Research On The Improvement Of Telemarketing Customer Relationship Management Of CIGNA & CMB Life Insurance Co.,Ltd

In recent years,with the rapid development of China’s economy,China’s insurance industry has maintained a sustained and rapid development trend.At the same time as the market scale continues to expand,market competition is becoming increasingly fierce and insurance regulations are becoming more stringent.To meet various challenges,insurance companies hope to enhance their core competitiveness through customer relationship management.As a life insurance company whose main business is telemarketing,CIGNA & CMB has maintained a high customer churn rate while its premium income has been increasing.In 2018,the company’s sales rate of electronic insurance policies continued to be 67.7%,and the high turnover severely restricted the company’s development.Behind it is the reduction of customer satisfaction and loyalty,which is the concentrated manifestation of problems in the process of establishing,maintaining and saving customer relationships.The thesis focuses on the customer relationship management of CIGNA & CMB Telemarketing,and uses relevant theories of customer relationship management to obtain real and detailed information through in-depth interviews,questionnaire surveys and back-end data analysis.Apply professional analysis tools and methods to deeply analyze the problems and reasons of telemarketing customer relationship management,and propose corresponding improvement strategies.First of all,analyze the business situation and customer base of telemarketing customers,and grasp the overall characteristics of lost customers and existing customers.Then analyze the process of establishing,maintaining and rescuing the customer relationship of telemarketing,and find out the main problems in the customer relationship management process.Then,through the customer churn interview and retained customer questionnaire survey,identify the main reasons for customer churn and the key factors that affect the net recommendation value,and explore the real reason behind the problem of customer relationship management.Finally,it puts forward customer relationship management improvement strategies and implementation guarantees.The thesis research proposes to build a unified customer resource database to achieve data sharing between departments;build a multi-dimensional customer segmentation system to identify differences in customer needs and values;implement cross-platform and multi-channel customer interaction management,and open up customer communication barriers between platforms;Improve customer care mechanism,implement differentiated customer care for different customer groups;establish a customer churn prevention mechanism to achieve early warning management of customer churn;build a customer net recommendation value(NPS)system,and integrate customer experience management into customers’ daily operations;Structure key business processes to achieve the integration of customer relationship management in business processes;restructure the customer relationship management organization to establish a customer-centric process-oriented organization;improve the customer relationship management system to achieve the connection of the underlying data and business processes between the nine systems Coping strategies.It helps to improve the level of customer relationship management of China Merchants Cigna Telemarketing,reduce the churn rate of customers,enhance the core competitiveness of the enterprise,and achieve double growth in premiums and profits.