客户体验在网络销售保险产品开发中的应用

发布时间：2018-06-10 11:49

本文选题：客户体验 + 接触点　；参考：《东北财经大学》2013年硕士论文

【摘要】：在大数据时代即将来临的条件下,互联网的广泛应用为客户体验数据的获取提供了便利,也为从客户体验的角度来开发保险产品创造了可能。也就说,通过网络保险公司可以不通过代理人直接与保险客户进行沟通交流,直接抓取保险客户的消费心理、消费行为以及对保险产品的个性化需求,同时也确保了信息的真实性、及时性及有效性。以客户为中心是客户体验理论在保险产品开发中应用的核心。本文选择了以网络销售渠道为研究对象,而网络销售渠道最大特点是需要保险客户主动的买保险,正因如此,保险公司提供的保险产品首先需要满足保险客户切实需求,其次还要使客户在消费保险产品时获得有益的保险体验。提供怎样的保险产品才能满足客户需求,并且使保险客户获得好的保险体验,这些都需要对保险客户体验数据进行分析,并应用到保险产品开发中,得出最优化的保险产品设计方案。文章研究认为保险产品上市不代表保险产品开发完结,需要根据保险客户体验的结果进行不断地升级优化。一方面,由于消费者的心理和行为是随着经济社会发展而变化的；另一方面,利用体验数据分析结果设计出的保险产品,不一定就是最好的,需要一个迭代过程。本文基于客户体验等相关理论,通过对传统的保险产品开发流程进行梳理,首先指出当下保险产品开发中存在着对客户体验理论的应用严重缺失的问题,其次针对该问题加以深入思考,通过分析网络销售渠道天然的特点,研究把客户体验理论引入到网络销售保险产品开发当中去。在文章中,第五章是一个核心的部分,该部分采用浓重的笔墨来阐述在网络销售渠道保险产品的开发中融入客户体验。在第五章的开头,根据本文前面章节对客户体验研究,按照保险产品功能的分类,可以将保险功能的客户体验分为：保险保障体验和保险储蓄体验；按照保险产品服务进行分类,可以将保险客户获得的体验分为：保险销售服务体验、保险维持服务体验、保险理赔服务体验及保险附加服务体验。在接触点上,保险客户与保险公司进行互动,保险公司提供保险服务,保险客户获得体验。保险公司再通过各种切实有效的方式,获得保险客户体验数据,通过对客户体验数据分析,得出分析结果,推动保险产品的开发与升级。在第五章的第二、三部分,从研究保险客户心理、保险客户行为及保险客户需求开始,把握目标市场。在此部分,本文建立了保险客户模型、保险客户需求模型,以此来使设计的保险产品原型能最大可能的满足保险客户。在第五章的第四部分,根据已掌握的保险客户体验的研究结果进行保险产品设计,然后对其产品原型测试。在第五章的第五部分,研究了对上市后保险产品的客户体验管理,推动保险产品升级,在此部分本文分了保险产品购买体验、保险产品服务体验及保险产品功能体验三个部分分别进行讨论。在第五章的最后,文章分析得出通过客户融入客户体验的方式来开发保险产品,能够推动保险企业品牌形象确立,反过来促进网络销售渠道保险产品销售工作的开展。从保险产品构想开始到保险产品寿命终结,保险公司在不断提升客户体验的同时也不断的推动保险产品创新,使公司的保险业务质量得到大幅度的改善,业务规模得到大规模的增加。
[Abstract]:Under the imminent condition of the big data age, the wide application of the Internet provides convenience for the acquisition of customer experience data and the possibility of developing insurance products from the perspective of customer experience. Consumer psychology, consumption behavior and individualized demand for insurance products also ensure the authenticity, timeliness and effectiveness of information.
Taking customer as the center is the core of the application of customer experience theory in the development of insurance products. This paper chooses the network marketing channel as the research object, and the biggest characteristic of the network sales channel is that the insurance customers need to buy insurance actively. It is also necessary to provide a useful insurance experience for the customers to consume insurance products. How to provide the insurance products to meet the customer's needs and make the insurance customers get a good insurance experience, which all need to analyze the data of the insurance customer experience, and apply it to the opening of the insurance products to get the optimal design of the insurance product. The article thinks that the insurance product listing does not represent the development and completion of the insurance products, and needs to be continuously upgraded and optimized according to the results of the insurance customer experience. On the one hand, the consumers' psychology and behavior are changed with the economic and social development; on the other hand, the insurance products designed by the results of the experience data analysis are not necessarily the same. It's the best one that needs an iterative process.
Based on the related theories of customer experience and other related theories, this paper first points out that there is a serious lack of application of the theory of customer experience in the development of insurance products. Secondly, the problem is deeply thought about. By analyzing the natural characteristics of the network marketing channel, the customer body is studied. In the article, the fifth chapter is a core part. This part uses a heavy pen and ink to explain the integration of the customer experience in the development of network marketing channel insurance products. At the beginning of the fifth chapter, according to the previous chapter of this article, the customer experience is studied, according to the work of insurance products. The classification of energy can be divided into the insurance experience and the insurance savings experience. According to the insurance product service classification, the experience of the insurance customers can be divided into the insurance sales service experience, the insurance maintenance service experience, the insurance claim service experience and the insurance additional service experience. The insurance company interacts with the insurance company, the insurance company provides the insurance service, the insurance customer obtains the experience. The insurance company obtains the insurance customer experience data through various effective and effective ways, through the analysis of the customer experience data, the analysis results are obtained to promote the development and upgrading of the insurance products. In the second, third part of the fifth chapter, From the study of the psychology of the insurance customers, the behavior of the insurance customers and the needs of the insurance customers, the target market is grasped. In this part, the insurance customer model and the insurance customer demand model are established in this article to make the design of the insurance product prototype to be most likely to meet the insurance customers. In the fourth part of the fifth chapter, according to the insured customers In the fifth part of the fifth chapter, we study the customer experience management of the post listed insurance products and promote the upgrading of the insurance products. In this part, the article divides the insurance product purchase experience, the insurance product service experience and the insurance product function experience in three parts. In the end of the fifth chapter, the article analyzes the development of insurance products through the way of customer integration into the customer experience, which can promote the establishment of the brand image of the insurance enterprises, and in turn promote the sale of insurance products in the network sales channels. From the beginning of the insurance product to the end of the life of the insurance products, the insurance company In the continuous promotion of customer experience, but also continuously promote the innovation of insurance products, so that the quality of the company's insurance business has been greatly improved, the scale of business has been increased in a large scale.
【学位授予单位】：东北财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F842;F724.6

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