The Insurance Industry CRM Application

Nowadays in the 21st century, along with economic globalization and financial integration being in the process, enterprise's management pattern has been gradually transferring from extensive mode, that is "take the product and the scale as the center" in traditional meaning to intensive model, in which customer value and the enterprise profit maximization can be realized with the central meaning---"customer being the Center.Since 1980s, insurance business has realized its own restoration in the domestic market and correspondingly the insurance industry becomes one of fastest-growing sectors in China. With the speeding-up pace of opening-up in China's, especially after entrance to the WTO, China will gradually open its insurance market, China's insurance industry is faced with increasingly intense competition both from the domestic and international markets.Owing to the gradual market competition, development for new markets has become much difficult. It has become a much more essential strategy for those operators to maintain the stable client base in insurance industry. We can say that management of customer relationship has become the basic mode for corporate customers in the pursuit of effective strategy.In the present theory study for customer relationship management, it can be known that the theoretical study obviously lags behind the practice of CRM and too much energy has been put on the summary for practice of CRM and achievement of CRM atthe technical level. That is natural for us to come to the conclusion——studies onthose basic theories of CRM and those deep-driven factors which prompt CRM to its achievement would be somewhat weak. Of course, that is the key point in achieving customer acquisition and customers-reservations.With the use of empirical method, specific implementation effects have been discussed that are mainly based on cognitive knowledge for CRM in Green Life Insurance Company, the specific difficulties that exist in the implementation of CRM in Ping An Co. have been analyzed, and the forecast for the promotion of CRM has been completed. I hope with the help of this thesis, the correctness of holding customers' resources and the improvement of the market competitiveness can be realized for those insurance companies. The results for this paper are as follows :The author will make further exploration on the customer relationship theory with the present development of China's insurance and relevant analysis on the application of CRM by insurance, at the same time, the author tried to combine different theories like insurance, economics, project management together for better effects of his study. Furthermore, a more suitable set of CRM model with great feasibility, which will surely supply reference and inspirations to the domestic insurance industry, will be meant to be designedThe innovation point in this study: from the angle of study methods, this passage will give detailed study on CRM and the direction of reform of the Ping An Life Insurance Co. by adopting the analytic method for cases. For few cases of CRM being implemented in those insurance companies in our country can be found, this thesis, on the one hand, has surely enriched the theory in this part, on the other, acted as the basis for further research and application. According to the customer identification in Ping An Insurance Co., I conducted a field survey by the questionnaire method using statistical software (SPSS 12.0) analyzes the different factors affecting the life insurance companies safe performance of their own CRM efforts; Only in the way of making factor analysis, can I really realize the basic function ----the factor of "customer value" in the customer relationship management and supply the effectiveness of customer management being made by the management layers with relevant foundation.