Research On Customer Relationship Management Of Alltrust Insurance Research

Chinese insurance market become more open and border after joining WTO, and thecompetition become more intensive. How to survive and keep competition advance, which iskey strategy issue coming to the local insurance company. As “”young player in this industry,alltrust insurance still have long way to go to improve ourselves on management sides. Createown core competition power is ifrst priority in this journey. CRM is the engine of drivingocc.This thesis summarize the CRM related theory and researching result, explain whatCRM is，introduce networking marketing theory which is tools to analysis customersatisfaction. At the end, I conclude the important of CRM for alltrust insurance.In second part, This thesis introduce current operation issues using CRM methodology,such as underdevelopment MIS system，CRM target deviation, un eiffcient service, lowcustomer satisfaction etc. Following with investigation of issues, the primary element are digout, such as marketing model is not consistent, thin product portfolio, high cost, unqualifiedprecision management, etc.At the end, the improve action plan is made, including:1.Strategyof focusing on customer relationship；2. Create new organization structure and process whichfocus on customer;3.Product speciifc and divestment;4.Improve customer relationsystem;5.Build strong management team.