A. Background ofCRM
After accession to the era of industry-based economy, the
continual development of productivity gradually changes
the situations of insufficient social production capacity and
commodity shortage. In this case, the greatly increasing
selection space and margin are available for customers and
customer needs start to show the feature of individuality.
Therefore, enterprise management has to be customeroriented,
instead of being product-oriented as before, and
win over customers, instead of internal exploration, and
turns into customer-centered management.
CRM is both a management thought and a solution and
stands as a new management mechanism intending to
improve the relationship between enterprises and customers.
It refers to that enterprises gain the customer data support by
creation of customer database and other information
technologies, analyze customer need features and behavior
preferences for classified management, offer individualized
products or services for specific customers, develop and
maintain the relationship with customers, and then promote
the customer satisfaction and the customer loyalty, so as for
win-win of enterprises and customer.
The core management thought of CRM is consisted of
the following regards:
a) Customers are one of most important resources for
enterprise development and it is essential to promote the
customer satisfaction and the customer loyalty;
b) All relationships between enterprises and customers
must be brought under all-inclusive management;
c) The customer value of enterprises is further
extended by customer data management.
B. Necessity ofCRM Application in Insurance Companies
1) The operation characteristics of insurance industry
determine that implementation of CRM is the inevitable
choice of Chinese insurance companies
a) Diversity and homogeneity of insurance products.
People's different needs for risk-shifting determine the
diversity of needs for insurance products; therefore, how to
provide customers with diversified products and satisfy
A. Background ofCRM
After accession to the era of industry-based economy, the
continual development of productivity gradually changes
the situations of insufficient social production capacity and
commodity shortage. In this case, the greatly increasing
selection space and margin are available for customers and
customer needs start to show the feature of individuality.
Therefore, enterprise management has to be customeroriented,
instead of being product-oriented as before, and
win over customers, instead of internal exploration, and
turns into customer-centered management.
CRM is both a management thought and a solution and
stands as a new management mechanism intending to
improve the relationship between enterprises and customers.
It refers to that enterprises gain the customer data support by
creation of customer database and other information
technologies, analyze customer need features and behavior
preferences for classified management, offer individualized
products or services for specific customers, develop and
maintain the relationship with customers, and then promote
the customer satisfaction and the customer loyalty, so as for
win-win of enterprises and customer.
The core management thought of CRM is consisted of
the following regards:
a) Customers are one of most important resources for
enterprise development and it is essential to promote the
customer satisfaction and the customer loyalty;
b) All relationships between enterprises and customers
must be brought under all-inclusive management;
c) The customer value of enterprises is further
extended by customer data management.
B. Necessity ofCRM Application in Insurance Companies
1) The operation characteristics of insurance industry
determine that implementation of CRM is the inevitable
choice of Chinese insurance companies
a) Diversity and homogeneity of insurance products.
People's different needs for risk-shifting determine the
diversity of needs for insurance products; therefore, how to
provide customers with diversified products and satisfy
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