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Skydiving Cats Broadcast Insurer’s Customer Intimacy Strategy

Folksam's invitation for customers to suggest advertisements had amusing results, but the insurer's customer intimacy is also demonstrated by its collaboration with vendor Infor to create a new Customer Interaction Hub.

Mutual insurer Folksam (Stockholm), one of Sweden's largest insurers, invited its customers to suggest advertisements, and the result was a skydiving cats ad, in which the felines devotedly spell out a customers name, as described in a Gawker article I came across (see also embedded video below). The article's author doesn't seem to understand the concept of a mutual insurer, but he or she does accurately gauge insurer's degree of customer intimacy.

Folksam's ad-collaboration is only the latest manifestation of customer-focused collaborative efforts. Next week I'll be talking to a Folksam executive about the company's collaboration with New York-based Infor to develop a new Customer Interaction Hub, which will be offered to other insurers.

The vendor describes Customer Interaction Hub as an enabler for the intelligent orchestration of customer dialogues. The co-developed system leverages the Infor CRM Epiphany Suite. Per Ardehed, head of sales, service and CRM, Folksam, says of the Hub, "The ability to strategically manage our customer interactions in a more effective and sophisticated way is a key priority.”

More about the initiative and its benefits after I talk to Folksam. In the meantime, here are the cats:

Anthony O'Donnell has covered technology in the insurance industry since 2000, when he joined the editorial staff of Insurance & Technology. As an editor and reporter for I&T and the InformationWeek Financial Services of TechWeb he has written on all areas of information ... View Full Bio

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