Research On Customer Classification Management Driven By Customer Value

The traditional marketing theory believes that the profit of a company will improve by the market share.So the main purpose of marketing is improving the market rate of the ownership as much as possible.However, with the improving of people’s life and consumer psychology,the market enviroment changed greatly.So the traditional marketing theory encounters great chal enges. Entered in 1990 s,the market share is expanding,which led to a reduction in corporate profits. Under the traditional extensive management mode, the life insurance companies are focused on the premium growth and claim risk,but neglect the consumer rish and underwriting.In this case,enterprise risk management awareness is weak, leading to the policy of high claim ratio and customer satisfaction degree is low. At the same time, with the increasingly fierce competition, the development of new customers is becoming more and more difficult.How to control risk customers, dig each customer value and improve customer satisfaction become new challenges for each insurance company, it has also become the key to survival and development in the fierce competition. This paper summarizes the relevant theory of customer relationship management, life insurance company’s customer value evaluation index system was constructed by using the theory of customer lifetime value.At the same time, selected R life insurance company short-term accident and health insurance customers policy data and claims data to analyse the characteristics of customer value by decision tree algorithm, association rules. According to the theory of customer value depict four type of customer value classification model,to achieve feature recognition and refinement of management, for different types of customers put forward different coping and development strategies. Final y based on the establishment of the customer value evaluation index system and customer classification feature model, from the customer to enter, customer operations, customer value enhance three stage build customer classification management system, optimize customer risk management strategy, enhance customer value, so as to achieve sustained profitability of enterprises.