The Impact Of Digital Service Innovation On Customer Relationship Management Of Life Insurance Companies

With the improvement of the market economy,the internal competition in the insurance industry has become increasingly tense.The insurance market has passed the initial golden period and entered the buyer’s market stage.Consumers who buy insurance products gradually return to rationality and are no longer loyal to an insurance company,which increases the customer turnover rate of insurance companies.In order to ensure the stable development of insurance enterprises in the market,in the current insurance market,most enterprises maliciously exaggerate the functions of insurance products in order to obtain customer resources,overemphasize the benefits of insurance products,but neglect the applicability of insurance products and the construction of after-sales service system,resulting in a sharp decline in the impression of customers on insurance companies,and the customer turnover rate increases again.The result of this management behavior that is inconsistent with the theory of customer relationship management is the loss of a large number of customers and the damage of the image of insurance companies.Only by paying attention to customer relationship management can insurance companies better integrate enterprise resources,strengthen customer stickiness and improve the business quality of insurance companies.This thesis takes the Beijing Branch of CP Insurance Company as the research object,and studies the enterprise customer relationship management on the basis of the enterprise digital service.It highlights the importance of customer relationship management for the survival and development of insurance enterprises by elaborating the background of the topic selection,the significance of the research and the research status at home and abroad.In the theoretical basis part,after reading and understanding the relevant theoretical knowledge,it introduces the overview of digital service and customer relationship management in detail.Through the fuzzy comprehensive evaluation method,it analyzes the current situation and discovered and potential problems of CP Insurance Company Beijing Branch in customer relationship management,and puts forward optimization countermeasures for the discovered and potential problems.It is hoped that through the research on the customer relationship management of CP Insurance Company Beijing Branch and the optimization measures proposed in this thesis,CP Insurance Company Beijing Branch will be able to improve its profitability in operation,be efficient and convenient in management,make a breakthrough in market share,and be more stable and efficient in customer relationship management,and truly become a leader and leader in the insurance industry.