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Insurance Company MDM and CRM Implementation

An integrated Customer Relationships Management system (CRM) that focuses on the customer experience through improved customer engagement across marketing, sales, customer service, e-commerce and all other customer-facing channels has been implemented. Master Data Management (MDM) has been a critical success factor in constructing optimal customer relationship management (CRM) processes.


Azati customer is the US national leader in customized insurance, claims and patient safety & risk solutions for physicians, surgeons, dentists and other healthcare professionals, as well as hospitals, senior care and other healthcare facilities (the company name is closed by a non-disclosure agreement).


Nowadays, not even the most organized team can keep track of all the data that builds up during a customer’s experience with your organization. And if the ball is dropped at any point along the customer lifecycle, the customer can easily drop you.

That’s why a cohesive CRM system is so important for customer-obsessed businesses. By gathering, storing, and analyzing important customer metrics such as purchase history, behavior patterns, and personal preferences, your agents gain a deeper understanding of what makes your customers tick.

So the customer turned to the Azati team to implement a reliable CRM system to enhance all business processes with the customers.


As a result of IT infrastructure growth over the recent years, different company departments developed different software tools, accumulating various kinds of policyholder and prospected customer data, causing this data to be spread across multiple non- related databases, with no reliable single source of customer information. The data collected from different sources had to be manually processed, synchronized, cleaned up from duplicates, in order to run marketing campaigns and generate pipeline and forecasting reports – all manually or semi-manually, in a non-transparent manner, taking sizable amount of time for data consolidation. The company realized the need to store and maintain the current and prospected customer data in one place, and have all departments use it as their only source of customer data.


Among the obvious benefits of getting a reliable single source of current and prospected customer related information, providing better and more personalized customer service, the new CRM tool allowed the company to increase the efficiency of sales, marketing and support teams by aligning the company major business processes in one system, enforcing the employees to follow company- wide best practices and standards. With the various real-time metrics built in the tool and performance hot spots, bottlenecks became quicker identified and addressed in a timely manner preventing performance issues and shortening the sales cycles. The quality of the customer database allowed the company to measurably improve the effectiveness of targeted marketing campaigns, increasing both new business conversion and current customer retention rates.

With the CRM tool launch, several of the previously used customer- data related tools were shut down, as they were entirely covered by the new CRM tool, which allowed the company to reduce the costs on user training and software licensing. One of the replaced components was the expensive School CRM, which allowed the company to reduce the annual software licensing costs by a 6-digit number.

This was an essential tool for internal use, so positive user feedback was more important than ever. The product was well-received and resulted in a boost of productivity and marketing campaigns. As a result, we became go-to development partners and helped them deliver new projects through access to a dedicated team. From the initial launch and up to today, Azati has been gradually enhancing the CRM tool functionality, adding more features requested by the end- users to speed up their work and improve their efficiency.




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