Appliance Research On Customer-relationship Management Of Life-insurance Company

As China's financial industry gradually opening up and the financial controls gradually relaxed, life insurance companies faced with increasingly competitive pressure. At present, China's life insurance companies'service and customer management is still relatively weak. How to raise the level of customer relationship management and provide customers with high quality service is the most important issue to be resolved. In this paper, according to the problems China's life insurance companies faced with, I analyzed and researched the application of CRM in the life insurance company.CRM (Customer Relationship Management) is a modern management science and information technology product, which is to improve the relationship between the new operating mechanisms, management and technology. CRM in accordance with the realization of the different functions can be divided into three categories: operational, analytical and collaborative type, and the majority of China's insurance companies'CRM system is operational, the use of data warehouse and data mining technology of the analytical CRM is an inevitable trend. Customer relationship management system for China's life insurance companies mainly have the following main aspects: First, customer behavior analysis; Secondly, customer found by the use of data warehouse management; Thirdly, market assessment, the current market assessment and development of new market for insurance business strategy is key to staying power, which includes the acquisition, integration, market analysis of all relevant data.Although CRM of China's life insurance companies can have a positive impact, but because China's life insurance companies didn't rose CRM to a high degree of strategy, implementation has not fully prepared and putting too much emphasis on technology, which leading to China's life insurance companies'CRM continue to slow development. Therefore, this article in accordance with China's life insurance companies in CRM problems analyzed the needs of industry demand and organizational demand and departmental demand. I think is necessary and possible to carry out CRM because of the leaders'at all levels advanced management idea and the courage and energy to invest in this technology. In addition, the insurance industry has a more solid financial strength and is data-intensive industry compared with China's other industries. All of these factors provide the support for the development of CRM.Based on the needs analysis, this article brought up the CRM's overall objective. To realize this objective, the CRM should include the following functional modules: customer management module, sale management module, marketing module, and customer service module. After The general analysis of life insurance company's CRM, this article again take A insurance company as an example, putting CRM theory into in real life applications, analyzed basement of development the CRM and the main functional modules and database, and came to conclusion that there is time, cost and technical risk but the CRM improved the efficiency, reduced operating costs, enhanced customer satisfaction, integrated the financial system resources.To conclusion, although there are risks and difficulties when building CRM, China's life insurance companies are imperative to build a "customer-centric" customer relationship management system to enhance their core competitive strength.