第 1 章 绪论 ····················································································1 1.1 选题背景和意义 ·····································································1 1.1.1 选题背景 ······································································1 1.1.2 研究意义 ······································································2 1.2 国内外研究现状 ·····································································3 1.2.1 国外研究现状 ································································3 1.2.2 国内研究现状 ································································4 1.3 研究思路和研究方法 ·······························································5 1.3.1 研究基本思路 ································································5 1.3.2 主要研究方法 ································································5 第 2 章 研究理论基础 ········································································6 2.1 客户关系管理概述 ··································································6 2.1.1 客户关系管理定义 ··························································6 2.1.2 客户关系管理的内涵 ·······················································6 2.2 关系营销···············································································7 2.2.1 关系营销的含义 ·····························································7 2.2.2 关系营销的本质特征 ·······················································8 2.2.3 关系营销与客户关系管理 ·················································8 2.3 客户价值 ··············································································8 2.4 客户细分 ··············································································9 2.4.1 客户细分的概念 ·····························································9 2.4.2 客户细分的内涵 ·····························································10 第 3 章 J 保险经纪公司的客户关系管理现状及问题··································11 3.1 J 保险经纪公司概况·································································11 3.1.1 我国保险行业发展现状 ····················································11 3.1.2 J 保险经纪公司概况 ·························································14 3.1.3 J 保险经纪公司组织架构 ···················································16 3.1.4 J 保险经纪公司经营情况 ···················································16 3.2 J 保险经纪公司客户关系管理现状···············································17 3.2.1 客户群体分析 ································································17 3.2.2 客户关系管理流程分析 ····················································18 3.2.3 信息系统现状分析 ··························································22II 3.2.4 数据及信息质量现状 ·······················································22 3.2.5 客户关系现状 ································································23 3.3 J 保险经纪公司客户满意度调研··················································24 3.3.1 调查方案解析 ································································24 3.3.2 问卷发放与回收情况 ·······················································26 3.3.3 问卷统计数据整理分析 ····················································26 3.4 J 保险经纪公司客户关系管理存在的问题与原因分析 ······················29 3.4.1 缺乏统一的客户关系管理机制 ···········································29 3.4.2 客户关系管理缺乏有效策略 ··············································30 3.4.3 客户关系管理系统问题 ····················································31 3.4.4 组织架构与客户关系管理契合问题 ·····································32 第 4 章 J 保险经纪公司客户关系管理建议··············································32 4.1 落实“客户至尊，服务至上”的经营理念 ·······································32 4.2 客户满意度测评机制效用最大化················································33 4.2.1 建立健全客户满意度调研机制 ···········································33 4.2.2 针对调研后的数据整理和跟踪反馈 ·····································34 4.2.3 健全岗位考评机制 ··························································35 4.3 客户关系管理流程优化 ····························································35 4.3.1 改善营销业务流程 ··························································35 4.3.2 优化期内服务流程 ··························································36 4.3.3 前、中、后台流程契合 ····················································37 4.4 客户信息系统优化 ··································································37 4.5 组织架构调整 ········································································38 4.5.1 建立以客户服务为中心的组织架构 ·····································39 4.5.2 加强扁平化管理 ·····························································39 第 5 章 结论与展望 ···········································································40 5.1 结论 ····················································································40 5.2 展望 ····················································································41。。。。。。以下内容略