The Research Of Ping’an Insurance Group Of China For Improving Performance Of Cross-sell

In the year2009, cross-sell business has made great accomplishmentsfor Ping An Insurance Group: it contributed14.5%profit of propertyinsurance premium,10.4%of new business bank accounts and56.5%ofnewly issued credit cards whose overall quantity was6times more thanits in2007; Also, scalar of new business bank accounts has almost grownas4times in year2009as it was in year2008.These achievements are not accomplished overnight, but with allemployees’ efforts in many years. As a senior employee in Ping AnInsurance Group, the writer always keeps an eye on close attention to thedevelopment of cross-sell business. And hopefully this research andanalysis will be helpful for raising/promoting its performance in thefuture.This dissertation starts with descriptions of current status of cross-sellbusiness, its difficulties and challenges, then followed by analysis ofthese issues and at last, bring on solutions of issues and suggestions forraising cross-sell business performance. This dissertation is constructed as below: description of current statusof Ping An Cross-sell business----faced problems and challenges----analysis of these issues------what solutions should be taken----how tomake these solutions work.According to researches/the study found out that, in order to furtherdevelop cross-sell business, it is important to improve one-stop servicelevel, optimize comprehensive/overall product solutions，promote trainingsystem for customer/account managers and stress the customer support.Through study and analysis of experiences in Ping An InsuranceGroup, it is a great learning for promoting the development of ourfinancial industry, especially in the cross-sell aspect.