保险员工制营销体系PartIII-以客户管理为核心的营销体系.doc

以客户管理为核心的营销体系构建的实施 Implement of the Sales System Basing On CRM Part III of series of working summary 2010-11 保险行业的营销体系，目前没有特别完善的可以参考，一般都是手工操作、人为管理，所以在客户追踪和业绩分解方面，是大难题。 There is no special sound can refer to for the Insurance industrys marketing system. Usually we manage the sales activity and sales team by manual. There are big problems in client tracking and performance evaluation, target decomposed, etc. 如果以客户管理为核心，构建一套营销体系，则可以很好解决客户开拓—客户追踪—客户管理---业绩追踪---绩效考核等各个环节的问题。 If the customer management as the core, building a selling system, you can develop a good solution to customers --- Customer Tracking --- Customer Management --- --- performance evaluation--- results for tracking. All aspects of the problems can be optimized. 在具体实施层面，可以从三大方面入手，首先要搭建好完善的IT系统，用以展业和管理的工具，并且该管理系统是整体营销体系的重要体现，其次是建立招募渠道，最后是员工培养机制，在三方面之外，还需要相关部门或职能组建立准客户开发体系来配合营销体系的实施。 In the specific implementation level, we can build from three aspects, first is a good comprehensive IT system for sales support and management, and this system is an important manifestation of the overall selling system, followed by the establishment of recruitment channels, and finally is the staff training mechanism. Besides these three aspects, also need to establish the relevant departments or functional groups to develop the leads, as the implementation of the selling system. IT系统搭建 IT system 其实，IT系统对于保险公司来讲是非常重要的，我们知道2006年平安就在上海建立了规模达到1.2万人的后援中心，在对销售、服务等各环节的支持，如果不能到位，即使营销做得很好，也不能提升公司的发展，这是所有合资保险公司的弊端！ To tell the truth, IT system is the most important function to insurance companies. PingAn built its great back-up center in Shanghai in 2006 which can support 12000 people working inside. It great supports the sales and services works for PingAn. If the support system is not enough, the selling works do more excellent; the risk will be huger. Almost all the joint insurance companies have poor IT support system. 该系统是在展业，即销售环节的管理系统，和交单系统、签单客户系统是分开的。主要包括4大模块 The system is for the sales chain management. Includes four