Customer Relationship Management in Ping An Life Insurance Company of China, Ltd

Abstract

This thesis utilized the systematic research about the latest Customer Relationship Management (CRM) theories to get more theoretical information, and then took a Chinese-funded insurance company-- Ping An Life Insurance Company of China, Ltd (Ping An) for the case study. The thesis aimed at giving some suggestions for improvements of the Ping An’s CRM, which are based on the theoretic and practical research about CRM. Furthermore, the case study also could give some suggestions about the CRM’s implementation to other insurance companies and especially for the insurance companies with weak competitiveness in order to help them to confront the competition better.The main research problem of this thesis was to analyze how Ping An could operate integrated CRM. It involved finding out what the Ping An’s actuality and existing weakness in CRM is, and what the improved solution for the Ping An’s CRM and the proposal on the future development of Ping An’s CRM are. This thesis entered upon the definition and meaning of CRM, and then researched the reasons of CRM’s emergence and the relevant theories of CRM, thereby providing the theoretical basis to the case study. The research process was mainly carried out in China through exploratory research about the current situation of Ping An’s CRM to achieve the constructive research about the future development of Ping An’s CRM. The results of the research for the implementation of Ping An’s CRM showed that like the most of Chinese-funded insurance companies, Ping An’s CRM is not a professional and a strategic CRM and especially lacks technical and systematic supports that cannot achieve the desired results. So, for majority of insurance companies, including Ping An, there should be a comprehensive CRM plan which is based on company’s actuality to guide and improve it.