The Study On Customer Relationship Management Of Insurance Company

After twenty years quick development, our insurance industry have acquired a great deal of customer resources. However, our insurance companies have been influenced by the Planned Economy System for a long time and are unawared of the importance of service. So they ignore the management of customer resources and the application of customer value. Moreover, our resident's insurance consciousness is quite indifferent because of Chinese special civilization tradition, which influence the demand of insurance product. Since the market competition is becoming severe and customer's sovereignty awareness is strengthening, our insurance market quickly changes from sell- market to buy -market, and the customer resource is playing a quite important role in the market and enterprise. The traditional strategy which pays more attention to new market than the old one increasingly confronts the challenge of market. The 21st century is an epoch of information economy, network economy and knowledge economy. The quick development of information technology and database make that insurance companies get along with customers possibility. All of our insurance companies are trying best to search the efficient "customer - centered" ways. Customer Relationship Management just fits for the requirement and becomes the core way to improve the competition.Customer Relationship Management is a customer - centered business strategy, which can efficiently manage and dig the customer resource and value by the information technology. Its application can help enterprises to realize the customer - centered business mode and the management ideal which looks the customer resource as the asset. At the end of 20^th century when CRM was introduced into our country, it quickly caught our insurance industry's eyes. At 2002 the finance industry has become one of the industries which broadly apply CRM. Nowadays, almost all of our insurance companies have begun to apply CRM system. The application of CRM system have achieved some good effect.But the use is not very deep, and it is only at the stage of data gathering. And during the application, there is a big gap between the planned target and actual implement.The paper introduces CRM system and its application in the insurance industry, and the case that PICC takes use of CRM .And the author believes that the key is to realize the combination between the insurance industry and CRM system. The paper puts forward that our insurance companies should take active part in transformation such as the organization, business program and enterprise civilization.