Kundrelationer på Internet : en utveckling av Skandias webbplats
This study is made in cooperation with the insurance company, Skandia. Skandia is a part of Old Mutual group's Nordic division and is one of Swedens largest insurance companies with a total of 1.9 million customers. The company offers traditional life assurance, unit-linked insurance, private health...
| Main Author: | |
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| Format: | L3 |
| Language: | Swedish Inglés |
| Published: |
SLU/Dept. of Forest Products
2008
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| Subjects: |
| _version_ | 1855572024466866176 |
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| author | Skoglund, Malin |
| author_browse | Skoglund, Malin |
| author_facet | Skoglund, Malin |
| author_sort | Skoglund, Malin |
| collection | Epsilon Archive for Student Projects |
| description | This study is made in cooperation with the insurance company, Skandia. Skandia is a part of Old Mutual group's Nordic division and is one of Swedens largest insurance companies with a total of 1.9 million customers. The company offers traditional life assurance, unit-linked insurance, private healthcare insurance and banking services. Insurance companies such as Skandia operate in a highly competitive environment. Due to this, Skandia wants to expand the contact with some of their customer base, particularly those that they have very little contact with today. Skandia wants to use their homepage, Skandia.se, as a communication platform with these customers.
The contemporary literature emphasises the need to involve customers in design and decision making, the main purpose with this dissertation is therefore to identify and assess the customers' needs for a possible future IT communications platform. This essay reviews how the homepage should be remodelled in order to fulfill the consumers' needs. It also reviews what factors could influence customers to visit the webpage more regularly as well as make them feeling more secure with buying insurance at Skandia.se. The research question is therefore formulated as follows: How can Skandia build customer relations through the Internet?
This thesis focuses on customers within the segment Skandia terms Base customers, whom Skandia has the least contact with today. Data collection focused on the subsegment called Workinglife, which are persons in the age of 25-50 years.
Semistructured qualitative interviews with six customers, of different age and gender, within this subsegment were made. A breakdown of these interviews can be found in chapter five, where the results of the study are presented. This disseration used the relationship marketing field as a theoretical framework, particularly focusing on Prahalad and Ramaswamy's (2004) concept of co-opting customer competence. Applying this coopting perspective to design of consumer insurance delivery services is a novel contribution of this work.
The main conclusion is that Skandia needs to simplify significantly both its homepage layout and product descriptions. Customers feel highly insecure about the nature of the insurance products and the differences between the Skandia insurance company and another subsidiary company in the group called Skandiabanken. This insecurity leads to a feeling of insecurity buying insurances or collecting information at Skandia.se. There are many questions concerning the products that customers always wants to clarify before they make a purchase. A possible solution to this problem is that the future Skandia homepage enables much more interactivity, which is something that the literature also advocates. Possible ways to do that are presented. In chapter seven there are also some suggestions on how Skandia can develop its webpage by integrating the customers in the product development process. The proposals arise partly from suggestions from the interviewed customers, partly from the literature theory. This chapter also includes suggestions for improvement based on the research. A general but very central conclusion is that if Skandia wants to build customer relations over the Internet, it must focus on achieving simplicity and interactivity. |
| format | L3 |
| id | RepoSLU12228 |
| institution | Swedish University of Agricultural Sciences |
| language | swe Inglés |
| publishDate | 2008 |
| publishDateSort | 2008 |
| publisher | SLU/Dept. of Forest Products |
| publisherStr | SLU/Dept. of Forest Products |
| record_format | eprints |
| spelling | RepoSLU122282017-11-02T09:08:00Z Kundrelationer på Internet : en utveckling av Skandias webbplats Customer relationships through the Internet : developing Skandia's homepages Skoglund, Malin relationsmarknadsföring kundrelationer försäkringsbranschen This study is made in cooperation with the insurance company, Skandia. Skandia is a part of Old Mutual group's Nordic division and is one of Swedens largest insurance companies with a total of 1.9 million customers. The company offers traditional life assurance, unit-linked insurance, private healthcare insurance and banking services. Insurance companies such as Skandia operate in a highly competitive environment. Due to this, Skandia wants to expand the contact with some of their customer base, particularly those that they have very little contact with today. Skandia wants to use their homepage, Skandia.se, as a communication platform with these customers. The contemporary literature emphasises the need to involve customers in design and decision making, the main purpose with this dissertation is therefore to identify and assess the customers' needs for a possible future IT communications platform. This essay reviews how the homepage should be remodelled in order to fulfill the consumers' needs. It also reviews what factors could influence customers to visit the webpage more regularly as well as make them feeling more secure with buying insurance at Skandia.se. The research question is therefore formulated as follows: How can Skandia build customer relations through the Internet? This thesis focuses on customers within the segment Skandia terms Base customers, whom Skandia has the least contact with today. Data collection focused on the subsegment called Workinglife, which are persons in the age of 25-50 years. Semistructured qualitative interviews with six customers, of different age and gender, within this subsegment were made. A breakdown of these interviews can be found in chapter five, where the results of the study are presented. This disseration used the relationship marketing field as a theoretical framework, particularly focusing on Prahalad and Ramaswamy's (2004) concept of co-opting customer competence. Applying this coopting perspective to design of consumer insurance delivery services is a novel contribution of this work. The main conclusion is that Skandia needs to simplify significantly both its homepage layout and product descriptions. Customers feel highly insecure about the nature of the insurance products and the differences between the Skandia insurance company and another subsidiary company in the group called Skandiabanken. This insecurity leads to a feeling of insecurity buying insurances or collecting information at Skandia.se. There are many questions concerning the products that customers always wants to clarify before they make a purchase. A possible solution to this problem is that the future Skandia homepage enables much more interactivity, which is something that the literature also advocates. Possible ways to do that are presented. In chapter seven there are also some suggestions on how Skandia can develop its webpage by integrating the customers in the product development process. The proposals arise partly from suggestions from the interviewed customers, partly from the literature theory. This chapter also includes suggestions for improvement based on the research. A general but very central conclusion is that if Skandia wants to build customer relations over the Internet, it must focus on achieving simplicity and interactivity. Detta arbete är utfört i samråd med försäkringsbolaget Skandia. Skandia ingår sedan 2006 i koncernen Old Mutual och är en del av deras Nordiska division. Skandia är ett av Sveriges största försäkringsbolag med totalt cirka 1.9 miljoner kunder. Företaget erbjuder traditionell livförsäkring, fondförsäkring, privatvårdsförsäkring samt banktjänster. Skandia, såväl som andra försäkringsbolag, befinner sig i en mycket konkurrensutsatt bransch. Med bakgrund i detta vill Skandia knyta kunderna närmare företaget och framförallt utöka kontakten med de kunder de har minst kontakt med i dagsläget. Företaget vill använda hemsidan i kommunikationen med dessa kunder. Huvudsyftet med denna undersökning är därför att identifera samt bedöma de behov kunderna har för att i framtiden kunna använda Internet som främsta kontaktkanal med företaget. Vidare skall uppsatsen undersöka hur sidan bör vara utformad för att tilltala konsumenterna samt vad som skulle kunna få dem att besöka hemsidan regelbundet och känna sig trygga med att köpa en försäkring på Skandia.se. Problemformuleringen är därför utformad på följande sätt: Hur bygger Skandia kundrelationer via Internet? Arbetet avgränsas genom att endast behandla Skandias baskunder, vilka de har minst kontakt med i dagsläget. Under datainsamlingen avgränsas arbetet ytterligare genom att endast intervjua kunder inom undergruppen till baskunderna; Arbetsliv vilket innefattar personer som är mellan 25-50 år. Metoden som använts är semistrukturerade kvalitativa intervjuer med sex baskunder av olika kön och åldrar. En sammanställning av dessa intervjuer finns i kapitel fem, där resultatet av studien är presenterat. De olika teorier denna uppsats har sin grund i är framförallt relationsmarknadsföringen samt Prahalad och Ramaswamys (2004) teorier om hur ett företag kan använda kunderna i produktutvecklingsprocessen. Dessa två delar, teori och empiri är analyserade i kapitel sex. Den främsta slutsatsen av arbetet är att Skandia måste förenkla både hemsidan samt produktbeskrivningarna. Kunderna känner en stor osäkerhet framförallt gällande produkterna samt skillnaden mellan Skandia och dess dotterbolag Skandiabanken. Denna osäkerhet leder till att de i dagsläget inte känner en trygghet med att köpa försäkringar eller hämta information på Skandia.se. Det finns för många frågetecken vilket leder till att kunderna vill prata med någon på företaget innan de genomför ett köp. En tänkbar lösning på detta problem är att öka interaktionen på hemsidan, något även teorin förespråkar. Tänkbara sätt att göra detta på finns presenterade på sidan 12. I kapitel 7 finns även förslag på hur Skandia kan förbättra hemsidan samt fortsätta med att integrera kunderna i produktutvecklingen. Förslagen kommer dels från kundintervjuerna, dels från teorin. Avsnittet innehåller förslag på förbättringar baserat på undersökningen. En generell men mycket central slutsats är att om Skandia vill bygga kundrelationer via Internet, måste enkelhet och interaktivitet stå i fokus. SLU/Dept. of Forest Products 2008 L3 swe eng https://stud.epsilon.slu.se/12228/ |
| spellingShingle | relationsmarknadsföring kundrelationer försäkringsbranschen Skoglund, Malin Kundrelationer på Internet : en utveckling av Skandias webbplats |
| title | Kundrelationer på Internet : en utveckling av Skandias webbplats |
| title_full | Kundrelationer på Internet : en utveckling av Skandias webbplats |
| title_fullStr | Kundrelationer på Internet : en utveckling av Skandias webbplats |
| title_full_unstemmed | Kundrelationer på Internet : en utveckling av Skandias webbplats |
| title_short | Kundrelationer på Internet : en utveckling av Skandias webbplats |
| title_sort | kundrelationer på internet : en utveckling av skandias webbplats |
| topic | relationsmarknadsföring kundrelationer försäkringsbranschen |