顧客關係管理-以保單健診為例

Abstract

保險事業在台灣競爭相當激烈，新業務開發不易，舊客戶維繫艱難，因此除了開發新客戶，更需要加強既有客戶之間的關係，以避免客戶流失，造成企業損失。本研究動機在於如何以服務主導邏輯進行顧客關係管理，找出商品核心能力，找出能從這些能力中獲益的潛在消費者，透過建立客製化（保單健診），提供具競爭力的價值主張，深化消費者關係，滿足他們的需求，進而提高顧客滿意度，加深客戶忠誠度、提升績效。透過探討壽險從業人員以服務主導邏輯經營顧客關係管理的優勢。以及本研究個案分析潛力顧客樣貌。掌握潛力客戶樣貌，對於客戶的輪廓能有更多精準度。

The insurance business is fiercely competitive in Taiwan, new business development is not easy, and old customers are difficult to maintain. Therefore, in addition to developing new customers, it is necessary to strengthen the relationship between existing customers to avoid customer loss and cause corporate losses. The motivation of this study is how to manage customer relationship with service dominant logic, identify core competencies of products, identify potential consumers who can benefit from these capabilities, and provide competitive by establishing customized (policy and health care). Value proposition, deepen consumer relations, meet their needs, and then through the valueless customer feedback, successfully formalize the value proposition to achieve improved performance. Finally, invite customers to participate in the value creation process, which is to create value with customers. Based on the research background and motivation of this paper, it is expected that the research will achieve the following objectives: (1) Exploring the advantages of life insurance practitioners in operating customer relationship management with Service dominant logic. (2) Analysis of potential customer appearance in this research case.