisite employees skills in terms of communication and customer service and participation of team activities which promote a healthy organization’s culture conducive for timely adoption of innovations for the firms growth and prosperity were also recommended.