Research On Customer Relationship Management In China Insurance Enterprises

Customer Relationship Management is designed to improve the relationships betweencustomers and enterprises, which is a new kind of business idea and management method ofcompetition. Firstly, this research makes a comprehensive summary of Customer RelationshipManagement on the basis of its theory angle, including: the producing power factors of CustomerRelationship Management;the basic theory —Theory on Customer;the definition, connotation,main characters, core thoughts and variation process of it. Secondly, this research points out thenew situation of competition among the China insurance enterprises, the features of customers ininsurance enterprises and the characters of Customer Relationship Management in the insuranceenterprises, analysing the value of Customer Relationship Management to the insuranceenterprises. Additionally it notes the Customer Relationship Management application status andproblems of China insurance enterprises, on which basis it gives a deeply analysis. Thirdly, thisresearch analyses a kind of basic model of Customer Relationship Management systems inenterprises: customers value analysis, customer satisfaction and loyalty management, DataMining, and the customer relationship management applications of Balanced Scoreboard results,on which basis it points out how China insurance enterprises makes effectively use of CustomerRelationship Management strategy and the key success factors. At last, with the example of thesuccessful implementation of Customer Relationship Management in Chinese People's InsuranceCompany, it provides theoretical and practical guidance of the implement of CustomerRelationship Management to China insurance enterprises.