From Insurance Sales to Managing Customer Relationships

The Role of Technical Tools in the Reconstruction of an Activity
By Marie Benedetto
English

FROM THE SALE OF INSURANCE TO CUSTOMER RELATIONSHIP MANAGEMENT The role of technical tools in the reconstruction of an activity

This article recounts the history of the introduction of a commercial computing system into an insurance company, describing the way in which the corporate management and operations managers progressively constructed an 'organizational goal'? around the tool, while the sales personnel defined the rationale of its use. The article shows how much these constructions are partly based on strategic intentions and clear objectives (even if the actors do not always do what is necessary to achieve their objectives) and partly on beliefs that give the impression of decisions which sometimes correspond to no predefined objective. What is the degree of intention and rationality of decision-makers in the introduction of a technical device? What strategic capacity do users have to reconstruct or misuse a tool in relation to its original purpose?

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