ZH保险VIP客户服务项目沟通管理研究

发布时间：2018-05-30 18:07

本文选题：ZH保险 + 客户服务　；参考：《电子科技大学》2013年硕士论文

【摘要】：随着世界经济一体化步伐的加快、国际国内保险行业的发展日益活跃，我国保险行业的国内与国外保险企业竞争也日趋激烈。由于保险是特殊商品，促成保险成功销售的要素往往十分复杂，导致客户变化的内外条件也极多，为提高保险的销售业绩和客户服务质量，特别是保险VIP客户服务的效益，沟通管理显得尤为重要。如何提高在保险VIP客户服务项目中沟通的策略和技巧，实现保险企业和保险客户双方的效益是本文选材ZH保险VIP客户服务项目沟通管理研究的主要目的。本文的撰写研究首先在阐述了选题研究的背景和意义的基础上，结合国内外研究现状提出了本文研究的思路和方法；紧接着根据本文撰写研究的需要通过大量的文献和理论的整理分析对保险项目沟通管理的相关理论进行了综述；然后辅之本人所从事的ZH保险工作为案例，在概述了ZH保险公司VIP客户服务项目基本情况的基础上，对ZH保险公司VIP客户服务项目沟通管理的现状进行分析，发现在以往的沟通管理中存在的管理目标偏差、客户沟通管理上缺乏有效策略、客户沟通管理体系有待完善等问题的基础上探讨了影响ZH保险VIP客户服务项目沟通管理的因素，为随后实施ZH保险VIP客户服务项目沟通管理解决方案提供重要的参考；最后本文则是根据ZH保险VIP客户服务项目沟通管理的目标和原则，结合ZH保险VIP客户服务项目沟通管理机制采用项目生命周期理论对ZH保险VIP客户服务项目启动、实施、收尾所对应的售前、售中、售后等阶段的沟通管理提出解决方案，并建立健全了ZH保险VIP客户项目沟通管理保障体系。本文的撰写研究是基于项目沟通管理在保险行业客户服务项目中的实践，通过对保险VIP客户服务项目各阶段的沟通探讨，有助于保险行业VIP客户服务沟通理论和方法的提高，，对整个保险行业特别是ZH保险VIP客户服务沟通管理工作具有重要指导意义和实际意义。
[Abstract]:With the acceleration of the pace of world economic integration, the development of international and domestic insurance industry is increasingly active, and the competition between domestic and foreign insurance enterprises in our insurance industry is becoming increasingly fierce. Because insurance is a special commodity, the factors contributing to the successful sale of insurance are often very complicated, and the internal and external conditions of customer change are also very numerous. In order to improve the sales performance of insurance and the quality of customer service, especially the benefit of VIP customer service, Communication management is particularly important. How to improve the communication strategy and skill in the insurance VIP customer service project and realize the benefit of both the insurance enterprise and the insurance customer is the main purpose of this paper to select the material ZH insurance VIP customer service project communication management research. Firstly, on the basis of expounding the background and significance of the research, the author puts forward the ideas and methods of this paper according to the current situation of domestic and foreign research. Then according to the need of writing this paper, through a large number of literature and theoretical analysis of the insurance project communication management related theories were summarized; then supplemented by my own ZH insurance work as a case study, On the basis of summarizing the basic situation of VIP customer service project in ZH insurance company, this paper analyzes the current situation of communication management of VIP customer service project in ZH insurance company, and finds out the deviation of management objectives in the previous communication management. On the basis of the lack of effective strategies in customer communication management and the need to improve the customer communication management system, this paper discusses the factors that affect the communication management of VIP customer service projects in ZH insurance. It provides an important reference for the implementation of ZH insurance VIP customer service project communication management solution. Finally, this paper is based on the objectives and principles of ZH insurance VIP customer service project communication management. Combining ZH insurance VIP customer service project communication management mechanism with project life cycle theory to ZH insurance VIP customer service project start, implementation, end corresponding to the pre-sale, in-sale, after-sale and other stages of communication management solutions, And established and perfected ZH insurance VIP customer project communication management safeguard system. The writing of this paper is based on the practice of project communication management in the insurance industry customer service project, through the communication of insurance VIP customer service project, it is helpful to improve the theory and method of VIP customer service communication in insurance industry. It has important guiding and practical significance to the whole insurance industry, especially ZH insurance VIP customer service communication management.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F842.3;F274

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