Research On The Application Of Customer Relationship Management In Life Insurance Companies

During the period of 12 th Five-Year,the national economy has developed rapidly,and the insurance consciousness of residents has been increasing,the insurance industry has achieved rapid growth.At the same time,many problems have also been exposed.In order to enhance the image of insurance industry,improve the operation efficiency of insurance companies,enhance the competitiveness of insurance companies and improve the sustainable development ability of insurance industry,regulatory departments and insurance companies pay more and more attention to the establishment and improvement of customer relationship management system.Pacific Life Insurance Company is the earliest implementation of the domestic life insurance company customer relationship management of the enterprise,although early start,but still with advanced foreign life insurance company there is a certain gap,and to the branch also exposed many problems in the landing,needs further optimization and improvement.This article starts from the research on customer relationship management of the life insurance company's background,purpose and significance,based on reading a lot of literature of customer relationship management on the basis of customer relationship management theory,analyzes the present situation of Beijing branch of Pacific Life Insurance Company customer relationship management and the existing problems:1)Although the strategic transformation takes the customer as the starting point,the actual operation still takes the expense as the goal,reflecting the company's business philosophy still exists problems;2)the quality of the agents is uneven,the large-scale import and export,frequent flow caused serious service deficiencies and misleading,and the advanced concept of customer relationship management has a profound contradiction;There are some problems in CRM system,such as untruthful customer information,incomplete customer information and missing data migration process.4)There is no standard normalization of customer service landing mechanism;5)the refined operation of stock customers needs to be improved.The life insurance industry with reference to foreign advanced experience,combined with the actual situation Pacific Life Insurance Beijing branch,the company customer relationship management 7 improvement measures: 1)Rebuilding the strategic position and landing guarantee of CRM,focusing on setting up performance appraisal related to customer operation and matching the inclination of resources related to human and financial resources;2)Improving business from three aspects: strictly checking the source of manpower introduction,strengthening professional training after manpower introduction,and strengthening assessment after formal employment.3)Perfect customer relationship management system and solve all kinds of problems in the system in time from many aspects,such as solving data transmission problems between systems,improving the user interface of the terminal system,collecting complete customer information,trying new customer right confirmation mechanism,developing a customer one account system;4)Formulate standardization.Customer service strategy,mainly to establish a normal customer contact service;5)using big data cloud computing and other new technologies to carry out accurate marketing;6)further strengthen the layered management,especially strengthen high-end customer service;7)to carry out innovative customer service projects such as workplace development and community development.According to the Beijing branch of Pacific Life Insurance Customer Relationship Management for the study of life insurance industry,not only help to reduce transaction costs,to achieve service differentiation,enhance customer satisfaction and loyalty,enhance the company's capacity for sustainable development,at the same time,for the construction and optimization of the national life insurance industry,the customer management system to enhance the level of customer service,enhance the whole industry insurance the image of the industry is of great realistic significance.