个人寿险中顾客价值探讨

近年个人寿险业务规模增长迅速,众多国内保险公司使用客户关系管理系统来提升自身的服务水平。顾客价值是客户关系管理方案中的一个关键因素。从顾客价值的两种研究方面入手,分析两者的关系,并运用相应的方法衡量两种顾客价值,提出了结合两种顾客价值的研究方法来开展个人寿险的客户关系管理,有利于建立一种持续、稳定的双赢关系环境。

Individual insurance business expanded rapidly in recent years, and many domestic insurance companies use customer relationship management system to improve their services. Customer value is an important factor in the plan of customer relationship management. This paper proceeds from two types of research on customer value, analyzes their relationship, and applies appropriate methods to measure the customer value of each of them. In conclusion, this paper proposes on how to conduct customer relationship management for individual life insurance based on its study of the two types of customer value, and deems it effective to establish and maintain a consistent and stable win-win environment.