Research On CRM Framework And Its Optimization In An Insurance Company Based On The Customer Equity

With the rapid development in past 20 years, our insurance industry has acquired a great deal of customer resources. However, our insurance companies have been influenced by the Planned Economy System for a long time and are unaware of the importance of service. So they ignore the management of customer resources and the application of customer value.The 21st century is an epoch of information economy, network economy and knowledge economy. The sound development of information technology and database make the insurance companies get along with customers possibility. All of our insurance companies are trying best to search the efficient "customer-centered" ways .Customer Relationship Management (CRM)just fits for the requirement and becomes the core way to improve the competition. Nowadays, almost all of our insurance companies have begun to apply CRM system. The applications of CRM system have achieved some good effects. But the use is not very deep, and it is only at the stage of data gathering. And during the application, there is a big gap between the planned target and actual implement.The paper introduces CRM system and its application in the insurance industry. The author believes that the key is to frame and rebuild CRM system based on the optimization of the customer equity. Paper takes the case of China Life( Tianjin Branch ) CRM system as example , analyzes the weakness of the current system and builds a new VIP CRM system.Besides,the author analyzes the prospective effect and gives some suggestions of difficulties actual implement ,in order to keep the CRM program working effectively.