Research On Service Innovation Of High Net Worth Customers

Compared with ordinary residents,high-net-worth individuals have higher requirements for services.For high-net-worth individuals,how to diversify asset allocation to diversify risks is particularly important in the general situation of RMB depreciation.For insurance companies that focus on high-net-worth individuals,innovative services are urgently needed to better satisfy these high-net-worth customers.Company A currently serves a large number of high-net-worth customers,and high-net-worth customers have a higher demand for services.The insurance industry itself attaches great importance to service.For high-net-worth customers among them,the quality of service of an insurance company directly determines whether the customer will choose an insurance product and continue to renew it.Therefore,for company A,it is necessary to conduct in-depth research on the service of high net worth customers.The insurance industry itself has the phenomenon of service homogeneity.At the same time,under the pressure of external competition,ZH insurance companies urgently need service innovation under industry competition to better serve high-net-worth customers,thereby increasing the satisfaction and loyalty of high-net-worth customers To increase product sales.Combining the service-oriented characteristics of the insurance industry,this article takes ZH insurance company as an example to help insurance companies better serve customers through service innovation.Facing the real dilemma of ZH insurance company's service innovation bottleneck,guided by theory,following the law of innovation,with the help of tracing the source of service innovation,the review and exploration of theoretical development and the evolution of the times,a set of services that fit the characteristics of the times and the reality of the company are proposed Innovative suggestions,and strive to provide scientific and reasonable decision-making suggestions for leadership decisions.Through investigation and analysis of the characteristics of high-net-worth customers,analysis of ZH insurance company's high-net-worth customer service issues,and suggestions on innovative strategies for high-net-worth customer service,help ZH insurance company improve the level of service for high-net-worth customers and better satisfy ZH insurance company's high-net-worth customers,To achieve the purpose of improving the loyalty of ZH insurance company's high net worth customers.This article adopts literature research method,theoretical analysis method,and case analysis method to study the high-net-worth customer service strategy of ZH insurance company,trying to improve the high-net-worth customer service capability of ZH insurance company.The main research content includes three aspects:(1)Analysis of the environment in which ZH insurance companies serve high-net-worth customers;(2)Investigation and analysis of service problems,satisfaction and needs of ZH insurance companies;(3)Service innovation strategies and safety measures.The main conclusions of this paper are as follows:First,from the analysis of the external environment,the macro environment provides conditions for ZH insurance companies to carry out service innovation,and the change in market demand also prompts the company to innovate in the service of high net worth customers.At the same time,increased industry competition also requires ZH insurance companies to carry out service innovations to better retain high-net-worth customers.Therefore,from the analysis of the external environment,it is imperative for ZH insurance companies to carry out high-net-worth customer service innovation.Second,from the survey results of ZH insurance company's high-net-worth customer service.At present,when ZH insurance companies serve high-net-worth customers,there are certain service problems,resulting in their service satisfaction is not particularly ideal.At the same time,combined with further service demand surveys,ZH insurance companies still need to further service high-net-worth customers Innovate.Third,ZH insurance company service innovation needs to follow the problem-solving orientation,customer satisfaction orientation and customer demand orientation.Suggestions are given from the three perspectives of service issues,customer satisfaction,and service needs as follows:(1)Customer service innovation strategies based on service issues include "building a customer-centric service concept" and "providing differentiated and personalized customized services","Increase the support of service innovation information technology";(2)Customer service innovation strategies based on customer satisfaction include "improving the convenience for customers to obtain services","establishing a rapid response mechanism for customer service",and "improving services that help solve customer problems Ability";(3)Customer service innovation strategies based on service needs include "product design for customer wealth inheritance needs","product design for customer medical institution needs",etc.Fourth,ZH insurance company's high-net-worth customer service innovation implementation and guarantee strategy includes four aspects,decibels are "service concept implementation guarantee","cultivation of service culture guarantee","service talent guarantee","service performance incentive guarantee".