[雙語翻譯]crm外文翻譯--保險業(yè)的客戶關(guān)系管理

1、3600 英文單詞， 英文單詞，2 萬英文字符，中文 萬英文字符，中文 5900 字文獻出處： 文獻出處：Mati? C, Ilie? L. Customer relationship management in the insurance industry[J]. Procedia Economics and Finance, 2014, 15: 1138-1145.Customer relationship management i

2、n the insurance industryCiprian Matiç, Liviu IlieçAbstractThis paper addresses the implementation of Customer Relationship Management (CRM) in insurance companies. Thus, we reviewed several specialized papers a

3、ddressing regional and international 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 rel

4、ationship management. The 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 re

5、lationship with customers. Along with the technological component the human component is also present in order to ensure the successful implementation of CRM.Keywords: Customer Relationship Management, sales management,

6、technology1. IntroductionThe rising expectations of customers have forced the insurance sector to introduce more and more new customer relationship management initiatives as it has got a serious impact on the sale of the

7、 insurance products, while the technological advances and decreasing costs of technology have reduced barriers to adopting IT based CRM initiatives. As the profitability of the insurance sector is mainly depend on the se

8、rvices it offers and on meeting the customer demand on a regular basis, this suggests that a good CRM initiatives must be the foundation of the insurance sector. The major burden the industry faces is obtaining and keepi

9、ng clients. This is due to the fact that it has become increasingly difficult for this particular sector to gain profits while curtailing costs.The purpose of the paper is to present the benefits resulting from the appli

10、cation of new technologies, thus estimating the pace of change, the new opportunities and the need for flexibility in the relationship with customers while highlighting the importance of the human component in order to e

11、nsure the successful implementation of CRM.2. Literature reviewWorldwide, especially developed countries are characterized by a stable insurance market with low growth potential and a high degree of competitiveness, the

12、focus in these areas being on creating and managing a portfolio of profitable customers and maintaining it (Biswamohan and Bidhubhusan, 2012). The adopted strategies take into account improving after-sales services (part

13、icularly in the field of damage management and complaint resolution) and to develop attractive and complex product packages that closely match the customer requirements. In this regard an important role belongs to the im

14、plementation of the customer relationship management concept in the insurance industry.Compared to this situation, in the Central and Eastern European countries, which have their insurance market in a developing stage, s

15、trategies are mainly focused on attracting more customers (due to the important insurable potential) by developing insurance products as accessible as possible and less on completely meeting the need for insurance. The p

16、resence of internationally famous brands in the Central and Eastern European insurance market (Vienna Insurance Group, Allianz, Axa, Groupama, Uniqa) is due to the large potential of these markets 3. MethodologyThe resea

17、rch focus of this study is the Romanian insurance market and its approaches towards handling customer relationship management strategies in accordance to the European framework. We focused mainly on secondary data and an

18、alyzed the field’s literature trying to observe if generally successful CRM strategies are assumed by the insurance companies and what is the key element in this industry.4. Specific elements of CRM in insuranceThe term

19、customer relationship management encompasses all those concepts used by companies in relation to their clients including the capturing, storing and analysis of information about customers, while taking into account the d

20、ata’s privacy and security. This is a business strategy that influences the processes, the culture and technology of an organization in order to optimize revenue and increase its value by understanding and meeting the ne

21、eds of individual consumers. Implementation of such a system involves the systematization of operations specific to each particular field, in a particular predetermined order and considering a number of components such a

22、s: analyzing the company - client relationship in sales, 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

23、project and data necessary to carry out the CRM process (Kumar, 2012).However the customer relationship management process is faced with different challenges, typical for each field of activity, which cannot be solved by

24、 applying the same standardized solution. In the insurance 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) Prop

25、erty insurance;b) Life insurance;c) Liability insurance.Property insurance deals with property belonging to individuals or legal entities and may be the subject of natural phenomena or accidents (cars, buildings, househo

26、ld goods, assets etc). So basically all movable or immovable property belonging to individuals or legal entities can be insured (implicitly accepted as clients). Of course, depending on the practical conditions of the sp

27、ecific environment the insurers operate in, their own policies and their experience in a particular market, certain assets are not insured. The conditions for insuring a property or not, may vary from one company to anot

28、her, from one market to the next.For example in the Romanian real estate insurance industry, the buildings that are falling into the 1st seismic risk class (red dotted buildings) are not insured for earthquake risk. List

29、s are prepared by municipalities, but after inspections carried out by representatives of the insurers these lists can be extended to other buildings too.In the field of Casco auto insurance, because the high damage rati

30、o recorded by this segment on the Romanian market (gross paid indemnities representing about 90% of the gross written premiums), some insurers impose restrictions when it comes to insuring cars that are too old (for exam

31、ple they do not insure cars being more that 10 years old) in order to reduce losses (indemnities paid for this type of cars are usually higher than the paid premium)In the area of property insurance (corporate) there are

32、 times when certain industrial objects cannot be taken over by the insurance company if they cannot reinsure most of the risks that may cause damage to their objective. A significant example can be Cernavoda nuclear plan