A Life Insurance Company Customer Relationship Management Research

With the accelerating economic transformation and the increasingly clear trend of population aging,people pay more and more attention to the problem of personal health and pension,the life insurance market in China has been greatly developed.The life insurance products are getting more and more favor from consumers,more and more enterprises involved in the field of life insurance.So for life insurance companies,they will face more and more challenges to maintain and enhance their market share.In this case,getting more customers and maintaining existing customers is an important part of life insurance business development and customer management,all of which depend on customer relationship management.However,in the domestic change of life insurance market,the concept and practice of customer relationship management of life insurance companies are not enough to guide the practice,which greatly hinders the further development of domestic life insurance company customer relationship management.Therefore,it is of great significance to a healthy and sustainable development of China's life insurance industry by applying the theory to the practice of customer relationship management of life insurance companies,which is combined with the actual research of enterprises.Based on the above research situation,this paper takes A's life insurance company's customer relationship management as the research object,and uses the literature research method,the case analysis method and the analysis summary method,combined with the customer relationship management SCOPE model,analyzes the current research situation of the domestic and foreign life insurance companies'customer relationship management.This paper illustrates the concept and connotation of customer relationship management and analyzes the main factors that affect customer relationship management,summarizes some basic theories in the field of customer relationship management of life insurance.By studying the advanced experience of the domestic and foreign life insurance companies' customer relationship management,this paper provides a theoretical basis for analyzing the customer relationship management of A Life Insurance Company.On the basis of this,the article introduces the basic situation of A life insurance company from the background of A life insurance company,product management information and organizational structure,and analyzes the customer relationship management of A life insurance company from structure and content.The paper also points out the following problems:the imperfect customer relationship management system,the unfit organizational structure to the needs of business development,the lack of product and service innovation,the lack of research and analysis of customers,the poor comprehensive quality of insurance agent and so on.In view of these problems,this paper puts forward the guiding ideology of customer relationship management optimization of A life insurance company and the specific improvement strategy,which is to optimize the customer relationship management information technology system,customer relationship management organizational structure reconstruction,to strengthen product and service innovation,to organize the professional data analysis team,to strengthen customer relationship management team construction and so on.To ensure the smooth implementation of the above program,the article proposed that A life insurance company from the culture,organization,capital and information,human resources in four areas to guarantee.In the cultural aspects,the construction of "customer-centric" corporate culture and "learning" corporate culture;in the organization aspects,access to high-level leadership support,the establishment of a stable project team;in the funds and information security,to provide adequate financial security and comprehensive information security for customer relationship management;in human resources protection,to strengthen staff training,design a scientific incentive system,so as to ensure that A life insurance company's customer relationship management optimization strategy can be implemented smoothly.This study has enriched the theory of customer relationship management of life insurance company in theory,and systematically analyzed the customer relationship management of China's large life insurance company represented by A life insurance company,and pointed out the improvement program aiming at the problems existing in the practice of such enterprises,which has a certain reference value for the domestic life insurance company customer relationship management.