平安保险公司基于CRM的服务质量管理

摘要
随着我国加入WTO，我国的保险市场竞争将全方位展开。国外保险企业不断进入我国市场，使得竞争趋向白热化。而客户对保险意识的不断提高，客户需求日趋多样化和个性化，这都使得我国保险公司面临巨大的市场竞争挑战。
竞争的终极目标是对客户资源的争夺，特别是对VIP客户的争夺。要实现这个目标就必须提高公司的服务质量水平，满足客户各种个性化需求，增加客户满意度和忠诚度。CRM作为改善企业与客户之间关系的新型管理制，是当前提高企业服务质量水平，增加客户满意度的重要手段，平安保险公司要想在未来的竞争中立于不败之地，必须加强对客户关系管理的研究，实施基于CRM的服务质量管理，提高服务质量水平，巩固和发展客户资源。
本文对保险服务的定义和特征、服务质量的内涵和CRM的概念等进行了阐述，指出保险服务现存问题，并提出改进方法；利用质量综合评价模型，对平安保险公司的服务质量进行研究评价，找出制约平安保险公司服务质量水平的相关素；针对这些问题在CRM的基础上，实施以“客户为中心”的服务质量管理，以提高平安保险公司的服务质量水平，增加客户满意度。

关键字：CRM、保险业、服务、服务质量

Abstract
Following China's accession to the WTO, China's insurance market competition will all start. Foreign insurance companies have entered China's market, making competition more intense. Insurance awareness of customers continuously improve and customer needs have become more diverse and personalized, which makes our insurance companies face enormous challenges in market competition.
Competition for customers is the ultimate goal for resources, in particular for VIP clients compete. To achieve this goal we must improve the level of quality of service companies that meet various personalized customer demand and increase customer satisfaction and loyalty.  CRM for improving the relationship between the new business and customer management system, is currently improving the quality of business services, an important means to increase customer satisfaction, Pingan Insurance Company in the future if the competition in an invincible position, the need to strengthen research on customer relationship management, CRM implementation based on the quality of service management, improve service quality levels, the consolidation and development of client resources.
This paper expound the definition and characteristics of insurance services, and expound the content and quality of services such as CRM concept, and point out the existing problems of insurance services and proposed ways to improve. Used Perceived quality evaluation models to study Pingan Insurance Companies QOS evaluation, and find the related factors which constraints the levels of service quality in Pingan Insurance Company. Aim at these issues, implementation the service quality management of "customer-centre" basis on the CRM to enhance the quality of service levels of Pingan Insurance Company, and increased customer satisfaction.

Key word: CRM, insurance, service, quality of service.

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