保险业的CRM系统的设计与实现

发布时间：2018-05-20 08:15

本文选题：信息支持 + 商业智能　；参考：《大连理工大学》2013年硕士论文

【摘要】：随着全球经济一体化和中国加入WTO的到来,国内保险市场的竞争日趋激烈,到处硝烟弥漫,国内保险企业受着内外的夹攻,众多企业正千方百计地寻找突破口。此时出现了一个被引以为制胜法宝的系统,一个一切以客户为中心的系统-__-CRM(Customer Relationship Management)。作为服务性行业,保险业的CRM系统应围绕着“客户关系”这四个字去作进一步的发掘,而不是简单地只停留在将客户信息理清,搭建一个所谓的呼叫中心的层次上。本文将会把CRM系统的规划、建设、实施等逐一进行剖析并提出有效的解决方案。首先,本文在一系列问题的探讨中进行CRM系统的规划思考,如CRM在保险业中的建设和实施所遇到的问题、误区；应如何学习引用国外的先进经验,去其糟箔,取其精华等。在系统建设前,企业也需要清楚地认识到,不能盲目地认为将CRM一步到位就万事无休,而需要根据自身的发展,在不同的阶段,信息化初期、中期、成熟期,按部就班地搭建CRM各个相应的构件,为最终实现企业的全面信息化作准备。最后,建设过程当中,由于保险业相对普通行业对信息数据的支持有更逼切的需求,本文也将从技术、管理、战略等不同层面地去审视、构建CRM系统,真正地体现“客户”的重要性,并充分地利用客户资源。同时本文也结合了行业的运营特点,包括风险的评估、人员的管理等。这能令CRM系统在保险业的应用过程中,既实现了市场、销售、服务协同工作的也可以通过对潜在客户、员工、合作伙伴、竞争对手等实现业务工作的全面管理。从而规范业务流程,提高市场营销能力和服务质量,准确分析决策,建立综合的绩效考核系统和战略管理系统,达到全面提升企业核心竞争力的目的。
[Abstract]:With the advent of global economic integration and China's entry into WTO, the competition in the domestic insurance market is becoming more and more fierce, and the domestic insurance enterprises are under attack from both inside and outside. Many enterprises are trying their best to find a breakthrough. There was a system that was cited as a magic weapon, a customer-centric system-C / C _ M _ M _ customer Relationship management _ _ _. As a service industry, the CRM system of the insurance industry should be further explored around the word "customer relationship", rather than simply staying at the level of clearing customer information and building a so-called call center. This paper will analyze the planning, construction and implementation of CRM system one by one and put forward effective solutions. Firstly, this paper discusses a series of problems in the planning of CRM system, such as the problems encountered in the construction and implementation of CRM in the insurance industry, misunderstandings, and how to learn and quote the advanced experience of foreign countries, discard the bad foil, take the essence of the system, and so on. Before the construction of the system, enterprises also need to realize clearly that they should not blindly believe that the CRM can be put in place in one step, but should be based on their own development, at different stages, in the early, middle, and mature stages of information technology. Build the corresponding components of CRM step by step, and prepare for the final realization of the enterprise's full information. Finally, in the process of construction, because the insurance industry has a more pressing demand for information data support than the general industry, this paper will also examine from different aspects, such as technology, management, strategy and so on, to construct CRM system. Truly reflect the importance of "customers" and make full use of customer resources. At the same time, this paper also combines the operational characteristics of the industry, including risk assessment, personnel management and so on. This enables the CRM system to work in cooperation with the market, sales and services in the insurance industry. You can also achieve overall management of business work by potential customers, employees, partners, competitors, etc. In order to standardize the business process, improve the marketing ability and service quality, accurately analyze the decision, establish a comprehensive performance appraisal system and strategic management system, achieve the purpose of promoting the core competitiveness of the enterprise in an all-round way.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：TP311.52

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