寿险顾客让渡价值分析

An Analysis on Life Insurance Customer Delivered Value

顾客以其让渡价值作为价值取向,做出购买、再购买决策。寿险顾客让渡价值的构成要素具有一定的特殊性,通过对寿险顾客让渡价值构成要素的分析,得出提高寿险顾客让渡价值的途径,对提高寿险公司整体经营管理水平、提高市场竞争力具有重要意义。提高顾客让渡价值首先是企业经营理念、经营战略的问题,是涉及到企业各部门、各经营环节以及业务合作伙伴的系统工程。可以采取提高保险产品的核心价值、不断发掘保险产品的延伸价值、不断改进客户服务体系、提高员工对公司的满意度和忠诚度、严格选择业务合作伙伴等措施来提高顾客让渡价值。

Clients make decisions of purchase and repurchase on the basis of their delivered value orientation. The components of delivered value of life insurance clients are quite unique. The analysis of life insurance clients＇ delivered value components can help us find the route to lift their delivered value, and in turn, offer an important indication to improve the overall operation management level of life insurers and enhance their competitiveness. Increasing customer delivered value is, first of all, an issue concerning operational concept and operation strategy. It is a systematic engineering related to each and every internal departments and operation procedures and business partners. Increasing customer＇s delivered value can be achieved by enhancing core value of insurance products, continuously exploring extension value of the products, improving on customer service system, lifting employees＇ satisfaction with and loyalty to the company and strictlv selecting business nartners.