本文選題：客戶體驗 + 接觸點��； 參考：《東北財經(jīng)大學》2013年碩士論文

【摘要】：在大數(shù)據(jù)時代即將來臨的條件下,互聯(lián)網(wǎng)的廣泛應(yīng)用為客戶體驗數(shù)據(jù)的獲取提供了便利,也為從客戶體驗的角度來開發(fā)保險產(chǎn)品創(chuàng)造了可能。也就說,通過網(wǎng)絡(luò)保險公司可以不通過代理人直接與保險客戶進行溝通交流,直接抓取保險客戶的消費心理、消費行為以及對保險產(chǎn)品的個性化需求,同時也確保了信息的真實性、及時性及有效性。 以客戶為中心是客戶體驗理論在保險產(chǎn)品開發(fā)中應(yīng)用的核心。本文選擇了以網(wǎng)絡(luò)銷售渠道為研究對象,而網(wǎng)絡(luò)銷售渠道最大特點是需要保險客戶主動的買保險,正因如此,保險公司提供的保險產(chǎn)品首先需要滿足保險客戶切實需求,其次還要使客戶在消費保險產(chǎn)品時獲得有益的保險體驗。提供怎樣的保險產(chǎn)品才能滿足客戶需求,并且使保險客戶獲得好的保險體驗,這些都需要對保險客戶體驗數(shù)據(jù)進行分析,并應(yīng)用到保險產(chǎn)品開發(fā)中,得出最優(yōu)化的保險產(chǎn)品設(shè)計方案。文章研究認為保險產(chǎn)品上市不代表保險產(chǎn)品開發(fā)完結(jié),需要根據(jù)保險客戶體驗的結(jié)果進行不斷地升級優(yōu)化。一方面,由于消費者的心理和行為是隨著經(jīng)濟社會發(fā)展而變化的；另一方面,利用體驗數(shù)據(jù)分析結(jié)果設(shè)計出的保險產(chǎn)品,不一定就是最好的,需要一個迭代過程。 本文基于客戶體驗等相關(guān)理論,通過對傳統(tǒng)的保險產(chǎn)品開發(fā)流程進行梳理,首先指出當下保險產(chǎn)品開發(fā)中存在著對客戶體驗理論的應(yīng)用嚴重缺失的問題,其次針對該問題加以深入思考,通過分析網(wǎng)絡(luò)銷售渠道天然的特點,研究把客戶體驗理論引入到網(wǎng)絡(luò)銷售保險產(chǎn)品開發(fā)當中去。在文章中,第五章是一個核心的部分,該部分采用濃重的筆墨來闡述在網(wǎng)絡(luò)銷售渠道保險產(chǎn)品的開發(fā)中融入客戶體驗。在第五章的開頭,根據(jù)本文前面章節(jié)對客戶體驗研究,按照保險產(chǎn)品功能的分類,可以將保險功能的客戶體驗分為：保險保障體驗和保險儲蓄體驗；按照保險產(chǎn)品服務(wù)進行分類,可以將保險客戶獲得的體驗分為：保險銷售服務(wù)體驗、保險維持服務(wù)體驗、保險理賠服務(wù)體驗及保險附加服務(wù)體驗。在接觸點上,保險客戶與保險公司進行互動,保險公司提供保險服務(wù),保險客戶獲得體驗。保險公司再通過各種切實有效的方式,獲得保險客戶體驗數(shù)據(jù),通過對客戶體驗數(shù)據(jù)分析,得出分析結(jié)果,推動保險產(chǎn)品的開發(fā)與升級。在第五章的第二、三部分,從研究保險客戶心理、保險客戶行為及保險客戶需求開始,把握目標市場。在此部分,本文建立了保險客戶模型、保險客戶需求模型,以此來使設(shè)計的保險產(chǎn)品原型能最大可能的滿足保險客戶。在第五章的第四部分,根據(jù)已掌握的保險客戶體驗的研究結(jié)果進行保險產(chǎn)品設(shè)計,然后對其產(chǎn)品原型測試。在第五章的第五部分,研究了對上市后保險產(chǎn)品的客戶體驗管理,推動保險產(chǎn)品升級,在此部分本文分了保險產(chǎn)品購買體驗、保險產(chǎn)品服務(wù)體驗及保險產(chǎn)品功能體驗三個部分分別進行討論。在第五章的最后,文章分析得出通過客戶融入客戶體驗的方式來開發(fā)保險產(chǎn)品,能夠推動保險企業(yè)品牌形象確立,反過來促進網(wǎng)絡(luò)銷售渠道保險產(chǎn)品銷售工作的開展。從保險產(chǎn)品構(gòu)想開始到保險產(chǎn)品壽命終結(jié),保險公司在不斷提升客戶體驗的同時也不斷的推動保險產(chǎn)品創(chuàng)新,使公司的保險業(yè)務(wù)質(zhì)量得到大幅度的改善,業(yè)務(wù)規(guī)模得到大規(guī)模的增加。
[Abstract]:Under the imminent condition of the big data age, the wide application of the Internet provides convenience for the acquisition of customer experience data and the possibility of developing insurance products from the perspective of customer experience. Consumer psychology, consumption behavior and individualized demand for insurance products also ensure the authenticity, timeliness and effectiveness of information.
Taking customer as the center is the core of the application of customer experience theory in the development of insurance products. This paper chooses the network marketing channel as the research object, and the biggest characteristic of the network sales channel is that the insurance customers need to buy insurance actively. It is also necessary to provide a useful insurance experience for the customers to consume insurance products. How to provide the insurance products to meet the customer's needs and make the insurance customers get a good insurance experience, which all need to analyze the data of the insurance customer experience, and apply it to the opening of the insurance products to get the optimal design of the insurance product. The article thinks that the insurance product listing does not represent the development and completion of the insurance products, and needs to be continuously upgraded and optimized according to the results of the insurance customer experience. On the one hand, the consumers' psychology and behavior are changed with the economic and social development; on the other hand, the insurance products designed by the results of the experience data analysis are not necessarily the same. It's the best one that needs an iterative process.
Based on the related theories of customer experience and other related theories, this paper first points out that there is a serious lack of application of the theory of customer experience in the development of insurance products. Secondly, the problem is deeply thought about. By analyzing the natural characteristics of the network marketing channel, the customer body is studied. In the article, the fifth chapter is a core part. This part uses a heavy pen and ink to explain the integration of the customer experience in the development of network marketing channel insurance products. At the beginning of the fifth chapter, according to the previous chapter of this article, the customer experience is studied, according to the work of insurance products. The classification of energy can be divided into the insurance experience and the insurance savings experience. According to the insurance product service classification, the experience of the insurance customers can be divided into the insurance sales service experience, the insurance maintenance service experience, the insurance claim service experience and the insurance additional service experience. The insurance company interacts with the insurance company, the insurance company provides the insurance service, the insurance customer obtains the experience. The insurance company obtains the insurance customer experience data through various effective and effective ways, through the analysis of the customer experience data, the analysis results are obtained to promote the development and upgrading of the insurance products. In the second, third part of the fifth chapter, From the study of the psychology of the insurance customers, the behavior of the insurance customers and the needs of the insurance customers, the target market is grasped. In this part, the insurance customer model and the insurance customer demand model are established in this article to make the design of the insurance product prototype to be most likely to meet the insurance customers. In the fourth part of the fifth chapter, according to the insured customers In the fifth part of the fifth chapter, we study the customer experience management of the post listed insurance products and promote the upgrading of the insurance products. In this part, the article divides the insurance product purchase experience, the insurance product service experience and the insurance product function experience in three parts. In the end of the fifth chapter, the article analyzes the development of insurance products through the way of customer integration into the customer experience, which can promote the establishment of the brand image of the insurance enterprises, and in turn promote the sale of insurance products in the network sales channels. From the beginning of the insurance product to the end of the life of the insurance products, the insurance company In the continuous promotion of customer experience, but also continuously promote the innovation of insurance products, so that the quality of the company's insurance business has been greatly improved, the scale of business has been increased in a large scale.
【學位授予單位】：東北財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F842;F724.6

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