CUSTOMER SERVICE MANAGEMENT BASED ON A MARKETING CONCEPT

Abstract

The article examines the current problems of customer service, which is a key element of increasing the competitiveness of organizations. The relevance of the study is due to the need to integrate marketing concepts into the activities of enterprises, in particular insurance companies, in order to attract and retain customers, increase profits and strengthen market positions. The article analyzes various approaches to customer service using the marketing concept, and notes that there is no single interpretation of this concept in the scientific community. It is proved that a successful marketing strategy is based on the provision of personalized service aimed at meeting individual customer needs. The article formulates the basic principles that should underlie the insurer’s marketing activities, in particular: in-depth market research, response to customer needs, introduction of innovations and influence on demand formation. The author identifies key tasks for marketing departments, such as increasing competitiveness, creating a positive image of the company, meeting the demand for insurance services and cooperation with intermediaries. Particular attention is paid to customer service management based on the concept of relationship marketing. The essence of this concept in the context of insurance services is considered, which involves establishing long-term partnerships with customers. The article analyzes modern strategies and tools, such as price marketing, online tools, loyalty programs and cross-selling, which contribute to improving the efficiency of service. The conclusions emphasize the importance of integrating a personalized approach to customer service, innovative technologies, and building long-term relationships to increase the competitiveness of insurance companies and the sustainable development of the industry.