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近年个人寿险业务规模增长迅速,众多国内保险公司使用客户关系管理系统来提升自身的服务水平。顾客价值是客户关系管理方案中的一个关键因素。从顾客价值的两种研究方面入手,分析两者的关系,并运用相应的方法衡量两种顾客价值,提出了结合两种顾客价值的研究方法来开展个人寿险的客户关系管理,有利于建立一种持续、稳定的双赢关系环境。
In recent years, the scale of individual life insurance business has been rapidly growing. Many domestic insurance companies use customer relationship management systems to enhance their service levels. Customer value is a key factor in customer relationship management solutions. Starting from the two research aspects of customer value, this paper analyzes the relationship between the two and uses the corresponding method to measure the value of two kinds of customers. It puts forward the research method of combining two customer values to carry out customer relationship management of individual life insurance, Continuous, stable win-win relationship environment.