A Case Study Of Customers Service In China-Life Insurance Ltd.

Under the rapid growth of Chinese Insurance market, all of the insurance companies are enhancing their abilities of scramble for customers, meanwhile the customers are requiring higher standard of the insurance production and service. It is becoming the key point of win this competition, that whether or not could a company supplies services which make the customers satisfied.One of the most important reasons, that caused the insurance companies try to improve the customer service quality, is the increasing of consumer expectation. What's more, not only in the insurance and financial industry, the companies in all kinds of industries are paying more attention to service. The heighten consumer expectation and fierce competition are the challenges that the insurance companies faced now. Customer satisfaction and loyalty has directly relationship with company profits, and high quality service could improve customer retention and re-sales.Based on a broadly review of relevant literatures on customer value theories, using a case study method, this article analyses the situation of customers flowing and satisfaction descending of China-Life Insurance company, pointing out the problems exist, analyzing the characteristics of the reality. Based on these materials, the author summarizes the reason of customer flowing that is corporate culture, the characteristics of insurance production and the industry field companies belong.From the aspect of how to rebuild a customer service corporate culture, and target on the customer satisfaction, according to the team-work theory, Deming management theory and corporate culture theory, combining the reality of China-Life Insurance company, the author propose to set up a new and feasible corporate culture and efficient work teams that fit the company's characteristics. It could bring company profits by increasing company's customer loyalty and enhancing company's competition ability.