Whilst our knowledge of Customer Relationship Management (CRM) systems continues to evolve, there
is still much to learn. This paper offers some relatively rare insights on the use of CRM systems and the
strategic impact on the processes of intermediation and disintermediation in order to improve customer
service. This research was conducted from April 2007 to 2008 using an interpretative case study approach.
The case involved working with a leading international insurance company (given the pseudonym of
INSG) and some of their intermediary customer service agents. The research highlights some design
characteristics and philosophical insights regarding CRM system approaches and also offers some useful
practical insights on the impact of CRM in changes to the deployment of some intermediaries, leading to
a process of disintermediation, in order to improve customer service. In summary, some theoretical and
practical implications are highlighted and discussed.