- 學位論文
團體保險客戶開發與關係維持之分析
The Analysis of Group Insurance Marketing and Customers’ Relationship Maintenance
摘要
團體保險是以團體為保險對象，並且利用團體之名義進行投保。團體保險的行銷管道、客戶開發、維持等，都與個人保險皆有所差異。本論文之目的是探討團體保險的客戶開發與客戶關係之維持，藉由S保險公司案例分析如何進行團體保險的新客戶開發流程，另外也利用S保險公司案例分析分析如何維持團體保險既有客戶的關係。 本研究結果發現人壽保險公司在開發新客戶時，要注意該要保公司特性與需求，建構符合其需求之團體保險商品組合。在開發新客戶時，要保公司首要考量的因素多為團體保險保費價格，另外，經驗退費K值及E值也必須在核保的時候特別注意。而其他團體保險的「保障內容」、「行政服務」及「理賠速度」僅是在人壽保險公司與同業競爭公司團體保險保費報價相接近，才會對於要保公司的決定產生影響。 在客戶關係維持方面，人壽保險公司需要注重團體保險過去損失金額之分析。如果團體保險要保公司是人數較多的公司，也有自費案或公費案時，壽險公司需要對於不同案件與保險種類之理賠經驗進行較詳細的分析，另外經驗退費K值及E值也需與公司進行協商。如果保費需要調整，壽險公司也需尋找一個雙方皆可接受的方法。期望本研究可以提供有關團體保險的客戶開發與維持之經驗，給壽險公司參考。
並列摘要
Group insurance can be defined as the insurance that covers the defined and specific group of people. The marketing channel, developing new clients and customers’ maintenance of group insurance are extremely different with the individual insurance. The purpose of this study is to analyzing how the life insurance companies to develop new clients and maintain the customers’ relationship. This paper utilizes the group insurance cases from the S life insurance company to achieve the above two purposes. From the aspect of marketing, in the stage of developing new customers, life insurance companies should pay attention to the characteristics and needs of the firms. Furthermore, life insurance companies can construct a group insurance product portfolio that meets the firms’ needs. The most important factor of developing new customers is the group insurance premium. The life insurance companies also pay attention on the experience of refund K value and E value in the process of underwriting. From the aspect of customers’ relationship maintenance, life insurance companies should pay more attention to analyze past loss experience of group insurance. Based on the previous loss experience, life insurance companies should negotiate the refund ratio, K value and E value, with their customers. If the group insurance premiums need to be adjusted, life insurance companies also find a reasonable premium that can be accepted. Wish this study can provide the experience of the client development and maintenance of group insurance to the life insurance companies.