Research On Automobile-insurance Customer Relations Management For A Property Insurance Company Of S Province

Customer relationship management is based on "customer contact" and "customerservice". It is the comprehensive outcome of management thoughts, management mode,operation mechanism and the information technology. Customer relationship managementcan enhance the strength of enterprises in competitions effectively, establish integratedcustomer resources of high quality, gain sales opportunities, help avoid risks, and obtainstable profits.In recent years, in the fiercer competition of insurance market in S province, theincome from insurance business has increased, and composite cost has declined. However,compared with other competitive rivals, the growth is relatively slow, market share hasbeen eroded, and overall situation is not promising. By questionnaire, we researched thecustomer relationship management from the external perspective, automobile-insurancecustomers, to research the company’s customer relationship management, from the threeimportant propositions of customer relationship management: customer satisfaction,customer loyalty and customer service management. By designing personal interview form,we interviewed the managers from different classes and departments based on two facets:market fundamentals and customer relationship management. In this way we could find outthe strengths and weaknesses of enterprises’ customer relationship management and givesome suggestions for improvement. At present, company executives start to realize theimportance of customer relationship management, come up with "customer-oriented"strategy to transform, and develop appropriate planning. However, when implement, thereare some problems to different extents: management target, over-specialized organizationstructure, recombination not truly taking "customer-oriented" steps, information platformlack of the complete and effective support for customer relationship management etc. Basedon the theory of customer relationship management, we will put forward improved schemesfrom four aspects: management notions, management strategies，management modes andmechanism, and the application of information technology systems. Moreover, we willprovide plans to ensure the effective implementation of the schemes, and guidelines forsteady development for companies.This paper is aim to analyse and summarize the exiting problems and improvementplans, and to put forward schemes and key factors for customer relationship management, further to improve the customer relationship management, and to realize to increasecustomer asset value. Finally, we are trying to promote the sustainable growth of the valueof the company, and provide references for other insurance companies on customerrelationship management.