Crm In The State-owned Insurance Companies In The Study

This article gives out a brief introduce on the basis theory and related ideas and the function modules of CRM(Customer Relationship Management), On this basic, the article analyzes the market position and competitive power of the state-owned insurance enterprise, and points out the necessity and the feasibility of the state-owned insurance enterprise to carry out the plan of CRM. It puts forward the function requirement of the state-owned enterprise on CRM. It further analyzes the limitation of the currently management of the state-owned insurance enterprise' in the application of CRM, and discusses how to overcome the limitation. In the end the article sums up the basic steps and key factors on how to implement CRM in state-owned insurance enterprise successfully.The article focuses on the problems of the business procedure, the organization structure, the human-resource and the enterprise culture in the course of carrying out the plan of CRM in state-owned insurance enterprise. It further analyzes the reason of occurring these problems and gives some advices on resolving them. It also discusses the function demand to the BI(Business Intelligence) module, CC(Call Center) module etc in the integration solution of CRM according to the character of the state-owned insurance enterprise. In the end, aiming at the internal character of state-owned insurance enterprises, the article summarizes the basic steps and key factors in the procedure of carrying out the project of CRM.