Research On Optimization Of Customer Relationship Management In Henan Branch Of AS Property And Casualty Insurance

Since the 1980 s,China’s property insurance industry has experienced a development process from state-owned enterprises to market-oriented private enterprises.Currently,the product categories and customer management risks of property insurance companies have shown a rapid growth trend.In particular,there are many property and casualty insurance companies in the property and casualty insurance industry in China.The strong financial resources and diversified product sales channels of large state-owned and joint-stock property and casualty insurance companies have severely squeezed small and medium-sized property and casualty insurance companies in terms of property and casualty insurance business development,product sales,and services.At the same time,currently,companies in the domestic property insurance industry are very similar in terms of product sales and distribution channels.They usually adhere to traditional business concepts such as telephone sales and storytelling,and promote simplified and homogeneous property insurance products to different customers.They even hesitate to seize customers through low-cost "price wars",but ignore the establishment of different customer hierarchy systems and understanding of needs Customer relationship management,such as the establishment of property insurance underwriting schemes,customer signing,and claim settlement services,has resulted in the loss of a large number of high-quality customer resources and a decline in customer satisfaction.Based on this,this article studies the customer relationship management of AS Property and Casualty Insurance Henan Branch,which is mainly a foreign-funded company.Starting with the relevant theories of customer relationship management,based on the company’s customer relationship management,through literature research,questionnaire surveys,and other methods,it conducts a questionnaire analysis of department employees and customer satisfaction of AS Property and Casualty Insurance Henan Branch,and finds out the existing customer relationship management problems on the insurance company side and customer side,These include the lack of a dedicated customer relationship management system,inaccurate customer value identification,outdated customer classification methods,inadequate customer maintenance,and low customer satisfaction.Then,a targeted analysis of the causes of the problem was conducted,mainly due to insufficient investment in system development,lack of customer value evaluation methods,unformed customer relationship management concepts,lack of differentiated services,and lack of corresponding management systems and evaluation plans.Finally,the article proposes an optimization plan for customer relationship management,including a series of improvement measures such as developing a property insurance customer relationship management platform,reshaping customer relationship management concepts,constructing customer value evaluation methods based on AHP,refining customer classification and implementing differentiated services,doing a good job in customer relationship management and maintenance throughout the entire business process,and improving evaluation plans,It can solve the existing problems in customer relationship management of AS Property and Casualty Insurance Henan Branch at the current stage,help improve enterprise management level,and enhance enterprise competitiveness.