Ever since the opening-up of Chinese insurance market
in 1992, the insurance industry has achieved the significant
development and grown into one of industries with the
quickest growth rate domestically. This is embodied in
premium scale, insurance depth, insurance density and the
comparison between premium income and GDP growth rate.
However, as long with more and more subjects in the
insurance market, the accelerating insurance marketability
and the increasingly severe competition in the insurance
market, the traditional seller's market is being replaced with
the buyer's market and prime customers become the focus
for domestic companies to fight for as an important resource.
How to maintain existing customers and actively exploring
new customer markets has become the vital regard for
insurance companies to realize scale effect and cultivate the
core competitiveness. Meanwhile, as Chinese economy
opens up more and more, the insurance company has tended
to be international and global step by step and it is the
common choice of top management in modern insurance
enterprises to adopt the modern information technology,
accelerate the informationization construction and
application and promote operation and management levels.
Thus, as an idea that can promote the core competitiveness
of modern enterprises efficiently, Customer Relationship
Management (CRM) turns out to be a means of necessity for
insurance companies to enhance the strength and secure the
competitive advantages.