摘 要客户忠诚度管理,在国内目前对保险行业一直是一个不断创新完善的领域,保险行业没有一个完整的体系和解决方案去应对瞬息变幻的市场变化。因为一个好的客户忠诚度管理项目需要产品、服务、运营等各方面的支持,在人力和资金上的耗费也不低。当大家听到保险行业客户忠诚度管理时,脑海里首先闪现的一定是保险销售人员利用办理给客户在年节附近给客户赠送消费券、礼品、或组织其他团建休闲活动来拉近客户与保险产品的距离。而现代的客户忠诚度管理远远不止这些,如何利用客户忠诚度管理的理念以及手段,在竞争激烈的中国保险行业市场为中国平安沈阳分公司沈阳分公司争取更多的市场份额,在众多的竞争对手中脱颖而出,这将是摆在中国平安沈阳分公司沈阳分公司面前的一个难题。本文首先对论文的选题背景以及研究意义做了简单介绍，对中国平安沈阳分公司的基本情况展开分析，重点研究客户投诉处理效率过慢、客户信息不准确、以及顾客权益单一，服务态度不够等问题，并针对研究结果提出相应改进对策。最后对本研究的结论进行总结，以期为提高中国平安沈阳分公司客户忠诚度作出建议。关键词：保险企业：客户忠诚度：问题与对策AbstractAs a new industry in China, customer loyalty management is still an immature field for the insurance industry. The insurance industry does not have a complete system and solution to deal with the changing market. Because a good customer loyalty management project needs the support of product, technology, operation and other aspects, and the cost of human and capital is not low. When you hear about the customer loyalty management in the insurance industry, the first flash in your mind must be that the insurance sales personnel use the procedures to give customers consumption coupons, gifts near the annual festival, or organize other group construction leisure activities to close the distance between customers and insurance products. Modern customer loyalty management is far more than these. How to use the concept and means of customer loyalty management to gain more market share for China P...
