本研究旨在探討壽險業顧客關係管理之策略步驟與模 式, 期能將研究結果作為壽險業各公司進行顧客關係管理時 之參考。本研究採用深度訪談法, 訪談對象為五位壽險業高 階主管, 在訪談過程中取得受訪者的同意進行錄音, 並將錄 音檔轉為逐字稿, 隨即進行編碼並進一步進行研究結果分析 與討論。 根據文獻分析、訪談以及研究者觀察結果進行三角驗證, 獲得結論: ㄧ 、壽險業顧客關係管理之關鍵成功因素分為資 訊標準化、跨部門協調運作、標準作業流程、主管支持與組 織認同;二、壽險業顧客關係管理策略步驟分為建立資料庫、 分析顧客資料、辨識價值顧客、良好顧客互動、留住價值顧 客、找出潛力顧客; 三、壽險業顧客關係管理模式分為活動 管理、通路管理、目標顧客。
This research is for the purpose of discussing the l i f e insurance company customer to relate strategy of step and the pattern the managemen t , the time can carry on the findings as life insurance industry various companies Customer Relationship Management, the reference. This research uses the depth interview law, the interview object is five life insurance company executive, obtains participant's agreement in the interview process to carry on the sound recording, and will record the files to transfer word by word the manuscript, carries on the code immediately and further carries on the findings analysis and the discussion. According to the literature analysis, the interview as well as the researcher observed result carry on the triangle confirmation, obtains the conclusion: the life insurance industry Customer Relationship Management key of success factor the management to divide into the information standardization, the trans-departmental coordinated operation, the standard work flow, the responsible support and the organization approves; Second, the life insurance industry Customer Relationship Management strategy step to divide into the establishment information bank, to analyze the customer material, the identification value customer, the good customer to interact, to detain the value customer, to discover the potential customer; Third, the life insurance industry Customer Relationship Management pattern to divide into the active management, the circuit management, the goal customer.