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本文以中国人民人寿保险股份有限公司(以下简称中国人保寿险公司)客户关
系管理体系改进为研究对象。从理论和实践两方面对客户关系管理体系改进与实
施进行探讨。首先,对中国人保寿险公司的客户关系管理体系现状进行了较为深
入的分析,明确了自身的客户关系管理体系所存在的问题。接着,针对中国人保
寿险公司CRM体系所存在的问题,本文结合中国人保寿险公司的客户关系管理
实际运作情况,设计了适合中国人保寿险公司客户关系管理体系改进方案,通过
CRM理论,组织行为学、人力资源管理以及企业资源规划的相关理论,在呼叫中
心建设、业务流程重组、组织结构设计、人力资源开发以及企业文化等方面提出
了相应的改进对策。最后,明确了改进客户关系管理体系的实施思路,提出了确
保公司客户关系管理体系改进的成功要素。
通过对中国人保寿险公司客户关系管理体系改进研究,为该公司客户关系管
理的建设提供了理论依据。同时,也为其他保险公司的客户关系管理建设起到一
个参考和借鉴作用。
关键词:中国人保寿险公司;客户关系管理;改进研究
III
Abstract
If insurance companies want to survive in competition, they must enhance the
customer awareness; provide a high standard of service and support to consolidate the
good relationship between the customers. Meanwhile, insurance companies must have
the ability to identify and control the risk of the management, and also be able to
accurate positioning and subdivision to customers. If insurance companies want to
have these abilities, perfect service and advanced data management is indispensable,
and all these need information means to escort. Customer Relationship Management
(CRM), as a kind of effective promotion on core competitive power for modern
enterprise, will become the necessary means for insurance companies on enhancing
strength and obtaining competitive advantage.
This paper takes the improvement of the Customer Relationship Management
system of PICC life insurance company limited for research object. From two aspects
of theory and practice, the paper discusses improvement and implement of customer
relationship management system. Firstly, the paper analysis CRM system status of
PICC Life Insurance in depth, and clears the problems in CRM. system. Secondly, the
paper also makes carefully analytical study. through combining actual operation
situation of PICC Life Insurance. through the CRM theory, organizational behavior,
human resource management, and ERP theory. The paper puts forward corresponding
countermeasures, including call center construction, business process reengineering,
organizational structure design, human resource development, corporate culture etc.
Finally, the paper defines the implement ideas for improving CRM system,. In order to
improve CRM system, the paper also brings forward success factors.
Through researching on improvement of the Customer Relationship Management
system of PICC life insurance company limited, the paper provides the theory basis for
our company on. construction of CRM system, also plays a reference role for other
insurance companies on construction of CRM system.
Keywords: PICC Life Insurance Company Limited;Customer Relationship Management;
improvement study
IV
目录
湖南大学学位论文原创性声明和学位论文版权使用授权书.I
摘要II
Abstract........III
插图索引.......VI
附表索引......VII
第1章绪论.........1
1.1 选题背景与研究意义..1
1.1.1 选题背景..1
1.1.2 研究意义..1
1.2 文献综述.........2
1.2.1 客户关系管理研究分析...2
1.2.2 客户关系管理的内涵.......3
1.3 研究思路与方法.........4
1.3.1研究思路与内容...4
1.3.2研究方法...5
第2章中国人保寿险公司客户关系管理体系架构与现状分析....6
2.1 中国人保寿险公司基本情况..6
2.1.1 中国人保寿险公司简介...6
2.1.2 中国人保寿险公司发展进程.......6
2.1.3 中国人保寿险公司面临的压力...7
2.2 中国人保寿险公司客户关系管理体系现状...7
2.2.1 中国人保寿险公司客户关系管理体系架构........7
2.2.2中国人保寿险公司客户关系管理体系架构内容.8
2.3 中国人保寿险公司客户关系管理体系应用中存在的问题..10
2.3.1 分析型客户关系管理系统缺乏深层次开发......10
2.3.2 客户关系管理系统业务功能不完善.....10
2.3.3 不注重业务流程和组织结构的重组.....10
2.3.4 传统机制不易改变和经营管理观念性障碍......11
2.3.5 实施客户关系管理缺少客户和员工的参与......11
第3章中国人保寿险公司客户关系管理体系改进方案..12
3.1 中国人保寿险公司客户关系管理体系系统类型改进..........12
V
3.2 中国人保寿险公司客户关系管理体系系统业务功能改进..14
3.2.1 中国人保寿险公司客户关系管理系统与其他系统的关系.......14
3.2.2 基于客户关系管理系统现状的系统业务功能改进......15
第4章中国人保寿险公司客户关系管理体系改进方案实施保障24
4.1 客户关系管理体系改进方案实施的关键因素.........24
4.2 中国人保寿险公司客户关系管理体系改进实施的成功要素..........24
4.3中国人保寿险公司客户关系管理体系改进实施思路..........27
4.4客户关系管理体系改进方案实施的保障措施..........29
4.4.1 与客户关系管理体系改进方案实施相匹配的业务流程重组...29
4.4.2 与客户关系管理体系改进方案实施相匹配的企业组织重整...34
4.4.3 与客户关系管理体系改进方案实施相匹配的企业文化建设...37
4.4.4 与客户关系管理体系改进方案实施相匹配的人力资源变革建设.......39
结论42
参考文献.......44
致谢46