国华人寿保险公司服务创新研究

国华人寿保险公司服务创新研究作者姓名：咖啡小宋指导教师：XXX副教授单位名称：继续教育学院专业名称：工商管理东北大学2015年6月I目录摘要........................................................................................................IIIAbstract....................................................................................................IV第一章绪论..............................................................................................11.1研究背景及意义..............................................................................11.2研究方法..........................................................................................31.3研究内容..........................................................................................4第二章相关理论及文献综述..................................................................52.1服务管理理论概述...........................................................................52.2保险服务管理的概念和特征...........................................................52.3文献综述...........................................................................................72.4国内保险公司的服务管理创新......................................................92.4.1建立保险服务标准化的体系..................................................102.4.2建立专业化高素质人才队伍..................................................122.4.3建立和提高服务差异化水平..................................................122.4.4大力深化和改革服务创新.......................................................13第三章国华保险公司服务管理现状分析...........................................163.1公司简介.........................................................................................163.2国华人寿保险公司服务管理优势分析........................................18II3.2.1拥有遍布全国的服务网络和客联中心..................................183.2.2成为互联网金融发展的引领者..............................................193.2.3重视理赔时效性.......................................................................193.3公司服务管理中存在问题分析....................................................213.3.1服务基础动作不完善...............................................................213.3.2产品供给结构失衡...................................................................223.3.3服务灵活性不足，差异化不明显..........................................233.3.4品牌影响力匮乏.......................................................................233.3.5客户体验度不够.......................................................................24第四章国华人寿保险公司服务创新措施...........................................264.1建立标准化服务体系....................................................................264.2坚持差异化服务............................................................................274.3引入服务质量评估系统................................................................284.4拓展产品创新研发.........................................................................294.5加强公司对外宣传力度................................................................304.6设立商业健康保险机构.................................................................31结束语......................................................................................................33致谢........................................................................................................35参考文献..................................................................................................36III摘要现阶段的中国已成为世界保险大国，竞争日趋激烈，保险公司间的竞争也从保费竞争、价格竞争、代理人的竞争逐步过渡到客户服务的竞争。保险产品不同于其他商品，它是一种无形的产品，投保人与保险人（即保险公司）订立的是一纸在未来不确定时间内兑现承诺的合同，在合同存续期间，保险公司惟有通过长期稳定的优质服务，才能赢得客户的信赖，获得客户的长期认可与留存。因此，如何不断强化保险公司的客户服务水平，不断提升客户满意度，让简单、快速、热情和安心服务成为公司的核心优势，让服务优势成为公司竞争的核心，是国华人寿和当下众多保险公司亟待解决的问题。本文将立足国华人寿保险公司，以小见大，从客户保单生命的全周期，介绍当下保险服务的要素、特征，以及客户的期望与满意度的层面出发，从中找出优点和不足，并指出服务和客户满意度对现代保险企业发展和竞争的重要意义。结合本公司实际，对保单售后服务做出一套可行的、建设性的方案。真正实现以客户需求和服务体验为中心、以客户满意度提升为目标，不断消除保险公司在保险服务中的缺点和不作为，减少客户的抱怨和疑虑。从而提升公司的服务品质和品牌竞争力。关键词：保险服务标准化体系服务创新IVAbstractStage,Chinanowhasbecomethebigcountryofworldinsurance,competitionisbecomingincreasinglyfierce,thecompetitionbetweentheinsurancecompaniesalsocompetitionfrompremiumcompetition,pricecompetition,theagentgraduallytransitiontothecustomersandcompetition.Insuranceproductisdifferentfromothercommodities,itisakindofintangibleproducts,concludedbytheinsurerandtheinsurancecompanythepolicyholderisapieceofpaperinthefutureuncertaintimecommitmentcontract,duringthedurationofthecontract,insurancecompanyonlythroughlong-termandstablequalityservice,towinthecustomer'strust,toobtainthecustomer'slong-termapprovalandretained.Therefore,howtocontinuetostrengthentheinsurancecompanycustomerservicelevel,continuouslyimprovecustomersatisfaction,letissimple,fast,warmandcomfortableservicetobecomethecompany'scorestrengths,letserviceadvantagetobecomethecorecompetitionofthecompany,ChinaLifeandpresentanumberofinsurancecompanywhichisinanurgentneedtosolvetheproblem.BasedinChinaLifeInsuranceCompany.Frompolicycustomerlifecycle,introducestheelementsandVcharacteristicsofthecurrentinsuranceservices,andcustomerexpectationsandsatisfactionaspect,inordertofindouttheadvantagesanddisadvantages,andpointsoutimportanceofserviceandcustomersatisfactiononthedevelopmentandcompetitionofmoderninsuranceenterprises.Withtheactualcompany,thepolicyafter-salesservicetomakeafeasible,constructivescheme.Truet