Factors Driving Duration to Cross-Selling in Non-Life Insurance: New Empirical Evidence from Switzerland

Customer relationship management and marketing analytics have become critical for non-life insurers operating in highly competitive markets. As it is easier to develop an existing customer than acquire a new one, cross-selling retention are key activities. In this research, we focus on both car household-liability insurance products consider the time owning only single product takes before buying other at same insurer. Based longitudinal consumer data from Swiss company covering period 2011 2015, aim study factors driving duration cross-selling. Given different dynamics observed products, separately cohorts. Considering framework of survival analysis, provide descriptive statistics Kaplan–Meier estimates along major characteristics, contract history distribution channel usage. For econometric analysis duration, compare results Cox accelerated failure models. We able characterize times related behavior through several covariates. Our indicate that policyholder age, place residence, premium, number contracts held, initial access used contracting influence particular, our underline importance tied agent differences geographic region urbanicity residence. By quantifying effects above factors, extend understanding basis developing models actions companies.