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Promote and implement the life insurance company CS Strategic Studies

Author: LiZuo SunChaoPing From: www.yourpaper.net Posted: 2009-12-28 18:29:29 Read:
Abstract: The life insurance company you want to CRM upgrade to a new level, the CS strategy must be implemented. The article is intended to optimize customer service department functions, establish a reasonable customer service system; strengthen the policyholder basic services; focused on getting and keeping customers feedback, positive resolve customer complaints; skills training for staff education and CS CS concept, perfect CS check system ways to improve customer satisfaction, etc. to explore the life insurance company.
Keywords: CS strategic life insurance company customer satisfaction
0 Introduction
Corporate image building strategies from PR, CI, CS, and then the evolution of CRM, is a continuously enrich and improve the process. PR has been popularized the concept of "public-centered" and awareness premise CR solve the issues of standardization and specific corporate image, the public can easily identify and select; solve corporate image on the basis of PR CI, CS public satisfaction, corporate image further back to the concept of awareness on the PR; in PR CS CI based on more prominent, CRM close ties between corporate image and target public, the interests of the public, which also emphasized the PR business concept and awareness of the image must have further implement and deepen [1]. CS strategy aims to improve customer satisfaction, the article intends to use the CS strategy to explore ways to improve customer satisfaction in life insurance companies.
With the deepening of the market economy as well as the acceleration of the pace of development of the domestic insurance market, the life insurance industry is facing competition from the "product management and service competition from 4P marketing mix strategies to 4C strategy shift, the shift from transaction marketing to relationship marketing. Increase customer loyalty, focus on the interests of the company long-term relationship, as well as to achieve a win-win situation of the company and its customers increasingly become the focus of the life insurance companies. Said market share, sales representative of a company's current business situation, the level of service determines a company's potential for future development. There is no doubt that life insurance companies should establish and maintain good customer relations as a basis for companies to participate in the market competition, to continue as a going concern and the precondition for sustainable development.
Empirical studies have shown that there are close links between customer satisfaction and customer loyalty [2]. Currently, customer satisfaction has become a basic marketing concept, and increasingly valued by many companies. CS strategy is the business philosophy and conduct of operations, the audio-visual show and pledge collection of four aspects to bring customer satisfaction state, its core idea is that all operating activities of the company should meet the needs of the customers starting to provide meet customer needs, customer satisfaction become the company's goals [3]. Specific to the life insurance company refers to its business activities to stand in a position to consider and resolve the problem of customer, customer needs and satisfaction as a pointer of the work, from the product, underwriting, payment, etc. to meet customer demand; from the public relations promotion The audiovisual experience meet the customer's image promotion; integrity, civilization, and quality of service to meet the psychological needs of the customer. The following four dimensions optimize customer service department functions, establishing reasonable customer service system "to explore the ways of life insurance companies to improve customer satisfaction.
1 optimize customer service department functions, establishing reasonable customer service system
The company's customer service department should be an important window for companies to communicate with the outside world, embodies the spirit of the company's services the forefront is the logistical base of the the marketers exhibition industry support, the company is also source of service quality improvement and crisis management center, bear the major responsibility for the company. To further optimize and expand the functions of the customer service department, get rid of the department "concerned about the self," the one-sided indicators bondage, effectively surrounding the "customer first" main line, establishing a unified integrated customer service system in provincial cities and counties, Province established customer responsibility center, merging the current business management, information technology, sales and supervision departments of the customer-related functions, integration of resources, in order to improve the efficiency of customer service. The direct guidance of the provincial center, assessment, support the basic units of customer service, the grassroots company customer service departments, financial, the material reverted Province center unified management, grassroots company the true meaning of the exhibition tube separation uniform implementation of customer service standards and requirements, and effectively improve the level of customer relationship management.
2 strengthen the policy of basic services, enhance customer delivered value
Life attention should be paid to the policyholder basic services, which is the bottom line and the premise of customer satisfaction must be given high priority. A strict restraint mechanisms, strengthen integrity management education, determined from the fundamental solution to the integrity of the marketing staff, combined with the new Insurance Law "was promulgated, and earnestly safeguard the interests of customers, and be able to adhere to the long-term, only the integrity of the company and marketing staff in order to have loyal customers. The second is to emphasize life insurance companies to provide convenient services to customers, the company can not strengthen the internal risk control center in opposition to this long-term goal to provide customers with quality and efficient service to optimize claims, policyholders preservation, collection and payment fees, business processes to simplify bureaucratic procedures, the moment for the sake of customers; should continue to strengthen technical support to improve the service capabilities, accelerate the interoperability work with commercial banks, improve network utility to provide customers with a variety of options to fit the personality of the customer service needs. The third is to focus on counter service capacity and improve service levels, increase investment, accelerate the standardization of construction of the counter, to strengthen the construction of counter service personnel, and effectively improve the quality of the counter staff, to strictly regulate counter service standards and strengthen the assessment and supervision.
Based on good policy foundation services, life insurance companies to recognize that customer service is not only refers to the follow-up services associated with the policy itself should be to include additional the policyholders of service projects, the added value of that policy, the aim is to further deepen the perception of of policyholders "value for money", to increase the company, the product, the marketing staff, service satisfaction. Life insurance companies in the promotion of value-added services should pay attention to three points: First, pay attention to doing real projects, a mature development to promote one, should not bite off more than you chew rotten "to prevent immature project affect customer perception and even cause offense; to pay attention to the applicability of the value-added services to prominent companies around the features, characteristics, taking into account the needs of VIP customers and ordinary customers, according to the company's ability to do what, and emphasis on cost accounting, step-by-step, should not spend lot of money but unpopular project implementation, to avoid the "thankless" occurred; pay attention to timely assessment of the implementation of the project, to enhance communication, flexibility to adjust and improve the efficiency of the implementation of the project.
3 focus on the acquisition and retention of customer feedback, actively resolve customer complaints
Life insurance companies should pay attention to communication with policyholders need to develop the plans and specifications, sales and service, we must strive to acquire and retain customers feedback, research and development and use of related systems and procedures, you can learn from the experience of Taiwan Aetna Insurance, the implementation of the "Voice of the Customer" system [4], customer complaints, complaints and suggestions, the monthly report forms presented to all department heads, each department should complaint matters explanations and solutions, scientific classification of the level feedback policyholders feedback, analysis and evaluation, and the emphasis on the use of the analytical results, ultimately reflected in the various aspects of upgrading and improving the company's sales, management, and service service quality, the efforts of the company and policyholders to maintain a smooth and effective communication.
Properly handled as customer interaction management, service failure and customer complaints, the company an opportunity to improve the quality of service, also constitutes a customer interaction management big challenge. Therefore, the company must take the lead in understanding the customers complained about the reason, a proper understanding of the customers complained master processing complain of a variety of skills and thus build up the the customers complain processing system. To focus on solving the: marketers lack the correct way of marketing, lack of expertise; transition Marketing mislead customers; lack service quality, service processes unreasonable, quality of service and efficiency is not high; Participating products an annual bonus not stable, interact with customers is not enough. The key is to recognize that customers complain actually improve their work and enhance customer satisfaction with the opportunity to truly solve the problem fundamentally. Customers complain not terrible, service failures are inevitable. Terrible is not effectively resolve complaints can not sum up the lessons in the greater scope of continuous improvement, which ultimately lead to the loss of customers.
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