中国太平洋产险江西分公司分析型客户服务体系研究

发布时间：2018-02-12 22:12

本文关键词： 保险公司客户关系管理客户服务体系　出处：《江西师范大学》2013年硕士论文　论文类型：学位论文

【摘要】：客户关系管理是一种以客户为中心的新型管理理念与经营方法，分析型客户关系管理是指对客户数据进行整合和挖掘的核心程序。随着保险市场竞争态势的加剧，保险客户需求的个性化、多样性发展，太平洋产险江西分公司面临着巨大的市场压力，急需进行战略调整。如何使其更好地满足客户需求从而在激烈的市场竞争中脱颖而出，本文试图从基于分析型客户关系管理的客户服务体系建立的角度上给出答案。本文首先从客户关系管理理论的角度出发对其作了全面综述，其中包括：客户关系管理产生的背景及定义；客户关系管理的内在特征；客户关系管理的框架体系——运营型CRM，协作型CRM以及分析型CRM，其中重点介绍了分析型客户关系管理理论的发展。然后，对太平洋产险江西分公司现有客户服务体系进行了深入分析，归纳总结出其潜在的风险及缺陷，指出分析型客户服务体系建立的必要性。随后从公司战略、市场需求变化等不同层次上研究新型客户服务体系的需求，得出新型客户服务体系的目标。在以上研究的基础上构建出分析型客户关系管理方案的框架，分别从其体系架构和功能模块的设计、管理发展的具体应对策略等方面进行详细的介绍和分析。最后，结合实际情况，设计出具体的实施方案并且对实施结果进行了评估，，认为分析型客户关系管理的实施将会彻底转变公司管理理念；提高了客户的满意度和忠诚度；实现经营效率的大幅提升，增强了公司的核心竞争力等。
[Abstract]:Customer relationship management is a customer centered new management concept and management methods, the analysis of customer relationship management is a core program for the integration of customer data mining. As the competition of the insurance market intensifies, insurance customer demand personalized, diversified development, taipingyangchanxian Jiangxi branch is facing a huge market the pressure, the urgent need for strategic adjustment. How to better meet customer needs and talent shows itself in the fierce market competition, the paper tries to give analysis from the establishment of customer relationship management customer service system based on the angle of the answer.
This paper from the perspective of the theory of customer relationship management were reviewed, including: the background and definition of customer relationship management of customer relationship management; inherent characteristics; the framework of customer relationship management system, operation type CRM, type CRM and type CRM collaborative analysis, which focuses on the development of the analysis of customer relations the theory of management. Then, on the Pacific Property Insurance Jiangxi branch existing customer service system is analyzed, summed up the risk and potential defects, pointing out that the analysis need establish customer service system. Then from the corporate strategy, changes in market demand of different levels of new customer service system needs to draw the new customer service system. The analysis framework of customer relationship management scheme is constructed on the basis of the above research, from its architecture and The function module design, management and development of specific coping strategies etc. are introduced and analyzed in detail. Finally, combined with the actual situation, design a specific implementation plan and evaluate the results of the implementation, that the analysis of the implementation of customer relationship management will completely change the company management concept; improve customer satisfaction and loyalty; to achieve significantly improved operational efficiency, enhance the core competitiveness of the company.

【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F842.3

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