"Some businesses will purchase a CRM system, install in out-of-the-box, and call it good," says Samantha Chaffin, Business Development Lead at the Home Office.

 

Farm Bureau Insurance, on the other hand, has taken a different approach. "Our CRM implementation approach," Samantha explains, "is to gather feedback from users in the field about their experience with the software. Then, based on this input, we steadily make improvements and add features to meet their needs." The desired end result, she emphasizes, will be a CRM system that allows a 360° view of the customer and increases sales.

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Farm Bureau Insurance's CRM software was created by Hitachi Solutions. At its annual customer conference in Atlanta last May, Hitachi recognized the improvements Farm Bureau has made to its CRM software with a Excellence in User Experience award. Samantha and Adam Waldron, Director of Information Systems, accepted the award on behalf of Farm Bureau.

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In addition to the awards ceremony, the conference featured several sessions, workshops, and roundtables geared at using CRM in the insurance industry. Adam spoke at one panel, sharing how Farm Bureau Insurance has worked with its end users to create a customized program that adds value to their agencies.

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The conference was also an opportunity for Samantha and Adam to learn how other Hitachi customers are using CRM. "We can take what we learned and implement it in our version of CRM," Samantha says. "This can help us serve our customers even better."

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