Research On Customer Relationship Management Optimization Of Z Insurance Company Under Consumption Upgrade

With the steady development of market economy,insurance is more and more recognized and accepted by people,and the demand for insurance is increasing.With the rapid growth of national income level,consumption has been escalating.In this context,while the total demand for residential insurance increases,the concept of insurance is also changing.When choosing insurance products,people gradually shift from focusing on income to focusing on security.In the consumption of insurance products,the concept is more mature and stable.We will rationally allocate insurance products according to our own and family conditions.Under the background of "insurance surname insurance" and returning to the essence of protection,the CIRC has also strengthened the supervision of financial products in life insurance business.Today,the internal and external environment have undergone significant changes,and insurance companies are facing more challenges.In this case,how to develop new customers,maintain old customers and meet the increasing service needs of customers has become the key to the development of life insurance companies.In the context of consumer upgrading,customer relationship management(CRM)has become an important strategy to better meet customer needs and improve customer satisfaction.However,at present,CRM in China can not keep pace with the development of life insurance.This paper takes the customer relationship management of Z insurance company as the research object.Through the methods of literature reading,case analysis and on-the-spot investigation,it firstly analyses the new situation of insurance business development and customer demand under consumption upgrading.Then,according to the investigation,it concludes that there is a lack of big data support and existing customer relationship management in the customer relationship management of Z insurance company.Customer relationship management does not embody the concept of consumer experience and the insufficient ability of agent to maintain customer relationship,and formulates corresponding optimization scheme,clarifies four optimization principles of applicability,realizability,replicability and pertinence,and puts forward the optimization goal of meeting customer value mining needs under consumption upgrading and customer relationship management needs under consumption upgrading.It formulates the optimization contents of customer data structure optimization,service concept optimization and agent team optimization;puts forward the guarantee measures of improving customer service standards and introducing customer service assessment system,strengthening customer consumption experience by applying new technologies,paying attention to the provision of customer personalized solutions,and strengthening customer relationship maintenance by means of resource sharing.The shortcomings and prospects of this paper.