摘要
摘要
随着国内外经济的快速增长以及网络智能化的快速普及，我国保险市场也
得到了迅猛发展，国家在大力推动保险业发展的同时，人们对保险的意识和理
念也在逐步提升。我国保险业发展时间较晚，同国外的保险市场相比存在较大
的差距，国内保险公司后续服务水平及服务支撑能力参差不齐，保险业口碑也
有待提升。在互联网+和后疫情时代的大环境下，银保渠道客户维系成为各银保
系保险公司服务的焦点，续期客户优质服务是保证企业长效发展的基石，打造
良好的续期客户服务平台，践行优质客户服务理念是保险公司的首要目标。
本文对国内外客户关系管理相关理论以及保险公司续期客户关系管理进行
研究，结合 Z保险公司续期客户关系管理的现状，通过对续期客户关系的现状
分析、并采用了调查问卷的方式对 Z保险公司续期客户满意度进行调查，剖析
了 Z保险公司续期客户关系存在的问题及原因，结合 Z保险“自营+代管”特色
模式与 Z保险公司实际经营情况进行结合分析，提出了构建 Z保险公司续期客
户关系管理的策略。
本文从 6个方面提出了改进 Z保险公司续期客户关系策略：首先从构建体
系的目的和构建思路着手，阐明续期管理体系构建的意义，以贯彻落实“视客
户为亲人”的客户服务理念，从公司内外提升企业的服务意识，从而提升续期
客户的忠诚度；其次，深化 Z保险“自营+代管”渠道赋能，将特色模式的管理
效益发挥到最大化，建设全新的续期客户服务体系，把牢续期客户，稳定保险
业务的高品质发展；然后，以优化续期客户服务平台和强化续期客户管控机制
为抓手，打造全国标准化的服务团队、高效的线上化服务以及大续期客户服务
为续期客户关系管理平台；最后，以细化续期服务管理系统为落脚点，打造畅
通的续期客户关系反馈平台，建立良好的沟通渠道。通过 6个方面的管理策略，
希望能够提升 Z保险公司续期客户关系管理能力和水平，从而逐步提升 Z保险
续期客户满意度和忠诚度，提升 Z保险的品牌形象和企业竞争力。
本文提出的续期客户关系管理研究，提出了续期客户关系管理今后的努力
方向，同时也丰富了续期客户关系管理的相关案例，可为银保渠道续期客户关
系管理提供了参考。
关键词：银保渠道；续期；客户关系；保险；
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ABSTRACT
ABSTRACT
With therapideconomic growthat homeandabroad andthe rapid
popularization of network intelligence, the domestic insurance market has also
developed rapidly. While vigorously promoting the development of the insurance
industry, people's awareness and concept of insurance are also gradually improving.
The development of China's insurance industry is relatively late, there is a large gap
compared with the foreign insurance market, the follow-up service level and service
support capacity ofdomestic insurance companies arealso uneven, andthe
reputation of the insurance industry needs to be improved. In the environment of
Internet plus and post epidemic era, the customers of bank and insurance channel
have become the focus of the insurance service of all bank insurance companies. The
renewal of customers' quality service is the cornerstone of ensuring long-term
development of enterprises. Building a good renewal customer service platform and
practicing qualitycustomer serviceare theprimary objectivesof insurance
companies.
This paper studies the relevant theories of customer relationship management at
home and abroad and the renewal customer relationship management of insurance
companies,Combined with the current situation of renewal customer relationship
management of Z Insurance company, through the analysis of the current situation of
renewal customer relationship and the way of questionnaire, this paper investigates
the renewal customer satisfaction of Z Insurance company,This paper analyzes the
problems and reasons existing in the renewal customer relationship of Z Insurance
company, and puts forward the strategy of constructing the renewal customer
relationship management of Z Insurance company combined with the characteristic
mode of "self support + escrow" of Z insurance and the actual operation of Z
Insurance company.
This paper puts forward the strategiesto improve the renewal customer
relationship of Z Insurance company from six aspects: firstly, starting from the
purpose and idea of building the system, clarify the significance of building the
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ABSTRACT
renewal management system, so as to implement the customer service concept of
"treating customers as relatives", and improve the service awareness of enterprises
inside andoutside thecompany, so asto improvethe loyalty ofrenewal
customers;Secondly, deepen the empowerment of Z insurance's "self support +
escrow" channel, maximize the management benefits of the characteristic model,
build abrand-new renewal customerservice system, strengthenthe renewal
customers and stabilize the high-quality development of insurance business;Then,
focusing on optimizing the renewal customer service platform and strengthening the
renewal customer control mechanism, build a national standardized service team,
efficient online service and large renewal customer service as the renewal customer
relationshipmanagement platform;Finally,takerefining therenewalservice
management system as the foothold, create a smooth renewal customer relationship
feedbackplatform andestablishgoodcommunication channels.Throughsix
management strategies, we hope to improve the renewal customer relationship
management ability and level of Z company, so as to gradually improve the renewal
customer satisfaction and loyalty of Z insurance, and improve the brand image and
enterprise competitiveness of Z insurance.
The research on renewal customer relationship management proposed in this
paper not only puts forward the future direction of renewal customer relationship
management, but also enriches the relevant cases of renewal customer relationship
management, which can provide a reference for renewal customer relationship
management in bancassurance channels.
Key Words: bancassurance channel; Renewal; Customer relationship; Insurance.
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