Abstract
To probe deeply into the Customer Relationship Management strategy and operation flow of life Insurance.
- ex. Nan Shan life Insurance Co, LTD.
Due to the well development of information technology (IT) during the recent years, the clearance of the contents and knowledge as well as the price offered of life insurance caused the dramatic competition in this industry.
The commodity of life insurance is only an intangible contract , it has to be relied on the operation combining with company image, reputation and the trust from customers for long term. Also they are the promise and responsibility to their clients. The marketing of life insurance is different from the other industries , it is an intangible deal. Owing to the variation of the whole environment comes the drastic competition, life insurance is the buyer¡¦s market oriented instead of seller¡¦s . It says the cost to create a new account is about 6 times or even 5 less or 10 more to maintain an old customer. Therefore, this industry has to pay more attention on the current accounts on hand and try to attract new clients to be owned gradually.
To look for a break through as the task of the greatest urgency at present is to make good use of Customer Concept, which is to take good care of the CRM, to enhance customers¡¦ loyalty and satisfaction as to keep our clients and wish them also to introduce new accounts for us. Therefore, CRM is the most important part of life insurance. Previousely most of the customers¡¦ data base is incomplete. Now it is the e century, we can take the advantage by using the IT service to do a good CRM one to one deeply as to cope with the competition.
To look into the 21th century, now the form of customer group is varied, the market is also different, they reform the market direction of life insurance industry as well¡Xfrom the commodity oriented to the customer base.
Besides, the insurants now expect the value of commodity and service much more than before and also very sensitive to them. They would like the custom made offer, voluntarily to participate in the offer, they no longer accept the offer passively.
Consequentially, we have to make the design-in service and one-to-one commodity as our new marketing strategy.
Following is the planning on CRM case study¡XHow to cite the 4 big steps of Pepper & Roger¡¦s Model and 5W to probe the execution of tactic and operation flow, meanwhile, to learn and to execute the 4 conceptions of Customer Process Cycle Model to achieve the company strategy target of this CRM case.
The findings through this research are :
1. Nan Shan Life Insurance Co, LTD. especially stress the function and operation of Call Center and result in the significant achievements. It is the most important area and elite of CRM.
2. By the CRM system integration and collecting the customers¡¦ information from time to time, the system can understand the customer¡¦s value and update it.
Moreover, with the concept and technique of CRM Data warehouse and Data mining, it can record and analysize the customer¡¦s behavior mode then look for the target market as to correct the strategy of service and marketing in time(to carry out the project marketing)
3. In regards to the customer segment, according to the items of those information that Nan Shan Life Insurance Co, LTD. searching and collecting, it is not easy to make out the customer value-based and only can segment the customers by Need-based. Moreover, it is uneasy to find out the value of effective segment customer for company, but, it can rely on customer¡¦s demand to look for suitable service and commodity to your customers.
4. As human is the main motive for interaction between insurance and customer, sales rep. is acting a key role in this business. The CRM system of Nan Shan Life Insurance Co, LTD. requests the rep. to have the deal done by using the e-tooling and IT. They are pretty successful in the efficiency.
5. The skeleton of IT in CRM is very intact, which provides extensive channels for data surfing. Do pay the attention on insurant¡¦s servicing articles and convenience, direct contact with customers and do the best to find the chance to contact your customers. There are so many ways to communicate effectively with the customers by science and technology, no space-time limitation on communication:
¡]1¡^ www.nanshanlife.com.tw
¡]2¡^ E-mail
¡]3¡^ Telephone (Call center)
¡]4¡^ Cellular phone news flash
¡]5¡^ Sales representatives
¡]6¡^ Mail or DM
6. The construction of e-tooling in Nan Shan life Insurance Co, LTD. is perfect. It is also excellent on providing the design-in commodity and servicing. There have been 10 marketing projects presented within one year, they are all P/S after the analysis from customer segment. However, the training for the outside field sales reps. has to be re-inforced because there were too many projects presented within a short period of time, they can not comprehend completely duly and fail to become CI and CK then it will change the customers¡¦ purchasing habit.
7. The customer¡¦s information will not be complete collected in case the rep. is not practicable in the operation of CRM. The following proposals are brought up after the research:
¡]1¡^ To share the company current situation and various information with the insurant via e-mail or internet, such as the operation of investment. To deem your customers as the stock shareholders or partners, you will get the trust from your accounts. On the other hand, they will also be proud that they are the insurant of Nanshan. Life Insurance.
¡]2¡^ Recommend to use ES
From 2002, the reps. prefer to deal with the investment insurance policy. If the education system can combine with the ES to do the financial planning, you will be a financial specialist soon.
¡]3¡^ Rep. is the interface to communicate with customers, while, there is always no good performance on those activities for projected commodity with the less bonus. It can link up with the campaign of balance score card to evaluate the performance and give the pressure on rep. to achieve the execution efficiency and target of CRM.
¡]4¡^ Nan Shan Life Insurance Co, LTD. does not only have a very good performance on the 4 steps of CRM flow but also can be pattern for those companies in the same business who would like to achieve company target by the way of CRM. It can be even perfect if they can consider their own company culture, background and market demand then modify a bit to be their own.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0728103-142842 |
| Date | 28 July 2003 |
| Creators | Hsiao, Chen-Nung |
| Contributors | Te-Min Chang, Ming-rea Kao, Tungching Lin |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0728103-142842 |
| Rights | unrestricted, Copyright information available at source archive |
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