A Study of How Customer Relationship Management be Applied in the Life Insurance Company in China: a Case Study of Ping an Life

A Study of How Customer Relationship Management be Applied in the Life Insurance Company in China: a Case Study of Ping an Life  Dissertation example
Masters
Dissertation
Marketing
Pages 10 (2510 words)
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A Study of How Customer Relationship Management be applied in the Life Insurance Company in China Recommendations Most businesses, including Ping an Life insurance company, have invested a lot in Customer relations Management and expect to see the Return on Investment (ROI) in due course (Al-Ghamdi, Sohail & Al-Khaldi, 2007)…

Introduction

Ping an Life insurance company certainly recognizes the importance of CRM in the modern business environment and has moved swiftly to put in place measure to attract more customers and retain them. There exist however a lot of challenges and limitations in the implementation of the company’s CRM strategies which make it rather difficult for the company to achieve its full potential (Al-Ghamdi, Sohail & Al-Khaldi, 2007). This is especially so because CRM requires business to change their operation strategies from product centered approaches and put more focus on the customer as the focal point in the company’s marketing endeavors. Such a shift will always be difficult for companies like Ping an Life that have been in operation for a very long time and who have been relying on the older methods and techniques of marketing. This research study has investigated and studied the CRM strategies of Ping an Life insurance company and evaluated how they are performed and come up with various recommendations for improvement. These recommendation are aimed at enabling the company achieve even much greater results with their CRM strategies. ...
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