| China’s life insurance industry is in a golden era of economic boom.With economic growth and social development,China’s social service mechanisms such as recreation and medical care have been reformed and enhanced,and the public’s awareness of life protection has gradually increased.The life insurance market has great potential for development and is becoming increasingly internationalized.With the existence of multiple market players,life insurance customers enjoy more independent options,thus shifting from emotional acceptance of sales pitches to rational purchases.The competition pattern across Chinas life insurance industry has also gradually upgraded from product competition and price competition to comprehensive competition of customer service,reputation and brand.In the context of China’s high-quality economic development and industrial structure transformation and upgrading,life insurance companies must conform to the new development trend,change their operation mode,focus on the whole process cycle of customer service,pay more attention to customer needs,improve their service capability and continuously improve customer satisfaction.In recent years,H Life Insurance Company has been witnessing steadily increasing overall business volume.However,its performance of indicators related to customer satisfaction,such as policy complaint rate and surrender rate,is not as good as expected,and the decline in customer satisfaction has seriously restricted the development of internal value of H Life Insurance Company.H Life Insurance Company must address the challenges of how to improve customer satisfaction and make a breakthrough in service quality and management.This paper aims to probe into the weaknesses in the operation and management of H Life Insurance Company through customer satisfaction survey.It adopts various research methods such as hierarchical analysis,questionnaire survey,Delphi method and statistical analysis,and through the study of domestic and foreign customer satisfaction theories,integrates the Americas ACSI model and Chinas CCSI customer satisfaction evaluation index model,combines the features of the life insurance industry,and selects the measurement indexes which are in line with the actual operation of H Life Insurance Company.Therefore,it constructs the customer satisfaction model of H Life Insurance Company from service perception,sales staff,corporate image,products,and insurance claims,and thus designs a questionnaire to obtain customer satisfaction evaluation data.After making statistics and analysis of customer satisfaction indexes at all levels,it finds that the current overall customer satisfaction of H Life Insurance Company was not high.There are problems such as imperfect service mechanism,inefficiency of professional practitioners,low overall caliber,poor interaction between brand building and business development,and insufficient product protection function in the company’s operation process.In order to effectively improve the customer satisfaction of H Life Insurance Company,this paper puts forward some targeted strategies for improvement as follows:to improve the quality of customer service and create an intelligent digital operation and insurance ecosystem;to strengthen the construction of the sales team and improve the assessment mechanism;to strengthen brand promotion and shape a good internal and external image of the company;to return to the origin of insurance and innovate product design around the needs of the public’s livelihood.It has certain reference significance for H Life Insurance Company to operate steadily and enhance market competitiveness,which can help the company to improve its customer service operation from a strategic perspective and seek sustainable development.This can also provide new ideas for counterparts in the same insurance industry to reform their customer management systems and upgrade and optimize relevant services. |
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