Research On Renewing Customer Loyalty Strategies Of A Life Insurance Company

The vigorous development of globalization and the rapid development of information technology have made the business environment of enterprises increasingly turbulent and complex,all of which are changing the nature and rules of competition.The advent of the customer-centric era has forced life insurance companies to seek more effective customer relationship management models for creating value.Retaining the customers that life insurance companies have acquired—renewing customers has become the most basic and primary customer management link,and is also an important business growth point for many companies.It has also become a touchstone for measuring the company’s operating level as an important assessment point.A life insurance company as a fast-growing insurance industry rookie,the renewal customer continuation rate is lower than peer competitors,becoming the management pain point and shortcoming of the company’s management and account managers.This article takes this problem as a starting point and takes the improvement of customer loyalty as a research purpose.First,it conducts a review of relevant loyalty literature and theoretically explores the most relevant analysis path: customer loyalty itself has attitude loyalty and behavior loyalty A dimensional path,a path related to satisfaction and loyalty,a path related to experience and loyalty,a path to service quality and loyalty,and a path of loyalty transmission for internal customers and employees;Conduct interviews and questionnaire surveys to further clarify the problems and possible causes;next,based on the actual conditions of the company’s customer operations,company management systems,service processes,organizational structure,etc.,using theory as the cornerstone,use inductive methods to deeply analyze satisfaction and experience,Service quality and other influencing factors,which leads to the construction of a theoretical path to enhance customer loyalty.Finally,further combined with A life insurance company to put forward rational strategies and recommendations.Based on a system perspective,this article focuses on special types of customers—renewal customers,and gives more reasonable and diversified solutions and suggestions.It has certain application value for solving business problems.The systematic solution ideas are also worthy of reference by relevant companies.