The Research On Customer Relationship Management In Life Insurance Company

China’s life insurance market has the characteristics of fast development, greateconomic capacity and customer number, diversity of customer ‘s life insurancedemand, but China’s insurance market is still in the primary stage of development,insurance depth and density is far lower than the developed countries, there iscustomer relationship management system construction of domestic life insuranceindustry remains to be further perfect, customer relationship management systemlack of innovation, resource sharing and technology development of customerrelationship management is not the important issues in the credit crisis and theinsurance industry.In the increasingly fierce competition in the market, the insurance companyneed to create a different traditional sales model of customer relationship caneffectively keep core competitive ability of the enterprise, therefore the insurancecompany’s customer relationship management is very important. Customerrelationship management (CRM) is a kind of new information system platformwhich aim to improve relationship between company and customer communication,it requires the enterprise have comprehensive understanding about the customer lifecycle stage characteristics, thus can be based on the integration of informationsystems, business processes and customer experience to quickly organize and trackand study the behavior of customer characteristics, mainly used in marketing, service,promotion, etc.In fact, not to the agent, bank, insurance and other traditional key channel forthe development of electrical sales network, with comprehensive third-party electricbusiness platform intensify cooperation, the insurance industry’s competition in thefinal analysis is competition of customer resources. Internet, mobile financial andelectricity sales market new channels has higher convenience, relatively low cost andcontrol aspects of the advantages to the customer, especially in cloud computing, bigdata, and the development of mobile Internet, the competition will be more directand intense. Integrated media reports, for example, taikang life partners includetaobao, Su-Ning YiGou, jingdong, sina finance of the third party cooperationintention is electric business platform, new changes to adapt to the life insurancemarket. Therefore, to further firmly establish a "customer-centric" concept, toestablish a comprehensive customer relationship management (CRM), in a timely manner to capture customer information, according to customer demand to provideservices to flexible, financial products is diverse, the business process is convenient,fast and efficient work efficiency of professional services, comprehensive servicelevel of ascension to eliminate the negative impact of the limited traditional businessservices.Taikang life, as a nationwide shareholding life insurance company, in2012theoriginal insurance premium income is61.57billion yuan, ranked the fifth in the lifeinsurance market, second only to China life,322.74billion yuan, ping an lifeinsurance,128.77billion yuan, Xinhua life,97.71billion yuan, China Pacific lifeinsurance,93.46billion yuan, as a representative of the domestic life insurancecompanies "second tier", taikang life has distinctive features of the Chinese lifeinsurance companies in the customer service management level. This paper aims tothrough the study of taikang life customer relationship management (CRM),extracting domestic Chinese life insurance companies in the general problems of thecustomer relationship management, and through to the taikang life the concreteanalysis on the problem of customer relationship management (CRM) and referenceat home and abroad on behalf of the board of the successful experience of the lifeinsurance company customer relationship management (CRM) and practices, andthen puts forward the targeted customer relationship management policyrecommendations, to improve the level of taikang life customer relationshipmanagement and optimization of Chinese life insurance enterprise customerrelationship management system has certain practical significance.