顧客關係管理與壽險行銷

　　本論文透過文獻與次級資料剖析，探討顧客關係管理對壽險業可能的貢獻。本文不但提出「壽險業顧客關係管理模式」，而且也歸納運作顧客關係管理時可能遇到的障礙及其可能原因。「壽險業顧客關係管理模式」不但以目標顧客為核心，而且整體性地探討前端系統、後端系統與分析系統的運作流程及整合，可以作為壽險公司推動顧客關係管理時的觀念指引與實際操作的參考。可能的障礙及原因剖析，則有助於臺灣壽險公司避免重蹈國外企業的覆轍。

關鍵字： 顧客關係管理、壽險行銷、顧客忠誠度、作業系統、前端系統、後端系統、分析系統、顧客資料庫、資料採擷
Customer Relationship Management and Life Insurance Marketing
Abstract
Relying on literature review and secondary data analysis, this paper investigates the potential contributions of customer relationship management (CRM) to the life insurance industry. This paper not only provides a CRM framework suitable for the life insurance industry, but also summarizes possible obstacles and their causes that a firm may encounter when putting CRM into practice. In addition to treating target customers as the core, this CRM framework introduces the operations of front-office system, back-office system and analytical system, and approaches to integrate these systems. This framework provides conceptual and operational guidance for life insurance firms that intend to carry out CRM. Provisions of possible obstacles of CRM and their causes from foreign firms help Taiwanese life insurance firms to avoid making the same mistakes.

Keywords: customer relationship management, life insurance marketing, customer loyalty, operational system, front-office system, back-office system, analytical system, customer database, data mining