دانلود مقاله مدیریت رضایت مشتری
چکیده
مقدمه
پیشینه نظری: روش شناسی و تحلیل
مجموعه اپلیکیشن بیمه دیجیتال: مرور اجمالی و ویژگی ها
چهار نقطه تماس اصلی مشتری: مزایا و فرصت های اپلیکیشن های دیجیتالی
انعقاد قرارداد به عنوان نقطه تماس مشتری: تقویت موقعیت برای فروش و بازاریابی
تغییرات قرارداد به عنوان نقطه تماس مشتری: ساده سازی و تسریع فرآیندهای استاندارد
رویداد آسیب به عنوان نقطه تماس مشتری: ایجاد فرآیندهای بصری برای مشتریان، با تأثیر مثبت بر کارایی
بحث در مورد محدودیت ها و الزامات از دیدگاه مشتریان و بیمه گذاران
نتیجه گیری
منابع
Abstract
Introduction
Theoretical background: methodology and analysis
The set of digital insurance applications: overview and characteristics
Four major customer touch points: benefts and opportunities of digital applications
Contract conclusion as a customer touch point: strengthening the position for sales and marketing
Contract modifcations as a customer touch point: simplifying and accelerating standard processes
Event of damage as a customer touch point: creating intuitive processes for customers, with a positive impact on efficiency
Discussion of limitations and requirements from the perspectives of customers and insurers
Conclusion
References
چکیده
اهمیت مدیریت رضایت مشتری در صنعت بیمه در حال افزایش است. به ویژه، برای تعریف یک استراتژی مشتری مدار، نصب برنامه های کاربردی دیجیتال مبتنی بر فناوری ها، به عنوان مثال. از جمله هوش مصنوعی یا محاسبات ابری، در میان چالش‌های استراتژیک اصلی قرار می‌گیرد. در مقابل این پس‌زمینه، هدف این مقاله ارائه دیدگاهی یکپارچه در مدیریت رضایت مشتری و تحول دیجیتال است. برای این منظور، در نتیجه بررسی جامع 106 مقاله دانشگاهی و انتشارات صنعت و مقامات نظارتی، مجموعه ای از برنامه های کاربردی دیجیتال را شناسایی و ارزیابی می کنیم. ما فرصت‌هایی را برای افزایش رضایت مشتری نشان می‌دهیم و بر تأثیر آن‌ها بر بیمه‌گران در چهار نقطه تماس اصلی مشتری تأکید می‌کنیم: انعقاد قرارداد، تغییرات قرارداد، رویداد آسیب و تماس‌های بیشتر. نتایج ما اقدامات استراتژیک برای تقویت موقعیت فروش و بازاریابی، ساده سازی فرآیندهای استاندارد و افزایش کارایی و تعامل با مشتری است.
توجه! این متن ترجمه ماشینی بوده و توسط مترجمین ای ترجمه، ترجمه نشده است.
Abstract
Customer satisfaction management is increasing in importance within the insurance industry. In particular, to define a customer-oriented strategy, installing digital applications based on technologies, e.g. including artificial intelligence or cloud computing, ranks among the major strategic challenges. Against this background, the aim of this paper is to take an integrated perspective on managing customer satisfaction and the digital transformation. Towards this end, we identify and assess a set of digital applications, as a result of a comprehensive review of 106 academic papers and publications of the industry and supervisory authorities. We illustrate the opportunities to increase customer satisfaction and emphasise their impact on insurers at four major customer touch points: contract conclusion, contract modifications, the event of damage and further contacts. Our results are strategic measures to strengthen the position for sales and marketing, to simplify standard processes and to increase efficiency and interaction with the customer.
Introduction
In the past, customer satisfaction in insurance has not been widely discussed as a key steering figure for insurance management, and academic research on customer satisfaction in the insurance industry is notably low compared with other sectors (e.g. Brutyan et al. 2019; Jahnert and Schmeiser 2021; Pooser and Browne 2018). Today, digitalization affects and transforms customer behaviour, customer expectations and customer requirements (Catlin et al. 2015; Cebulsky et al. 2018; Lyskawa et al. 2019). Private insurance customers experience highly transparent, fast service processes in other industries (e.g. firms such as Amazon setting the benchmark for best practices) and transfer their requirements to the quality of the insurance customer experience (e.g. Catlin et al. 2015; Hall 2017; Müller et al. 2015). Moreover, the insurance market observes the phenomenon of InsurTechs, which is beneficial for customers, as they operate flexibly and simplify innovation processes (e.g. Eling and Lehmann 2018; Grima et al. 2020). Hence, managing customer satisfaction has become more important and more challenging for incumbent insurance companies.
Conclusion
In this article, we comprehensively analyse a set of digital applications, including their benefits for insurers, when managing customer satisfaction. Based on an extensive analysis of the literature, we first present the digital applications with their characteristics and state their relevance by clustering their beneficial effects in relation to customer satisfaction at each of the four customer touch points, namely, contract conclusion, contract modifications, the event of damage as the moment-of-truth and further contacts. In addition, we focus on the limitations and address specific concerns that accompany the utilisation of digital technologies (e.g. artificial intelligence, cloud computing). Based on this, we address the specific requirements for each digital application.
The main findings substantiate how the set of digital applications strengthens the position of sales and marketing, simplifying and accelerating (standard) processes, along with creating intuitive processes for customers, increasing efficiency and enhancing the density of customer interaction. In the context of customer satisfaction in the insurance industry, the results indicate the positive effects on a customer’s perception of service quality along with the perceived value, which have been previously defined as the components of customer satisfaction within the theoretical framework of the paper. Moreover, we emphasise the opportunity to offer more attractive pricing for the customer, which might affect the perception of price as a further driver of customer satisfaction.