Research On Customer Relationship Management Of J Insurance Brokers Company

At the State Council executive meeting on December 30,2019,Premier Li Keqiang stressed the need to accelerate the opening up of the insurance market and promote the upgrading of the insurance industry with fair competition.Relaxing the conditions for foreign insurance companies to enter the Chinese market means that competition in the insurance market will become increasingly fierce and the insurance industry will become more internationally aligned.The insurance broker is an important part of the insurance market.In developed countries,80% of insurance resources are in the hands of insurance brokers.With the fierce competition and mature development of the insurance market in our country,the development of the insurance brokering industry International convergence is of great significance.With the supply-side reform,especially the insurance industry as a service industry,the insurance demand side occupies an absolute dominant position.The Insurance Law stipulates that insurance brokers represent the interests of the insured,and that customers play an important role in insurance brokerage companies.It can be said that the relationship with customers determines the development of an insurance brokerage company.Attach importance to the relationship between customers and companies: study how to better attract customers and maintain the relationship between customers and companies,so as to improve customer satisfaction and loyalty,which has important realistic and theoretical significance for the competition and development of insurance brokerage companies.This article takes J insurance brokerage company as the research object.By elaborating the background and significance of topic selection,it reviews the literature research at home and abroad,and elaborates the importance of the research on J relationship insurance company customer relationship management.By sorting out the definition and connotation of customer relationship management,combined with the theoretical basis of research,the current situation of customer relationship management in J Insurance Co.,Ltd.'s current customer group,customer relationship management process,data and information quality,and customer relationship were reviewed and conducted.Customer satisfaction survey and analysis to find the problem of customer relationship management of J Insurance Brokerage Company.It is manifested in: lack of unified customer relationship management mechanism,lack of effective strategies,problems of customer relationship management system,and organizational structure.Aiming at the above analysis of problems in customer relationship management,and according to the actual situation of J Insurance Brokerage Company,put forward suggestions for improvement.Specifically: implementing the core values of "worship the customer",maximizing the effectiveness of the customer service satisfaction evaluation mechanism,optimizing the customer relationship management process,optimizing the customer relationship management information system,and adjusting the organizational structure.Hope to improve the customer relationship management level,customer satisfaction and loyalty of J Insurance Brokerage through the above five suggestions for improvement,in line with the corporate tenet of "customer supreme,service first",so as to strengthen market competitiveness and improve enterprises Profitability goals.At the same time,the research in this article has also enriched the relevant cases of customer relationship management and provided a useful reference for other insurance companies or insurance brokerage companies.