[雙語(yǔ)翻譯]crm外文翻譯--保險(xiǎn)業(yè)的客戶關(guān)系管理（英文）

1、 Procedia Economics and Finance 15 ( 2014 ) 1138 – 1145 2212-5671 © 2014 The Authors. Published by Elsevier B.V. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licen

2、ses/by-nc-nd/3.0/). Selection and peer-review under responsibility of the Emerging Markets Queries in Finance and Business local organization doi: 10.1016/S2212-5671(14)00568-1 ScienceDirectAvailable online at www.scien

3、cedirect.comEmerging Market Queries in Finance and Business Customer relationship management in the insurance industry Ciprian Mati?a*, Liviu Ilie?b aBabe?-Bolyai University Cluj-Napoca, Facultaty of Economic Sciences an

4、d Business Administration, 58-60th Teodor Mihali street, Cluj-Napoca, 400591, Romania bBabe?-Bolyai University Cluj-Napoca, Facultaty of Economic Sciences and Business Administration,, 58-60th Teodor Mihali street,

5、Cluj-Napoca, 400591, Romania Abstract This paper addresses the implementation of Customer Relationship Management (CRM) in insurance companies. Thus, we reviewed several specialized papers addressing regional and inter

6、national solutions for customer relationship management. We focus on strategies used in sales management with reference to the standards of customer service and the models used in customer relationship management. The

7、aim of the authors is to present the benefits resulting from the application of new technologies, thus estimating the pace of change, the new opportunities and the need for flexibility in the relationship with customer

8、s. Along with the technological component the human component is also present in order to ensure the successful implementation of CRM. © 2013 Published by Elsevier Ltd. Selection and/or peer-review under responsibi

9、lity of Emerging Markets Queries in Finance and Business local organization Keywords: Customer Relationship Management, sales management, technology 1. Introduction * Corresponding author. Tel.: +4-0264-414-751; fax: +4

10、-0264-414-770 E-mail address: ciprian.matis@econ.ubbcluj.ro. © 2014 The Authors. Published by Elsevier B.V. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-n

11、d/3.0/). Selection and peer-review under responsibility of the Emerging Markets Queries in Finance and Business local organization1140 Ciprian Mati? and Liviu Ilie? / Procedia Economics and Finance 15 ( 2014 ) 1

12、138 – 1145 requirements gathering way in the insurance market in Romania, it is necessary to develop European standard after-sales service. The quality of services offered in the field of insurance is closely linked to

13、the way databases existing in the insurance companies are managed. In circumstances where we have a performing computer system recording and managing insurance policies, we can develop specific applications, that are

14、necessary in the internal analysis of each department taking into consideration its activity and can be used to analyze the volume of the gross written premiums, the amount of compensations paid, the continuity and age

15、 of insurance - per customer, per business line (auto, property, liability, etc.) per branch / inspector, per collaborator etc. The utilities of applications developed for the customer portfolio underlie the developmen

16、t of the customer care activities. Among these we mention: ? Customer notification services on payment deadlines and renewal of insurance policies; ? Providing facilities or bonuses according to the customer’s contract

17、 length and damage rate; ? Services to inform customers about new products, promotional offers etc. A particularly important benefit for the company, resulting from these specific applications, is the possibility of i

18、dentifying profitable customers considered according into business lines, in order to make them loyal on the long run. Identifying and retaining customers that register a damage rate below 70% in the Casco insurance se

19、gment, is an important prerequisite for making this segment profitable. This is particularly important given the fact that, in the Romanian Casco auto insurance market, the ratio between the gross paid indemnities (as

20、compensations) and the gross written premiums is 99%, compared to the average of 71% registered by the European Union’s market. 3. Methodology The research focus of this study is the Romanian insurance market and its ap

21、proaches towards handling customer relationship management strategies in accordance to the European framework. We focused mainly on secondary data and analyzed the field’s literature trying to observe if generally succ

22、essful CRM strategies are assumed by the insurance companies and what is the key element in this industry. 4. Specific elements of CRM in insurance The term customer relationship management encompasses all those concep

23、ts used by companies in relation to their clients including the capturing, storing and analysis of information about customers, while taking into account the data’s privacy and security. This is a business strategy tha

24、t influences the processes, the culture and technology of an organization in order to optimize revenue and increase its value by understanding and meeting the needs of individual consumers. Implementation of such a sys

25、tem involves the systematization of operations specific to each particular field, in a particular predetermined order and considering a number of components such as: analyzing the company - client relationship in sales

26、, marketing and services, determining the profitability of introducing the CRM system by analyzing the costs and time required for CRM implementation as well as the project and data necessary to carry out the CRM proce

27、ss (Kumar, 2012). However the customer relationship management process is faced with different challenges, typical for each field of activity, which cannot be solved by applying the same standardized solution. In the i

28、nsurance field the implementation of this process proved to be extremely complex especially because of the differences that are specific to each type of insurance: a) Property insurance; b) Life insurance; c) Lia

29、bility insurance. Property insurance deals with property belonging to individuals or legal entities and may be the subject of natural phenomena or accidents (cars, buildings, household goods, assets etc). So basically