论客户资源的深层细分与管理

当前,我国保险客户群体数量巨大,每一位客户的保险需求又多种多样。但各保险企业产品同质化严格,对客户缺乏有效的细分和管理,一方面拚命去寻找新客户,成本加大;另一方面对已拥有的客户又没有充分满足其需求或激发其潜在需求,资源浪费。因此,如何科学地将客户进行分类管理,进而深度挖掘客户资源,促进业务增长、增强盈利能力,提升保险企业核心竞赛力,是保险企业可持续发展的重要课题。本文从保险客户的特点入手,对保险客户的分类与分类管理进行了阐述,对如何通过客户的分类管理深挖客户资源进行了粗浅的探索。

Nowadays, there is a huge number of insurance customers m Chma, each ot them having var ied demands of insurance. While the homogenization of insurance products in the insurance companies resulted in the lack of effective segmentation and management for the customers. On the one hand, the insurance companies try hard to find new customers, which will increase the cost; on the other hand, they cannot meet the customers＇ need efficiently or trigger their potential needs, thus wasting the resource. Therefore, it is an important task for the insurance enterprises to manage the customers according to their classifications, deeply searching for the cus tomers＇ resources, promoting the business increase, enhancing their profit ability and improve the core competi- tion so as to maintain their sustainable development. Starting from the characteristics insurance customers, this paper discusses the classifications and management of insurance customers and explodes the ways to exploit cus tomer resource by classifying the customers.