Research On Customer Relationship Management In Insurance Enterprises Based On Customer Value

As we have entered into the 21st century, the theory of CRM—Customer Relationship Management has become one of the hotspot issues that lots of global enterprises pay attention to. CRM is not only an idea of administration, but also an application of technology systems. CRM has being become the important way of modern Insurances building a competitive advantage.But, there is a long distance between the actual results of CRM construction and the goal of maximizing customer value. This has become the bottleneck problem of the Chinese insurance enterprises.The thesis researched the target of CRM from the angle of maximizing the realization of customer value. We detailed analyzed the problem that how to carry out CRM activities validly and how to combine the goal with them in order to maximize the realization of customer value.We theoretically analyzed two section from the framework of the whole idea on paper. First, we deeply researched customer value which included Customer Delivered Value (CDV) and Customer Lifetime Value(CLV) in insurance enterprises from building the model of it. Then we deeply analyzed three important elements of the model. We brought up the evaluation system of CLV based on the model of the customer value. Second, we discussed the issue that how to carry out CRM activities in the insurance enterprises by means of PDCA cycle tools to realize the maximizing of customer value. In this phase, we designed the Balanced CRM Score Card of the Insurances to plan strategic of CRM and evaluate the performance of CRM.And we discussed the problem how to subdivide customers based on the evaluation system of CLV and how to select and execute the strategy of CRM in order to realize the maximization of customer value. Meantime, we tried to use the method of factor decision tree to discuss the problem of customer churn in insurance enterprises. The idea of PDCA cycle run through the whole practice of CRM, so we designed the flow sheet of the insurance enterprises'CRM so as to vivid reflect the whole activities of CRM.Finally, we made an example of PICC Property and Casualty Company Limited of wuxi. We made some research on CRM of this company in order to deal with the problem which effect the maximization of customer value in the course of carrying out CRM.