Insurance Company Customers’ Demand Analysis And The Strategy Of Promoting Customers’ S Satisfaction

With the rapid development of vehicle insurance, the competition in vehicle insurance industry becomes extremely fierce. Initially, to preempt the sales channels and captive customers, the major insurance companies lower their price. However, as the insurance consumers become more mature and rational, it is infeasible for insurance companies to compete purely by cheaper price. The questionnaire survey designed by Ernst & Young in 2012 for China’s vehicle insurance customer shows that, urban residents’ income increases significantly with the rapid development of market economy in China. Further, besides cheap price, vehicle insurance customers prefer high quality service. In other words, consumers are willing to pay the necessary and reasonable cost for the satisfied service. Hence, it can be concluded that the competition of insurance company is gradually shifting from price to service. That is to say, compared with price, higher quality service is key factor for the insurance companies. The importance of service is increasingly highlighted.The improvement of service quality incorporate various comprehensive factors such as the personnel, systems, resources, service way. To A company, the most urgent currently is to innovate service and improve the customer experience by offering the specified service to meet different customers’ requirements, consequently, which can enhance the competitiveness of the company. Through Investigation by widespread customer service demand, this paper aims to realize customer service focus and find the value-added services wanted by customer. Under the condition of cost control, how to develop service improvements, improve the basis service improvement and the value-added services differently, will be critical for A company to improve customer experience and enhance customer satisfaction, strengthen its competitiveness.First, this paper introduces such aspects as the present situation background of vehicle insurance and service customer satisfaction theory, and then puts forward some problems about A company’s vehicle insurance services satisfaction. In order to determine the solution, this paper designs the customer questionnaire survey through qualitative investigation, interviews a large number of customers in Chengdu to understand customers’ needs, collects a lot of firsthand material, and determines the direction of basic service improvement and the scope of value-added services. In order to sort the various services, this paper processes the large amount of data from the perspective of basic services and value-added services, and finds the key services requirements according to the priority. Based on the analysis of data from multiple dimensions in the regression analysis, this paper determines the weights of various services in different customer groups. After confirms the critical services that should be improved for different customer groups firstly, this paper further analyzes the feasibility of these improvement, designs the service process and cost budget of each service projects, further distinguishes between the various services different customer groups, and adjusts some services whose input-output ratio are lower, although some customers have strong demand for those services.According to the investigation and analysis, this paper puts forward the service improvement strategies, and evaluates the effect of the commissioning.