The Application Of The Customer Experience On The Online Sales Channel Of Insurance Products Development

In the coming era of big data, the widespread application of the Internet provides convenient for getting the customer experience data, and also creates a kind of possibility to develop insurance products from the perspective of the customer experience. In another word, the insurance company through the network directly to communicate with the insurance customers without going through agents. The insurance company can directly grab consumers’ psychology, consumers’ behaviors as well as the individual needs of insurance products, also the information that insurance companies have obtained has feature of reliability, timeliness and effectiveness.UCD is the core of the customers’ experience theory in the insurance product development. This paper chooses a network of sales channels for the study, and the most important feature of the Internet sales channel is in need of customers taking the initiative to buy insurance products. Therefore, firstly insurance products that insurance companies developed can meet the practical needs of insurance clients; secondly insurance companies also need to make consumers get beneficial insurance experiences when they are using insurance products. Insurance companies get the result of the insurance customer experience by data analysis and then use it in the development of insurance products to meet customer needs and to make the insurance policyholders get a good experience. This paper holds that the insurance product begin to sale, which does not mean the end of the insurance product development, the very important thing that urgently need to do is continually upgrading and optimizing according to the results of insurance customers’ experience. On the one hand, the customers’ psychology and behaviors are changing with the economic and social development; on the other hand, insurance companies may not get the best design of the insurance product by using the experience results of data analysis, which need an iterative process.Based on the customers’ experience and other related theories, the paper sorted out the traditional insurance product development process.First of all,the paper pointed out the problem that all insurance companies ignore the customer experience in the development of insurance products; Second, I think deeply for this problem, analyze the natural characteristics of the network sales channel, and research for introducing the customer experience theory into the development of the insurance products on the network channel. In the article, the fifth chapter is the core part which uses key words to explain insurance products development by means of integrating the customer experience in the network channel. In the beginning of the fifth chapter, based on the customer experience research above, the experience of the insurance products’ functions can be divided into:the insurance functional experience and insurance savings insurance experience by the function of insurance products; the experience of the insurance products’ services can be divided into:the experience of insurance sales’ services, the experience of insurance maintain services, the experience of insurance claims’ services and the experience of additional services by insurance services. At the point of the contact, insurance customers can interact with the insurance companies, the insurance companies provide services, and then insurance customers get the experience from the point of the contact. Insurance companies obtain the experience data of insurance customers through a variety of effective ways and then analysis it to improve insurance products’ development and upgrade. In the fifth chapter of the second and third parts, the paper study on how to grasp the target market by researching for the customers’ psychology, insurance customers’ demand and insurance customers’ behaviors. In this section, we established the model of insurance customers, and the demand model of insurance customers, in order to make the design of insurance products meet the need of insurance customers as greatly as possible. In the fifth chapter of the fourth part, we study how to design the prototype of insurance product that is based on the customer experiences that we have mastered, and then test the prototype of insurance product. In the fifth chapter of the fifth part, we study customers’ experiences management for insurance products, and promote the insurance products to upgrading. We discuss customers’ experiences by dividing the customers’ experiences into purchase experience, service experience, and functional experience separately in this section. In last part of the fifth chapter, we get the results through analyzing the new way of developing insurance products that makes use of the customer’s way to develop insurance products. If we do like that, it will contribute to establishing the brand image of insurance enterprises, which in turn promote the sale of insurance products in the sales channel of network work. From the beginning of the Insurance product ideas to the life end of insurance products, when insurance companies is improving the customer experience, they also are continuing to promote the innovation of the insurance products, therefore, the quality of the company’s insurance business will be greatly improved, and the scale of business will obtain massive increases.