Customer Analysis and Firm Performance in the Polish Insurance Market. Perspective of Customer Profitability and Lifetime Value
Customer Analysis and Firm Performance in the Polish Insurance Market. Perspective of Customer Profitability and Lifetime Value

Summary/Abstract: The paper attempts to answer the research question whether conducting customer analysis improves firm performance. It presents results of research among Polish insurance agents. According to its findings, conducting customer analysis is positively correlated with firm performance. Other factors that determine firm performance to a large extent are related to economies of scale and established competitive position (i.e. co-workers, low perception of risk related to other channels, agents’ reputation). The use of dedicated CRM software does not influence firm performance. The research results are discussed with the perspective of customer profitability and customer lifetime value.

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