Research On Customer Relationship Management System Of “A” Life Insurance Company

The development of life insurance company business depends on the development of customer market.The customer share of life insurance companies,to a large extent,determines the market competitiveness of insurance companies.With the increasing research on the importance of life insurance companies to customer value,companies regard customer groups as their valuable assets.As an important business strategy of life insurance company,CRM is widely used in market competition."A" life insurance company has made a lot of exploration in customer relationship management and carried out a lot of customer relationship management activities."A" life insurance company has many problems in customer relationship management.These problems affect the market competitiveness of "A" life insurance company.Based on the customer relationship management practice of "A" life insurance company,this paper uses literature review,field investigation,comparative research method and other research methods to conduct research.This paper also uses the related theoretical tools of customer relationship management,marketing management,operation management and other fields.This paper studies the status quo and existing problems of customer relationship management system of "A" life insurance company,and analyzes the causes of the problems.On the basis of analyzing the reasons,this paper puts forward the overall framework of life insurance enterprise customer relationship management system,and designs six core modules,including customer target planning,customer classification portrait,customer demand insight,customer customized marketing,customer loyalty plan,customer referral and recommendation.This paper studies the implementation of customer relationship management system key points,safeguard measures,and prospects for implementation.