Customer centricity at Allianz: marketing orientation in a service industry

The case study’s objective is to provide a description and a deep analysis of the marketing research tools and techniques available to understand in general customers’ value in the service industry (facing the value analysis for the customer issue in order to support strategic marketing decisions) and useful to reach objectives strictly related to the usage of these tools in order to: launch new products/services, testing advertising and products’ concepts analysis. The nature of the case is principally descriptive: it uses Allianz perspective to broadly examine and represent the scope of marketing research tools and techniques. Thanks to the picture drawn on marketing research issue students can learn from and analyze the best practices of Allianz (the first mover in the service industry for what concerns the usage of marketing research tools and techniques). The Allianz case is an example on how, also in the service industry, customer centricity is acquiring constantly an increasing importance. In the past, the industry had a guaranteed customer base which was determined by the need to buy products required by law. In recent years the trend has shifted and evolved: the market became more competitive and customers have become more aware and informed