Y Life Insurance Company Customer Relationship Management Research

In1992, American International Assurance (AIA) Company, introduced the selling model of Individual Agency to the market in the mainland of China. Since then, all the life insurance companies in China have followed that model, which greatly promoted the development of market of life insurance in China.Nowadays, due to increasingly competitive market and maturity of customers, the model of recruiting agents massively to sell insurance that is adopted by most of the life insurance companies has caused various problems, such as misleading customers, neglecting the interest of customers, ignoring the service while emphasizing the achievements, large-scale complaints from customers, etc. Those problems actually have severely damaged the image of the industry of life insurance as well as the base of market. Besides, the problems also resulted in the common phenomena of distrust for agents, or the difficulty of selling insurance, etc. Therefore, this method of managing is seriously questioned and blamed.In order to change the current situation and seek the breakthrough, many life insurance companies are gradually switching the traditional managing method to customer-oriented model by classifying customers, offering suitable insurance production and service to meet various demands of customers. Therefore, improving customers’satisfaction and increasing their loyalty to the company by offering customer-made service will be the focus of competition in the future market of life insurance companies.This thesis, applying the latest theories in management of customers’relationship and other related theories in economy and marketing, endeavors to analyze the current situation and existing problems in the field of customer managing in China ife Insurance Company of Yancheng. Through the elaboration of customer maintenance, customer-made service and sailing strategies, and the sorting of selling nodes, this thesis tries to design a comprehensive managing system to deal with customers. Meanwhile, by establishing CRM model through integration of channels, information system and rebuilding of procedures, this thesis also hopes to design a CRM model that could be operated with ease.