Study On Measurement Of Individual Customers' Lifetime Value In Life Insurance Company F

The center of the competition in modern life insurance has shifted from price competition to customer competition,which means companies with high quality customers will be able to take advantage of the competition.Therefore,an urgent problem that life insurance companies need to solve is how to explore the value of customers to effectively strengthen competitiveness.The current customer value management system of life insurance companies.is imperfect.It makes it a necessity for life insurance companies to establish a long-term and effective customer value evaluation system and provide decision-making basis for the company's business activities.This paper focuses on the evaluation system of individual customers' lifetime value in insurance company.Firstly,by reviewing the domestic and foreign research results on customer value and their evaluation methods,this article defined the concept and connotation of customer value,introduced customer life cycle theory and customer lifetime value theory,and compared several different customer value evaluation methods.This provided a theoretical basis for the construction of index systems and customer value management strategies.Secondly,from the two dimensions-current value and potential value,13 indicators were selected for assessing customer lifetime value,expert evaluation method and analytic hierarchy process were adopted to calculate the weight of each part,and customer lifetime value evaluation index system was established for life insurance company.Thirdly,this paper established the rating criteria of each indicator based on the index system,conducted a practical assessment of the customer value of the life insurance company F,obtained the evaluation results of customer value of the company's customers at different levels through questionnaires,and divided the customers into four types.Finally,by combining the above empirical results,an in-depth analysis of the characteristics of different types of customers was made and relevant customer management strategies were proposed from the front,middle and back end of life insurance company operations.The aim is to enhance the life insurance company's customer value and its core competitiveness.