The Analysis And Advice Of China’s Group Insurance Customer Service

Since China entered into World Trade Organization,the degree of conformation of China’s economic with the world is higher and higher. And along with the developing of conomic globalization and integration, China’s economy has been more and more closely integrate into the world economy. A large of foreign insurance companies start to land in china after China open insurance market according WTO rules. which makes the insurance market to appear diversified situation. For the group insurance firms, only advantages can make them survive in the fierce market competition.Insurance companies should build their own core competitiveness and depend on innovation to develop business.Group insurance business is an important part of life insurance business.It play an important role in improving social influence,developing customer relationship and fulfilling insurance function. Group insurance will have broad prospects for development in developing and social-transforming China.In present time,Chinese group insurance business is transform from a unqualified plan(present group life business) to qualified plan(normative supplementary pension). Under the circumstances, insurance company must change its marketing strategy, marketing channel and customer service management.A large number of practice showed that the implementation of customer relationship management (CMR) is the best choice to improve competitive advantage.This article mainly uses the method of historical comparison.It explains the causes of the existing problems through analysizng development of China’s group insurance history. It also uses the method of case analysis to advise insurance company how to use customer relationship management theory to construct a perfect customer service system by Analysis the actual case of Taikang Life Sichuan Branch.This article is composed of four chapters. The first chapter has a system induction of CMR’s general theory and research status, and states customer recognition theory and customer service theory. The second chapter discuss the present situation&existing problems of China’s group insurance customer service.Through introducing the history of the present group insurance situation,it focus on the analysis of this period’s characteristics. It concludes that insurance company must Seek speeding up the group insurance development and fulfilling the breakthrough method. The third chapter has a in-depth study of China’s group insurance customer relationship management problems. In recent years,while the personal insurance stept into the rising channel, the group insurance had a decrease relativly.This paper systematically anlysises the causations from the angle of customer service and draw some possibility answer:management goal deviation,lack of effective service strategies,incomplete credit system and so on. The fourth chapter according to the stage characteristics of group insurance and marketing environment,this paper tables a corresponding proposal:construct China’s insurance credit system, establish an effective and efficient customer service system, perfect customer service management system, stregthen service appraisal mechanism, consolidate the positive role of customer relationship management, and improve customer service management level.