Abstract :

Customer Relationship Management (CRM) Has Emerged As A Strategic Imperative For Life Insurance Companies Seeking To Differentiate Their Offerings Through Meaningful Customer Engagement. This Study Investigated The CRM Practices Of Bajaj Allianz Life Insurance Company And Their Influence On Customer Satisfaction And Retention. A Structured Questionnaire Was Administered To 100 Policyholders Using Simple Random Sampling. Demographic Analysis Revealed A Predominance Of Males (55%) And Individuals Aged 26–35 (38%), With 91% Holding Graduate Or Postgraduate Qualifications. ULIPs Were The Most Purchased Policy Type (37%), And Product Features, Premium Affordability, And Agent Recommendations Primarily Influenced Insurer Selection. An Omnichannel Purchase Landscape Was Evident, With Bancassurance And Mobile Apps Each Capturing 21% Of Policy Transactions. Frequency Of Interaction With Company Representatives Was Balanced Between Frequent And Occasional Contact, And Phone Calls And Emails Remained The Leading Communication Modes. Key Words:- Customer Relationship Management (CRM), Interactions, Insurance Sector.

Published:

20-6-2025

Issue:

Vol. 25 No. 6 (2025)

Page Nos:

487-495

Section:

Articles

License:

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite