The Research On Promotion Strategy For Customer Service In T Property Insurance Company Based On NPS

The 19 th National Congress of the Communist Party of China pointed out that the main contradictions in our society have been transformed into "the contradiction between the growing needs of the people for a better life and the unbalanced and inadequate development".At the same time,it put forward the conclusion that "China's economy has shifted from high speed growth stage to high quality development stage".Since the reform and opening up 40 years ago,China's insurance industry has made considerable progress,but the market competition is becoming increasingly fierce,in the transition period the insurance industry needs to change the development model as soon as possible.After the promulgation of the State Council's Several Opinions on Accelerating the Development of Modern Insurance Services,many domestic insurance companies have studied the coordinated development of "quantity and quality".More and more insurance companies have realized that only by continuously improving service quality and establishing high-quality customer reputation can they achieve sustainable development.Net Promoter Score(NPS)is based on "to what extent are you willing to recommend XX(products / services / brands)to your friends and relatives?" A statistical value obtained from this survey is used to predict whether customers are loyal to the company's products or services,whether they are willing to continue to buy and recommend,and on this basis,the depth of quantitative analysis of the data is strongly correlated with the company's operations.T property insurance companies are facing serious challenges in the fierce market competition.The main reason is the lack of "customer-centered" customer management concept and means,forming a "business without customers,simple cost-driven marketing,insufficient growth and loss coexistence" passive situation.To reverse the current adverse situation,T Property Insurance Company introduced NPS evaluation system to strengthen customer management capacity and service level,from the results-oriented evaluation of service effectiveness.The main purpose of this paper is to study the role of NPS in the service upgrading of T property insurance company,and to explore the service upgrading strategy based on NPS.By establishing the NPS system of T property insurance company,we can carry out multi-dimensional analysis of NPS value and find the pain point of customer journey.Combined with the quantitative research of T property insurance company's customer journey pain points,specific service promotion strategies are put forward.Through a series of service promotion strategies,the traditional marketing thinking focusing on products and costs has been transformed into the modern thinking of customer life cycle management focusing on customers and services.The transformation from policy management to customer management,from extensive marketing at a single cost to accurate marketing with customer satisfaction and from passive marketing inertia has been realized.The exhibition should be transformed into active connotation development,further consolidating the market position and narrowing the gap with the main competitors.This paper has practical value to the service marketing improvement strategy designed by T property insurance company,and has practical guiding significance to the transformation and development of automobile insurance industry.The introduction of NPS will urge T property insurance company to devote itself to the construction of a first-class service marketing system.Through a series of service promotion strategies,transform the traditional marketing thinking focusing on products and costs into the modern thinking of customer life cycle management focusing on customers and services,and transform from policy management to customer management,change from extensive marketing to customer satisfaction and precision marketing,passive development of the market inertia to active connotation development,further consolidate the market position and narrow the gap with the main competitors.This paper has practical value to the service marketing improvement strategy designed by T property insurance company,and also has significant guidance to the transformation and development of automobile insurance industry.