Different customer service of the case studies by Ping An Property Insurance Company.doc

different customer service of the case studies by ping an property insurance companysubmitted by sun yuhongstudent id number w2005a2003b0042supervised by xieqiana paper submitted in partial fulfillment of the requirements of the degree of bachelor of artsthe institute of online educationbeijing foreign studies university北京外国语大学网络教育学院学士学位论文诚信声明本人郑重声明： 所呈交的学士学位论文，是本人在导师的指导下，独立进行研究工作所取得的成果。论文所涉及的项目为本人亲自负责或者参与实施的项目。除文中已经注明引用的内容外，本论文不含任何其他个人或集体已经发表或撰写过的作品成果。本人完全了解本声明的法律结果由本人承担。学士学位论文作者签名：孙宇虹日期： 摘要中国平安保险集团股份有限公司是中国第一家以保险为核心的多元金融业务为一体的综合金融服务公司。中国平安财产保险股份有限公司是集团下属子公司。目前位列中国第三大财产保险公司。平安拥有完善的治理架构，建设了以电话中心和互联网为核心，依托门店服务中心和专业业务员队伍的3a 服务模式.但随着市场竞争的加剧、保险产品同质情况严重，监管部门对产品的控制力度大，所有保险公司的产品受到监管。规模较小的保险公司价格优势明显，如何才能突破价格竞争，控制风险以及品质，成为公司发展核心竞争力的重点。客户服务成为最有利的“武器”，因此公司亟待有效的客户服务策略来提高产品的核心竞争能力，开拓市场，留存忠诚度客户。由于先行的客户服务策略相对单一，没有真正满足不同层次的客户需求，因为本论文通过该计划的设计、实施、监控与评估过程，以期研究探索出一套能有效的客户服务政策。满足不同客户的需求，让客户满意。关键词：保险 ；客户服务 ；分层定位； abstractping an of china is the first integrated financial services group in china. ping an property insurance company is a subsidiary of group. it is the third largest property insurance company in shanghai. ping an has a good governance framework which establishes the call center and the companys home as the core, providing the customer the service of and time, any where, any way. with the high competition of the market and the high homogeneity of the insurance products, the other smaller insurance companies in shanghai are beginning of a significant price advantage whose comprehensive costs are smaller. how to breakthrough the price competition without cost of the quality of the business become the important affect of the development of the whole company. customer service becomes the sharp weapon. so, the company does need take appropriate customer service policy to the problem facing the company. owning to similar customer service policy, different customers dont be provided the proper customer service. to better understand the problem of customer loyalty, the author conducted a swot analysis, comprised of a situation analysis of the companys situation in general. key words: insurance; customer service; policytable of contentstable of contents1. introduction2. summary of the preliminary research. 2.1 problem . 2.2 problem analysis 2.2.1 companys current situation 2.2.2 needs and wants analysis 2.2.3 swot analysis 3. project objective and hypothesis3.1 project objective3.2 project hypothesis4. project rationale5. project design 5.1 planning of activities 5.1.1 activities planned to take place. 5.1.2 critical path of the planned activities 5.1.3 time-scale of activities . 5.1.4 people involved and their responsibilities 5.2 cost analysis 5.3 plan for monitoring and evaluation of the project - 5.3.1 monitoring plan - 5.3.2 evaluation plan - 5.4 risk analysis - 5.4.1 the potential risks analysis - 5.4.2 protective measures to be taken -6. project implementation - 6.1. general introduction of time, place - 6.2 the working steps of implementation -7. project findings and discussion- 7.1. findings of the project - 7.2. results discussion -8. conclusion -bibliography -appendix i: the project framework -appendix ii: activity flow chart with time-scale -appendix iii: customer needs and wants survey -appendix iv: sampling specification form -appendix v: project progressive checklist -appendix vi: post-npi customer questionnaire -layered customer service of the case studies by ping an property insurance company 1. introduction the author is the staff in one listed insurance company- ping an and has been work for its customer service department for there years. the company is facing some problems recently due to fierce competition in the market. so the author decided to use the company as the subject for the practical business project design. the companys market share accounted for 20% of the property insurance market as a whole. it is the third largest property insurance company in china and of course in shanghai. pingan has plenty of first-rate fitness equipment and a large working place. the staff members are professional and knowledgeable. however, there are other insurance companies in shanghai. they are also equipped with excellent facilities. but most of them are competition with the price. many customers are thinking of saving the price if the products provided by the company are similar. but the price policy is fixed in ping an and the products in this market are of high homogeneity. so, the author gave a clear explanation of the problem of the project and of how it is related to the writers own career. in order to maintain customers loyalty, the author thinks the company needs to have a better understanding of the customers apart from a general picture of its need on service. only by knowing its customers needs well can they take appropriate customer service policy to the problem facing the company. it is believed that market research on consumer needs at the company will help provide a clear picture of its customers needs and wants, and give us a firm basis for measures to maintain customers loyalty.2. problem identification and analysis2.1 problemthe problem ping an is facing is that what is the different levels of the customer wants and how to set up the proper customer service policy.2.2 problem analysisto better understand the problem of customer loyalty, the author conducted a swot analysis, comprised of a situation analysis of the companys situation in general, a needs analysis of the key factors concerning the ping an, and a swot profile summarizing ping ans business advantages and disadvantages. 2.2.1 situation analysis of ping an property insurance company physical resourcesping an property insurance company was founded in 1994, based in shenzhen. it belongs to the china ping an insurance group co., ltd. the branch in shanghai located around jingan temple where in the downtown of this city. ping an also has a large support center in zhangjiang hi-tech park, covers an area of ? square meters. it is the third largest property insurance company in shanghai. human resourcesping an property insurance company has 800 qualified staff working in ?departments. all senior staffs have certification for financial, legal, insurance or other related professionals. since the author works as the customer relationship supervisor for the cs department for three years, at times the author also is a customer in ping an. miss shan and mr. cao are two colleagues at the office, who offers help by distributing and collecting survey forms. financial resourcesthe company has attracted more about ? members since its founding and the annual revenue reached rmb 200 billion in 2007. the cs department receives support from head office on service improvement. the budget also covers the authors market research. pest analysis china has a stable political, economic, and social environment. with the growing development of finance, more enterprises and individuals need insurance to protect their daily life. the government encourages all citizens to participate in this activity. as the host city of the 2010 world expo, shanghai pays great attention to the security. property insurance has become the major methods of conflicts regulation and social stability for peoples daily exercise. on the other hand, all the insurance products are under regulatory control. the products provided in the market now has homogeneous problem. by the scale of the impact of the cost, small-scale insurance companys price advantages is clear. more and more customers insure other company. as a result, ping an property insurance company is facing both opportunities and challenges.to cope with keeping customers and develop more new customers, ping an must take action to set up different level of customer service policy to solve the problem of customer loyalty and maintain its competitiveness. otherwise, it would be left out of this fiercely competitive market. 2.2.2 needs analysis of ping an property insurance companya market research project looking for factors affecting customer loyalty to the insurance company must narrow the research problem through a needs analysis of the companys staff. the goal is to find out what sort of customer information would be considered crucial.first, a questionnaire was designed covering aspects that were thought to be included in a market survey of an insurance company. then the forms were distributed to all 40 people who have brought the car. in about two days, all 40 forms were returned. they were sorted and then analyzed.the results showed that over 80% of the customers are concern about the claims service. they think the claim service represent the companys honesty. most of the reputation of an insurance company comes from its claims service. the speeds of the claim, the attitude in attending to customers are the most important factors. in other respects, 60% of the customers think they will compare the price in case of the customer services are of the same. that is to say if the company provide an extra costumer service for their clients, the customers wont take price as the first consideration. furthermore, 20% of the respondents would like to receive insurance company some different service to commend their loyalty and good payment records. it is believed that there exits a group of customers who contribute the profit. company should establish the policy to lean to these customers in order to keep their loyalty.2.2.3swot analysisstrengths young, energetic, and friendly staff internationally qualified instructors head offices support reputable services large number of loyal customers adequate solvencyweaknesses declining profit due to lost customers inflexible pricing system no systematic customer survey mechanism restrictions on insuranceopportunities increasing demand for insurance 2010 world expothreats overinvestment in the market affecting the profit margin new rivals have new style of management and marketing strategy loss of instructors and customers to rivalsping an property insurance company ultimate goal is to overcome the first weakness, namely to stop the decline of profit and customer numbers. to achieve this goal, the company needs to deal appropriately with all of its weaknesses as well as some threats. if the sunny fitness center can make good use of its strengths, grasp some golden opportunities, avoid the threats, and overcome its weaknesses, its business will definitely improve.the immediate objective of this project is to define the key factors causing the customers purchase, and find the propitiate way the set up a customer service policy. market research on peoples thoughts seems to be a good start. my work and the support from the head office will ensure that we reach the large number of loyal customers and potential customers in company with our survey. based on the results of the needs analysis conducted among the customer, the project will focus on providing a different level customer service, what they need on the product, their opinions on the service, and feedback on our current service.3. project objective and hypothesis3.1. project objectivethe immediate objective of this project is to define the key factors causing the customers purchase, and find the propitiate way the set up a customer service policy. the project will focus on providing a different level customer service, what they need on the product, their opinions on the service, and feedback on our current service. then set up different customer service policy.3.2. project hypothesiswith the growing development of finance, more enterprises and individuals need insurance to protect their daily life. the government encourages all citizens to participate in this activity. as the host city of the 2010 world expo, shanghai pays great attention to the security. property insurance has become the major methods of conflicts regulation for peoples daily life. but the products provided in the market now has homogeneous problem. by the scale of the impact of the cost, ping ans price policy is disadvantage. after the property way of customer service policy, there is reason for a considerable rising in the number of customers. it is hypothesized that the expansion of the customer will bring 10% to 20% increase in one year.4. project rationalefirst, why should we emphasize the important of the customer service? customer service is what your business delivers to achieve customer satisfaction. some businesses deliver physical products and may not see themselves as being a service business. however, their customers will measure the business on the service that they experience both pre-sale and after-sale. so customer service is an increasingly important part of business activities. ping an deliver a product people do not see. the necessity of the emphasize customer service is not only practical in reality but also it has lots of theories to underpin it. excellence in customer service, using the idea of relationship marketing, can help you to retain customers. this means: 1. they are less likely to go to your competitors in the increasingly competitive markets where customers have more choice than ever. 2. as satisfied customers, they will recommend you to others, resulting in an increase in new business. it is said that it costs 10 times as much to win a new customer than to keep an existing one.3. they are less likely to tell other people of bad experiences. customers experiencing poor service are likely to tell up to 20 people about their experience, which is not a good advertisement for your business. this may deter others from even trying you out, and so you will not get the chance to impress them, even with the best or most innovative products and services.we also did a questionnaire, which revealed what the customer services play role of the whole business. the reasons why i use a questionnaire are stated as follows: richard and lockhart state that questionnaires are useful ways of collecting information about affective dimensions such as attitudes, motivation and preference. moreover, weir and roberts illustrate that questionnaires are easy to get a quantitative data. it can involve a great many people to give reaction to a limited set of questions, which is easier to get a generalization of them.second, how can we set up property customer service policy to all customers? by referring the concepts on the chartered institute of marketing on customer service programme website, () marketing is about identifying, anticipating and satisfying customer needs. it applies to customer service delivery as well as to the products and services the company offer. to introduce this, we need to take 3 main steps. 1. identify which of our external customers are the most valuable. 2. identify our internal and external customers. 3. find out what level of service customers want. 4. develop customer service standards, and programme to provide customer satisfaction and help build loyalty.in addition to these, what customer service should we take? the programme also gives us the concept. combine with the actual situation in ping an., we may set up three level of customer service policy. in our current situation, nearly 60% customers are paid from the insurance company once a year, 40% customers have no payment records, and i decide to use lpms management server system created by ping an it system development as a core technology in this project. this system can separate the loss of customers from all the insured customers, and improve our current service infrastructure and give tilt policy to those have no payment records customers.5.project design5.1.planning activitiesthere are a series of activities planned to take place:to apply the lpms system privileges in ping andesign questionnaire of the projectsend out the questionnaires to target customers collect and analysis the information from different level of customerdiscuss the current customer service policy in ping an and make the new planset up the propitiate customer service policy for the different level of customer report the finial project and plan to the cs department in head office. according to ping an lpms system to