本文選題：人壽保險(xiǎn)　切入點(diǎn)：柜面服務(wù)　出處：《蘭州大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著保險(xiǎn)市場的蓬勃發(fā)展,各家保險(xiǎn)公司的產(chǎn)品逐步同質(zhì)化,保險(xiǎn)公司的競爭已經(jīng)由產(chǎn)品的競爭轉(zhuǎn)變?yōu)榉⻊?wù)的競爭,客戶體驗(yàn)是贏得客戶的核心競爭力,關(guān)鍵就是要為客戶創(chuàng)造優(yōu)質(zhì)的保險(xiǎn)服務(wù)體驗(yàn),柜面服務(wù)是保險(xiǎn)公司與客戶面對面交流的窗口,柜面服務(wù)人員更是要做到準(zhǔn)確把握客戶意圖,規(guī)范操作程序,快速、準(zhǔn)確的辦理業(yè)務(wù),主動(dòng)服務(wù)客戶、方便客戶,成為促進(jìn)業(yè)務(wù)發(fā)展的有效途徑。因此,保險(xiǎn)服務(wù)既是公司競爭的手段,也是固化保險(xiǎn)產(chǎn)品中的一部分。 本文以TB壽險(xiǎn)甘肅分公司柜面服務(wù)為研究對象,立足于工作實(shí)踐和實(shí)地調(diào)研,以業(yè)務(wù)流程再造、服務(wù)藍(lán)圖、客戶體驗(yàn)、激勵(lì)理論等理論為指導(dǎo),運(yùn)用定量分析方法和定性分析方法相結(jié)合,來探索提升TB壽險(xiǎn)甘肅分公司柜面服務(wù)的相關(guān)問題。首先,以TB壽險(xiǎn)甘肅分公司的柜面服務(wù)現(xiàn)狀為著手點(diǎn),對蘭州市場十家壽險(xiǎn)公司的柜面服務(wù)現(xiàn)狀進(jìn)行比較,并對TB壽險(xiǎn)甘肅分公司柜員和客戶實(shí)行現(xiàn)場調(diào)查問卷,指出該公司在柜面服務(wù)的服務(wù)模式、服務(wù)大廳配置、激勵(lì)制度以及監(jiān)督評價(jià)等四個(gè)方面存在的問題。其次,以客戶體驗(yàn)和客戶滿意度為出發(fā)點(diǎn),從確立“以客戶為中心”的服務(wù)目標(biāo)、建立“體驗(yàn)式、一柜式”柜面服務(wù)模式以及從柜面服務(wù)改進(jìn)工作重點(diǎn)出發(fā)來闡述TB壽險(xiǎn)甘肅分公司柜面服務(wù)改進(jìn)的方向。最后,從業(yè)務(wù)流程改造、激勵(lì)機(jī)制、建立評價(jià)體系、完善客戶評價(jià)體系、建立客戶監(jiān)督機(jī)制和執(zhí)行效果評估提出優(yōu)化管理措施。從服務(wù)隊(duì)伍建設(shè)、硬件與外觀建設(shè)、軟件與內(nèi)在建設(shè)等角度入手,對TB壽險(xiǎn)甘肅分公司柜面進(jìn)行研究,尋求解決制約問題的辦法和途徑,提出解決問題的方法,從而提高內(nèi)外部客戶滿意度,進(jìn)一步提升TB壽險(xiǎn)甘肅分公司柜面建設(shè),提升客戶滿意度,促進(jìn)業(yè)務(wù)發(fā)展。 保險(xiǎn)公司的柜面服務(wù)是保險(xiǎn)公司對外的和客戶面對面交流的服務(wù)窗口,是公司服務(wù)形象的集中體現(xiàn),提升柜面服務(wù)就是提高保險(xiǎn)公司的核心競爭力,因此,本文將TB壽險(xiǎn)甘肅分公司柜面服務(wù)提升研究作為研究課題具有及其深遠(yuǎn)和重要的現(xiàn)實(shí)意義。
[Abstract]:With the vigorous development of the insurance market, the products of the insurance companies are gradually homogenized, the competition of the insurance companies has changed from the competition of products to the competition of services, and the customer experience is the core competitiveness to win customers. The key is to create a high-quality insurance service experience for customers. Counter service is a window for insurance companies to communicate with customers face to face, and teller service personnel need to accurately grasp customer intentions, standardize operating procedures, and quickly. Therefore, insurance service is not only a means of competition, but also a part of solidified insurance products. This paper takes the cabinet service of Gansu branch of TB life insurance as the research object, based on the work practice and field investigation, guided by the theories of business process reengineering, service blueprint, customer experience, incentive theory, etc. Using quantitative analysis method and qualitative analysis method to explore the related problems of improving the counter service in Gansu Branch of TB life insurance. First of all, take the current situation of the cabinet service of Gansu branch of TB life insurance as the starting point. This paper compares the current situation of counter service of ten life insurance companies in Lanzhou market, and carries out a questionnaire survey on the teller and customer of TB Life Insurance Gansu Branch, and points out the service mode and service hall configuration of the company in the counter service. Secondly, taking customer experience and customer satisfaction as the starting point, from the establishment of "customer-centered" service objectives, the establishment of "experiential," The first cabinet service mode and the key point of improving the counter service are introduced to explain the direction of the improvement of the counter service in Gansu Branch of TB life insurance. Finally, the evaluation system is established from the aspects of business process transformation, incentive mechanism, and evaluation system. Perfect customer evaluation system, set up customer supervision mechanism and implement effect evaluation, put forward optimized management measures. Start with service team construction, hardware and appearance construction, software and internal construction, etc. This paper studies the counter of Gansu branch of TB life insurance, seeks the method and way to solve the restriction problem, and puts forward the method to solve the problem, so as to improve the satisfaction of internal and external customers, and further promote the cabinet construction of Gansu branch of TB life insurance. Improve customer satisfaction and promote business development. The counter service of insurance company is the service window of the insurance company to communicate face to face with the customer outside, it is the concentrated embodiment of the service image of the company. To enhance the counter service is to improve the core competitiveness of the insurance company, therefore, In this paper, the research on the promotion of counter service in Gansu Branch of TB life insurance has far-reaching and important practical significance.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F842.3

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