壽險從業人員導入顧客關係管理系統之研究─以安泰人壽顧客關係經營管理系統為例

A Case Study on the ING Aetna’s Customer Relationship Management System of the Life Insurance Agents

郭忠奇(Chung-Chi Kuo)

指導教授 ： 劉子琦

亞洲大學/管理學院/國際企業學系碩士班/碩士(2006年)

摘要

近年來，整個金融市場面臨重大的改變，金控公司的成立，使得銀行、保險、證券，由原本的獨立金融機構，經由合併或交叉持股，再進行跨業行銷與交叉行銷，致使壽險市場的從業人員受到相當之衝擊，客戶面對的通路更加多元忠誠度亦因而降低。
因此，本研究透過個案深度訪談與資料分析的分析，將壽險公司的顧客關係管理系統(CRM)與業務人員的顧客關係經營管理(CRDM)系統，在運用時，以「關係行銷」與「顧客滿意」兩構面加以探討，而顧客關係經營管理系統包括:「人格特質」、「專業知識」、「行銷技術」與「優質服務」等四面向，在實作運用上歸納分析出與關係行銷、顧客整體滿意度之影響。
在關係行銷與顧客整體滿意度上，透過顧客關係經營管理的運用，由吸引關係、維持關係、進而提昇關係，客戶如能得到業務人員的專業知識、優質服務與顧問式的行銷技巧，在關係的提昇上有相當大的助益，而後續優質的服務與良好的互動、真誠的關懷，適時解決客戶所擔心的問題，成為客戶在財富管理上的家庭醫師，如此，才能在顧客整體滿意度上符合客戶的需求，並進而推薦轉介紹。
在此研究中，特針對顧客關係經營管理(CRDM)系統的運用與「關係行銷」、「顧客滿意」的關聯加以探討並據以提出適當的具體建議。

關鍵字

關係行銷、顧客滿意、顧客經營管理

並列摘要

The financial markets faced radical revolutions recently. Owing to the financial holding companies established, the banks, life insurance and certificate institutes had made the progression from the independent-selling to cross-selling by merging and cross-stocking. That’s why the life insurance sales had changed seriously and the customers had much more thoroughfares but less loyal.
Through in-depth interview and historical evidence analysis, I explored the correlation of marketing and customer satisfaction in CRM(customer relationship management) and CRDM(customer relationship development management) concerning life insurance business. Furthermore, I analyzed the influences of the CRDM system about relationship marketing and customer satisfaction, including characteristics, professional financial knowledge, marketing craftsmanships and perfect services.
After applying CRDM to the relationships between customers and sells, it could be found that more benefit in customer relationships are promoted if the customers could get professional knowledge, perfect services and marketing craftsmanships from sales agent.In conclusion, I gave some specific suggestions for life insurance agents, such as become the customer’s family consultant in financial management by perfect services, well communications skills, sincerely attentions, and solving the problems properly for the customers’ satisfaction.

並列關鍵字

Relationship Marketing, Customer Satisfaction, Customer Relationship Management, Customer Relationship Development Management

參考文獻

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