b) Integrity of insurance behavior. Insurance contract is
aleatory contract and the operation results of an insurance
company will be substantially subject to customer integrity
due to uncertain danger and asymmetric information. For
this reason, the insurance company imposes stricter
requirements on integrity compared with general economic
contract. Applying CRM technology to distinguish valuable
customers from dangerous ones and conduct "fraud
detection" plays an important role in sound operation of
insurance company.
c) Service of insurance industry. The insurance
company offers customers a service commitment portfolio
for future security and compensation and the value of
insurance commodity is embodied not only in the insurance
security available for customers, but also in services that the
insurance company offers, and is realized in service. The
more utility and the higher quality the services offered by
the insurance company have, the lower the cost of insurance
services enjoyed by customers will be, then the larger value
the insurance commodity will show and the stronger the
competitiveness of insurance company will be.
d) Non-desirability and demand potentiality of
insurance commodity. Non desirability means that insurance
commodity is often to be the commodity that customers
know nothing or little about or show little interest in
purchasing despite of acquaintance therewith. Under the
circumstances that Chinese show little overall awareness of
insurance, non-desirability and demand potentiality of
insurance commodity seems to be striking particularly.
Regarding how to turn such potential and non-desirable
demand into physical and effective one, intensifying the
collection of customer information and the management of
customer relationship is the best way to make up for such
feature of insurance commodity.