A Study On The Existing Problems And Its Improvement Countermeasures In Customer Relationship Management Of Life Insurance Companies

Within China’s joining of WTO and the insurance market opening up to foreign countries,competition in the market became increasingly fierce.How to maintain the advantages in the fierce domestic and foreign competition so that our domestic insurance company should pay attention to becomes the hot issue.Customer Relationship Management is an effective way to enhance the core competitiveness of modern enterprises and an important method for insurance companies to enhance their comprehensive strength and gain profits.Firstly,this essay focused on analyzing the connotation and theoretical basis of customer relationship management and established a theoretical foundation for the writing of the article.Secondly,this essay summarized the current situation of customer relationship management in the Si Chuan Branch of the Pacific Insurance Company(hereinafter referred to as the Si Chuan Branch of Pacific Life),and analyzed the outstanding problems that exist in the process of customer relationship management(CRM).Finally,to solve these problems,this essay put forward the concrete countermeasures for the improvement of the customer relationship management in the Si Chuan Branch of Pacific Life.According to analyze customer relationship management through the case as the Si Chuan Branch of Pacific Life,it proposed the improvement strategy of corporate customer relationship management,aimed at promoting the development of the Si Chuan Branch of Pacific Life’s customer relationship management,and provide theoretical reference for customer relationship management of the insurance industry.This essay is divided into five chapters,which are as follows:Chapter one,introduction.This chapter introduced the background of customer relationship management in the current social and economic situation,and it also analyzed the practical significance of applying customer relationship management based on practical perspective,summed up the research results in the country and abroad,expounded the main content of the research and writing methods.Chapter two,the basic overview of customer relationship management.This chapter summarized the origin and development of customer relationship management,illustrated the definition and connotation of the customer management,explained its core components and main ideas,deeply analyzed the theoretical basis of customer relationship management,and to set up the theoretical foundation for the study of the following chapters.Chapter three,the current situation and main problems of CRM the Si Chuan Branch of Pacific Life,explaining the basic situation,organizational structure,customer structure and characteristics of the Si Chuan Branch of Pacific Life.The current situation of the current customer relationship management in the company is analyzed,and the prominent problems in the process of CRM are analyzed at last.These issues mainly include:the customer relationship management system is not functional,customer relationship management process and organizational structure are incomplete,the lack of leadership support for customer relationship management,customers and employees lack the initiative to participate in customer relationship management,the product strategy is too light to protect the premium,the salesman does not deeply understand the connotation of customer relationship management,the data quality in customer relationship management system is low.Chapter four,the Si Chuan Branch of Pacific Life’s improvement countermeasures.Aiming at solving outstanding problems existing in the customer management of the Si Chuan Branch of Pacific Life,the chapter put forward the following perfect countermeasures: work out overall objectives and overall plan for customer relationship management improvement,create and use customer identification systems,foster long-term and stable customer relationships,improve the customer value of high-end customers,establish effective prevention of customer loss mechanism,etc.Chapter five,concludes the conclusion of the study.The conclusions of this essay are summarized to further refine the research viewpoints of this study.At the same time,it points out that the research in this essay is insufficient,which indicates the direction of the follow-up research and promotes the improvement of the research conclusion.