Research On Customer Relationship Management Of ZMB Property Insurance Company

With the development of information technology and the improvement of market environment,consumers’ demand for service quality and service differentiation is increasingly strong,and they pay more and more attention to the experience of purchasing products and services,as well as the protection of their own consumer rights and interests.In such a social background,the customer relationship management of enterprises has become particularly important.How to obtain customer resources at low cost,and how to improve and maintain customer resources in a long-term way has become the focus of enterprise management.As a sunrise industry,the insurance industry has a large number of insurance companies and fierce competition.Only by improving the level of customer relationship management can the core competitiveness of the enterprise be enhanced.This paper takes ZMB Property Insurance as the research object,elaborates the research background and current research situation at home and abroad,and summarizes the related concepts of customer relationship management,relationship marketing theory,customer value and customer life cycle theory.Combined with relevant theories,this paper analyzes the general situation of ZMB property insurance company,customer relationship management departments and personnel,and the current situation of customer relationship management.By using qualitative analysis of internal interview and quantitative analysis of external questionnaire survey,this paper points out the existing problems of customer relationship management of ZMB property insurance company.In order to solve the existing problem of customer relationship management of ZMB property insurance,this paper puts forward the general idea of customer relationship management strategy and five measures,namely,upgrading customer relationship management to a strategic height,realizing the explosive growth of customers at low cost,implementing relationship management,strengthening customer classification management by using membership system and strengthening complaint management.Finally,set up safeguards for the strategy.Through the implementation of customer relationship management initiatives,ZMB Property Insurance can improve premium income and corporate benefits,and achieve high-quality and sustainable development.