Crm-based The Xt Life Insurance Company Marketing Model Study

By analyzing current customer relationship management (CRM) situation of XT life insurance Company to know the main defect is how to integrate CRM system with management methods. In this paper a marketing model on CRM has been designed to dissolve this problem. It will direct the CRM practice and enhance the company's customer satisfactory and faith, so to improve the effect of CRM.Directed by current CRM theory, an empirical study of XT Life Insurance Company has been completed. It has been found that the effective utilizing CRM system is indispensable to XT Life Insurance Company customer relationship management. Therefore firstly the CRM system of XT Life Insurance Company was integrated and three core theories (customer, relationship, management) were deeply and detailed study. By doing it, XT Life Insurance Company marketing model, including two parallel dividend models---marketing business model and relationship established model. Marketing business model was designed eight stages, including looking for, analyzing, affirming, demanding, planning, implementing, controlling and evaluating. Relationship established model was designed four stages, including discovering, communicating, developing and improving. These two models have linked customer relationship with marketing business process, so marketing management can conduct circling with CRM's idea. In addition, for increasing controlling performance the value index of customer relationship was put forward. At last fuzzy assessment in system engineering of marketing model was completed to value the designer. The final conclusion is marketing model on CRM system can deal with company customer relationship management well. It coordinated technology utility with management method. It makes two no distance, so the applying value is tremendous.