Customer Analysis: Does It Help to Improve Firm Performance? Research Results from Polish Insurance Market

The paper attempts to answer the research question, whether conducting customer analysis improves the firm performance. It presents results of research among Polish insurance agents. According to its findings, conducting customer analysis positively influences the firm performance. Factors that determine the firm performance to a larger 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 the firm performance.