寿险公司客户经营研究

Research on Client Management by Life Insurers

良好和有效的客户经营,可以给保险公司带来许多利益,如增加保费、降低成本、提高利润、通过转介绍带来新客户、提高业务人员的留存率等。但目前寿险公司对客户经营的认识仍存在一些误区,如更多地关注新保单和新客户、仅仅停留在简单的服务上等,阻碍了客户经营水平的提高。有效客户经营的途径主要有:选择盈利客户,发挥服务员工的关键作用,留住有价值的客户,正确处理客户经营与成本控制、风险控制和提升服务的关系。

Effective client management can bring some benefits to life insurers such as more premiums, less cost, higher profits, more clients through referral, and even higher retention rate of agents. However, not everyone has a correct understanding of the importance of client management. Some insurers pay more attention to new policy and new customers and only offer sketchy customer services, which hinders improvement of their customer service. Effective client management measures are selecting profitable customers, effectively mobilizing customer service personnel, retaining valuable customers, and properly dealing with the relationship between client operation and cost control, risk control and service enhancement.