Changing a customer management model from a disintegrated, reactive model to a coordinated, proactive one Challenge A Spanish insurer needed to change its customer management model, from a disintegrated, reactive model, to a coordinated, proactive one. Approach We started with an analysis of the current situation. For that, we thoroughly evaluated the current model of customer management in the company per client typology, for the main interactions. We also assessed the knowledge management capabilities in the company, and finally defined new segments according to value, loyalty, etc. We then started to analyze the contact management processes. In that respect, we defined the main processes needed to develop new service proposals for the client according to its value. We then developed the

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