Ernst & Young: In the post -epidemic era, insurance experience acquisition methods are shrinking

Reporter Li Jingjing, a reporter from Southern Finance and Economics, reports from Guangzhou

In the post -epidemic era, people's awareness of buying insurance gradually strengthened, and the concept of "centered on me as the center" of insurance companies became more and more intense.

Recently, Ernst & Young pointed out in the report of "New Deng's Industry -Customer -centric Marketing Service Model" report that the customer acquisition and service model based on popularity and empirical judgment turned to the customer experience as the core and surrounded the customer journey and surrounded the customer journey. , New model of service scenarios and digital intelligent operation decisions.

The report puts forward the concept of "new growth pole" in the insurance industry. What is the new growth pole? It is centered on customer service, focusing on improving customer experience and satisfaction, through service model upgrades and renovation, with the help of emerging Internet technical means, fully releases customer potential needs, breaks the traditional insurance model, and the transformation bureau is the new bureau. The insurance business opens a new growth space.

In addition, the report also pointed out that the customer -centric service model of insurance companies needs to consider the integration of customer journey, scenes, channels, products, etc., and rely on strong digital ability, such as big data, cloud technology, artificial intelligence, and artificial intelligence. Technology, etc., realize the uns sensing marketing service of the customer's life cycle. At the same time, insurance companies need to actively carry out external cooperation. With the project experience of external consulting agencies, the internal needs to cooperate from top to bottom, and the full cooperation of business departments and technical departments can be truly created for customers. Open a new growth pole.

Passenger acquisition methods based on popularity and experience are shrinking

The report believes that with the long -term customer development of insurance companies, the demographic dividend of the Chinese market has gradually disappeared.

According to public data from the CBRC, from 2011 to 2020, the insurance industry's original insurance premium income increased from 1.45 trillion yuan to 4.52 trillion yuan, and the growth rate increased from 1.30%to 6.1%. At the same time, Internet companies are scrambling to deploy Internet insurance services, and industry competition has been further increased. In this context, the insurance industry is changing from high -speed development to high -quality development. Customers -centered and enhancing the customer service experience is a must -have for the capital market.

The report pointed out that with the development of mobile Internet technology, people's lifestyle moves on the line. The booming development of Internet insurance has made the traditional popularity of popularity. It is simply relying on experience judgments and cannot understand customer needs and provide customer service in a timely and precise manner. Traditional agent channels are shrinking. Under the online model, it is particularly important how to observe customer needs in all directions and enhance the customer service experience.

The report shows that customers in the insurance industry are forming a "centered on me" and pay more attention to the process experience. The thinking of "me as the center" includes "knowing what I need", "as I wish", "and my where I am".

Among them, the requirements of "knowing what I need" refer to the early marketing, insurance companies need to build a scenario marketing model, timely perceive the demand for insurance services, and make precise recommendation marketing. The request of "I wish" means that in terms of product provision, insurance companies need to create a richer product structure. With the help of personalized product solutions and scenarios, they will enhance customer experience. The requirements of "and my place" refer to the service supply, insurance companies need to give customers a wide range of contact support, unified operating experience, and services anytime and anywhere at the service level.

Customer -centric service model will enhance market competitiveness

The report pointed out that building a customer -centric service model needs to consider the integration and unity of customer journey, scenes, channels, products, etc., and rely on strong digital capabilities, such as big data, cloud technology, artificial intelligence technology, etc. to realize customers to realize customers to realize customers to realize customers to realize customers to realize customers to realize customers to realize customers to realize customers to realize customers to realize customers to realize customers to realize customers to realize customers to realize customers to realize customers. A full life cycle without sensory marketing services.

At the same time, insurance companies need to actively carry out external cooperation. With the project experience of external consulting agencies, the internal needs to cooperate from top to bottom, and the full cooperation of business departments and technical departments can be truly created for customers. Open a new growth pole.

What is the new growth pole? It is centered on customer service, focusing on improving customer experience and satisfaction, through service model upgrades and renovation, with the help of emerging Internet technical means, fully releases customer potential needs, breaks the traditional insurance model, and the transformation bureau is the new bureau. The insurance business opens a new growth space.

The report believes that through the customer -centric service model, insurance companies can first gain enhancement of customer operating capabilities and promote the improvement of premiums and satisfaction.

Secondly, building a customer -centric service model will help improve the management efficiency of the company. The real -time display of customer service construction of customer service construction shows customer multi -dimensional information, and directly reached the level of various branches to provide efficient and convenient windows for the company's management department to understand customer scale trends, service satisfaction, and operating risk points. Compared with the original system decentralized viewing and manual reporting mode, management efficiency will improve significantly.

In addition, the customer -centric marketing service model needs to rely on cutting -edge technology and technology to create digital intelligent decision -making capabilities to make corporate thinking models, decision -making models, and tool models "fusion" together, which also helps enhance the company's market competitiveness.

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