Xindu Life Insurance Company. Insurance Programs, Crm Applications Research

The definition for customer asserts and the measure for customer life cycle is a kind of tool to study corporation customer value. The CLV (customer life value) is the all benefit created by a customer for company in his life cycle. The unit time profit created to the company by the customer is continuously increasing,which display the importance for keeping customers.Customer retention rate is the same as customer life distribution actually. Getting suitable function to fit the life distribution is important for the study of customer and it react as benchmarking and reference.Together with ABC analysis,it can monitor and manage the life cycle value of important customers to maximize the customer asserts.Life insurance products is a kind of invisible goods and service and it's investment is more in the earlier stage,but the profit return appears in customer stability stage.According to the research, we construct a basic framework for xindu branch of china life insurance corporation which has six sub object to realize the insurance project CRM such as:the estimation for customer life cycle, the analysis for customer asserts, customer keeping and regenerating, cross selling,append selling and customer experience. The core goal of the six sub object is to maximize the customer asserts.We choose weibull distribution as the fitting model of customer life distribution in estimating and modeling the customer life cycle.We choose ABC analysis to identify the important customers in analizing and classifing customer asserts,which provide guide and implementation plan for monitoring and managing based on CLV. In view of the present situation of the branch of xindu,we analyze the implementing type of insurance project CRM.We use mild into type plan and we also point emphases attention problem in using this system.