CRM在保險(xiǎn)業(yè)中的應(yīng)用

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目 錄
摘 要 3
Abstract 4
第一章 緒 論 5
1.1 CRM概述 5
1.1.1 CRM的應(yīng)用背景 5
1.1.2 CRM理念在保險(xiǎn)業(yè)的根植 6
1.1.3 CRM系統(tǒng)與保險(xiǎn)業(yè)的運(yùn)營 8
1.2 課題意義 10
1.3 論文安排 10
第二章 CRM與行業(yè)信息化建設(shè) 11
2.1何謂CRM 11
2.2 CRM的產(chǎn)生 11
2.3 CRM系統(tǒng)的組成 13
2.4 CRM的現(xiàn)狀與發(fā)展 15
2.4.1 CRM的現(xiàn)狀 15
2.4.2 國內(nèi)保險(xiǎn)業(yè)CRM的現(xiàn)狀 15
2.4.3 CRM的發(fā)展 16
2.5 保險(xiǎn)業(yè)的信息化建設(shè) 17
2.6 本章小結(jié) 19
第三章 保險(xiǎn)業(yè)的CRM系統(tǒng)規(guī)劃 21
3.1保險(xiǎn)業(yè)需要怎樣的CRM 21
3.2 CRM系統(tǒng)建設(shè)目標(biāo) 23
3.2.1 CRM建設(shè)的共同思路 23
3.2.2保險(xiǎn)業(yè)CRM系統(tǒng)建設(shè)目標(biāo) 24
3.3 CRM解決方案的關(guān)鍵思路 25
3.4 本章小結(jié) 26
第四章 保險(xiǎn)業(yè)的CRM系統(tǒng)建設(shè) 27
4.1 CRM系統(tǒng)的整體構(gòu)思 27
4.1.1系統(tǒng)特點(diǎn) 27
4.1.2 CRM系統(tǒng)功能結(jié)構(gòu) 28
4.1.3 技術(shù)應(yīng)用 30
4.2 呼叫中心的應(yīng)用和構(gòu)建 32
4.2.1呼叫中心的作用 32
4.2.2系統(tǒng)功能簡介 32
4.2.3 技術(shù)應(yīng)用 34
4.2.4 案例應(yīng)用 35
4.3 本章小結(jié) 38
結(jié) 論 39
參考文獻(xiàn) 43
致 謝 45
附 錄 47

摘 要

隨著全球經(jīng)濟(jì)一體化和中國加入WTO的到來，國內(nèi)保險(xiǎn)市場的競爭日趨激烈，到處硝煙彌漫，國內(nèi)保險(xiǎn)企業(yè)受著內(nèi)外的夾攻，眾多企業(yè)正千方百計(jì)地尋找突破口。
此時(shí)出現(xiàn)了一個(gè)被引以為制勝法寶的系統(tǒng)，一個(gè)一切以客戶為中心的系統(tǒng)------CRM（Customer Relationship Management）。作為服務(wù)性行業(yè)，保險(xiǎn)業(yè)的CRM系統(tǒng)應(yīng)圍繞著“客戶關(guān)系”這四個(gè)字去作進(jìn)一步的發(fā)掘，而不是簡單地只停留在將客戶信息理清，搭建一個(gè)所謂的呼叫中心的層次上。
本文將會(huì)把CRM系統(tǒng)的規(guī)劃、建設(shè)、實(shí)施等逐一進(jìn)行剖析并提出有效的解決方案。
首先，本文在一系列問題的探討中進(jìn)行CRM系統(tǒng)的規(guī)劃思考，如CRM在保險(xiǎn)業(yè)中的建設(shè)和實(shí)施所遇到的問題、誤區(qū)；應(yīng)如何學(xué)習(xí)引用國外的先進(jìn)經(jīng)驗(yàn)，去其糟箔，取其精華等。
在系統(tǒng)建設(shè)前，企業(yè)也需要清楚地認(rèn)識(shí)到，不能盲目地認(rèn)為將CRM一步到位就萬事無休，而需要根據(jù)自身的發(fā)展，在不同的階段，信息化初期、中期、成熟期，按部就班地搭建CRM各個(gè)相應(yīng)的構(gòu)件，為最終實(shí)現(xiàn)企業(yè)的全面信息化作準(zhǔn)備。
最后，建設(shè)過程當(dāng)中，由于保險(xiǎn)業(yè)相對(duì)普通行業(yè)對(duì)信息數(shù)據(jù)的支持有更逼切的需求，本文也將從技術(shù)、管理、戰(zhàn)略等不同層面地去審視、構(gòu)建CRM系統(tǒng)，真正地體現(xiàn)“客戶”的重要性，并充分地利用客戶資源。同時(shí)本文也結(jié)合了行業(yè)的運(yùn)營特點(diǎn)，包括風(fēng)險(xiǎn)的評(píng)估、人員的管理等。這能令CRM系統(tǒng)在保險(xiǎn)業(yè)的應(yīng)用過程中，既實(shí)現(xiàn)了市場、銷售、服務(wù)協(xié)同工作的管理平臺(tái)；也通過管理客戶、潛在客戶、合作伙伴、員工、產(chǎn)品、競爭對(duì)手等實(shí)現(xiàn)業(yè)務(wù)工作的全面管理。從而規(guī)范業(yè)務(wù)流程，提高市場營銷能力和服務(wù)質(zhì)量，準(zhǔn)確分析決策，建立綜合的績效考核系統(tǒng)和戰(zhàn)略管理系統(tǒng)，達(dá)到全面提升企業(yè)核心競爭力的目的。

關(guān)鍵詞: 信息支持,商業(yè)智能,客戶資源,客戶關(guān)系

Abstract

By the arrival of Globalization and China’s entrance into WTO, the competition of domestic insurance market is becoming more and more heated. Domestic insurance industry is facing competition from outside as well as inside, and companies are working all out to seek breakthroughs.
A key to success has now emerged—a system that focuses on customers—CRM. As a service industry, the CRM of the insurance industry should explore base on “customer relations”, not merely stay on the stage of clearing customer information or building a so-called “call center”.
This article will analyze the planning, building, implementation of the CRM system, and further raise effective solutions.
The first, in terms of planning the CRM system, this article will discuss a series of related topics, such as the problems and mistakes that CRM of insurance industry faces, how to study from the overseas experience, and learn from them selectively, and so on.
Before building the system, the company should understand clearly that there is no one-step realization,should base on the needs of the different stages of informationalization. Finally, during the construction process, because the insurance industry has a more exigent need for the support of information date, this article will study and construct the CRM system from the different aspects of technology, management, and stragegy, and to identify the importance of the "client", and fully utilize the client resources. At the same time, this article also combines the characteristics of the industry, which includes the evaluation of risks, and the human resources management. This can ensure that during the application of CRM system in the insurance industry will achieve the marketing, sales, service, cooperations management platform; as well as achieving the all compassing management of clients, potential clients, partners, employees, products, and competitors. Therefore, it can standardlize the operation procedures, improve the marketing ability and service quality, correctly analyze the decisions, and achieve a higher core competitivity of the company.

Key words: Information Support; Business Intelligence; Customer Resource;
Customer Relationship