保险客户价值评估新方法及其应用初探

A New Method to Evaluate Customer Value in Insurance Industry

财产保险公司往往用综合成本率等传统财务指标来衡量某类客户的价值,以此作为各项经营决策的重要依据。但该类指标容易导致经营决策的短期倾向,不能有效对接资本市场对上市保险公司的价值评估要求,也不能很好的适应"偿二代"监管体系。笔者提出一种新方法――风险收益分析法来评估客户价值,运用风险的定量模型,综合评估不同客群的收益和风险水平,客观评价客户价值。同时本文探讨了该方法在业务策略、承保规则制定、再保方案、绩效评估等领域的应用方案。

Usually, traditional financial indicators like combined ratio are used to describe the value of a certain kind of customers, thus being important references for business decisions in property insurance companies. However, this kind of indicators may lead to marketing myopia, can＇t meet the value evaluation requirements of the equity market for listed insurance companies and adapt to the new regulation system. In this paper, the author brings out a new method, risk and return analysis method, to evaluate customer value. With quantitative model, we can evaluate different kinds of customer value through evaluating their risk and return level. What＇s more, the applications .of the new method in business strategy, underwriting rules making, re-insurance plan and performance evaluation are discussed.