This is how “China Life’s good service” is defined
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to this yearMarch 1,The “Administrative Measures for the Protection of Consumer Rights and Interests of Banking and Insurance Institutions”, a programmatic document for the protection of consumer rights and interests in the banking and insurance industry, has been in effect for one year.
Reform of financial regulatory agencies in 2023,An important reform content is to buildThe “big consumer protection” regulatory pattern,Establish and improve the coordination mechanism for the protection of financial consumer rights and interests and the diversified resolution mechanism for financial consumer disputes.
Customers are the primary consideration for insurance companies in their operations.For insurance consumers, the most intuitive experience of consumer rights comes from the services of insurance companies.
As a financial services industry, insurance companies are based on service.Focus on details and focus on“People-centered” “Customer-centered”improve the breadth and depth of financial services to the people, and enhance the people’s sense of gain, which is also a reflection of its brand image and industry competitiveness.
In the context of the service-oriented economy, the insurance industry isTaking the protection of consumer rights as the starting point and ending point,Build a service-oriented insurance company.The financial regulatory authorities have gradually increased their supervision of insurance company services and issued documents such as the “Notice on Effectively Strengthening and Improving Insurance Services”.
As young consumer groups’ demand for insurance has shifted from basic services to a focus on service experience, service quality and level have also become the competitiveness of insurance companies. The quality of service and the level of service efficiency have become important indicators of an insurance company’s ability to survive and develop.
As a large state-owned financial and insurance enterprise, China Life Insurance Co., Ltd. (hereinafter referred to as“China Life Insurance Company”,601628.SH, 2628.HK) has beenhigh qualityService is the core value of the company.
In 2019, China Life Insurance CompanyreleaseThe “fast and warm” claims service brand has opened up the road to branded claims service operations. Under the guidance of the idea of ”productization of services and branding of products”, the China Life claims slogan of “speed and warmth” has been launched to let “Good service” has gradually become customers’ common perception of the China Life brand.
hold service“Niubi”, build services”5C“
Service is intangible. How to define good service and how to experience good service in a way that insurance consumers can perceive?
Some people in the industry pointed out that because insurance services are interactive, intangible, differentiated and long-term, they can be used“5C“to define services.
so-called“5C“It refers to Concept, Connotation, Criterion, Carrier and Capacity.
idea(Concept) is the primary prerequisite for service.From product and channel-centered to customer-centered, taking customer needs as the foothold of services, China Life has becomeThe service philosophy of life insurance companies.
connotation (Connotation) is the content of the service, providing insurance protection around the diverse insurance needs of customers.Incorporate services into product categories, through products and servicescreate value for customers.
standard(Criterion) is an important basis for measuring service levels. Timely, convenient and professional services are the core values.
vector (Carrier) is the starting point for service implementation. For insurance companies, insurance products, channels and media can all be used as service carriers and are also touch points for interaction with customers.
ability(Capacity) includes product development capabilities, channel marketing capabilities, customer management capabilities, technological support capabilities, etc., and is an important guarantee for improving service levels.
hold tightlyThe key point of “service” is to build the “key points” of insurance companies’ services based on the above five levels, thereby transforming abstract services into quantifiable services.service quality andconcreteService experience.
China Life Insurance Company directly addresses the urgent needs and worries of customers, continuously innovates service models, improves service efficiency, enriches service measures, and launches“Simple, quality and warm” service will be rooted in the corporate culture with customer focus.yesA concrete embodiment of “5C”.
decodingKeywords “China Life’s good service”
Over the years, China LifeAdvertisement “We have known each other for many years and are worth trusting”SLOGAN has been deeply rooted in the hearts of the people.
Being worthy of trust comes not only from trust in China Life Insurance Company as a leading insurance company, but also from trust in its services.
The person in charge of the Process and Operations Department of China Life Insurance Company said that good service is not something that can be said, but something that can be perceived by customers.
Over the years, China Life Insurance CompanyTaking customer needs as the starting point of work and carrying out normalization“Voice of Customers” collection collects over 10 million customer reviews on average every year. on the basis of,We will continue to work hard in the field of customer service, continuously expand the connotation and extension of services, and turn China Life’s good services into“Simple quality warmth“ Three keywords.
“Simplicity” is the foundation of service, making customers more worry-free;
“Quality” is service guarantee, making customers more comfortable;
“Warmth” is the sense of service, making customers feel more at ease.
In terms of specific service advantages, China Life Insurance Company can be summarized into eight aspects:“Wide service channels, complete online services, strong intelligent services, good service experience, outstanding value-added services, excellent claims services, warm services for the elderly, and solid protection of consumer rights.” These eight core advantages have become the hard power of China Life’s service brand.
In order to build eight core advantages, China Life Insurance Company continues to optimize business processes, actively expand service channels, and explore the reshaping of the insurance service value chain.
“We adhere to the path of operation and development with advanced models, complete systems, precise standards, superb professionalism, and digital intelligence driven operations. We have gone through six major changes in management methods, business specifications, operating methods, service methods, systems and processes, and have achieved company operations. Iterative upgrade of service capabilities and self-transcendence,” said the person in charge of the Process and Operations Department of China Life Insurance Company.
fromStarting in 2019, without any experience to draw from, China Life took the initiative based on the concept of the Internet sharing economy.Embracing digital intelligence technology has explored a path for intelligent and intensive operation services for the industry.This path is called the new path internally by China Life Insurance Company.“Smart operation” model.
It is understood that the newThe “Rise Operation” model focuses on the three core functions of “production, service, and control” and builds a new operation service system through three layers: production layer, contact layer, and control layer. With the help of digital connections and intelligent models, resources across the country are connected together to achieve intensive management of nationwide operations, which not only retains the company’s traditional network advantages, but also adapts to the requirements of the Internet era.
With the newWith the implementation of the “smart operation” model, China Life Insurance Company has provided smart services to hundreds of millions of customers.
Over the past few years,China Life Insurance Company insists on putting people first and polishes the details of digital services with sincerity and ingenuity.We strive to make claims services more heart-warming and inclusive services more considerate.
In terms of claims services, China Life Insurance CompanyLaunched in 2019“One-day compensation for serious illness“service, for customers who apply for critical illness compensation and meet the conditions, the claim processing will be completed within one working day, achieving“Compensation is available upon diagnosis“, a total of more than 37.2 billion yuan has been paid to more than 800,000 customers. Launch in 2023“Claims Advance“serve, break“Claims after medical treatment“According to the traditional model, nearly 500 million yuan was paid in advance for 28,000 passengers.
In terms of inclusive services, China Life Insurance Company has closely followed the inclusive service groups to improve service accessibility and convenience. Taking advantage of the location attributes of the counter station, a convenient service area is set up to provide warm care to new citizens such as takeaway riders and delivery boys, as well as outdoor workers such as sanitation workers and traffic policemen.95519 has launched artificial services in 53 dialects and 3 minority languages, with services exceeding 10,000 in 2023.Continuously upgrade aging-friendly services and take the lead in the industry to launch Internet applications suitable for elderly customers——Chineselife insuranceAPP respects the elderly mode,roll outServices such as “one-click manual access for elders’ calls”, “exclusive escort for elders at the counter”, and “door-to-door compensation for special customers”.
In addition, China Life Insurance Company is constantly expanding its service boundaries and creating“V guest life“Based on the service ecosystem, improve the diversity of services, and“Insurance+Elderly Care Services“The pattern has also taken shape.
Create new quality service productivity
In the context of the continuous integration of financial technology, digital technology has become an important condition for improving customer service experience. Insurance companies are also exploring a shift from traditional service models to customer-centric digital service models.
Industry insiders pointed out that customer-centered digital services can help expand the service boundaries of insurance companies, while also significantly improving service efficiency and optimizing service experience.
recently“New Productivity” has become a hot word. For China Life Insurance Company, by deepening technological innovation, promoting the transformation and upgrading of business models and service methods, improving new productivity will also help improve the convenience and service competition of financial services. force.
alreadyIn 2015, China Life Insurance Company began to promote the implementation of“Customer-centric, characterized by the Internet“process changes, as well as the end-to-end process management system formed in 2020, to build a“new generation“System and high-quality operation service system have laid the foundation.
In terms of service channels, China Life Insurance Company has created“Multiple online channels and full offline channels” integrate complementary service channels to break the limitations of time and space and achieve7×24 hours uninterrupted service.by life insuranceThe online service platform matrix composed of APP, official WeChat account, and mini program is widely used. The number of registered users of life insurance APP in 2023reach1.4500 million people, 2.3 times that of five years ago, monthly active populationovertakeTen million.
By strengthening internal and external data connections, China Life Insurance Company provides full-scenario digital intelligent services from insurance application, underwriting, preservation to claims settlement.In 2023, the paperless insurance coverage rate for personal long-term insurance will reach99.99%, the intelligent underwriting review rate reached 94.98%, and the underwriting time limit for personal business was accelerated to 0.13 days.
As ofIn 2023, the online rate of China Life Insurance Company’s main business areas will increase by about 20 percentage points compared with five years ago.The level of digital intelligence and customer experience have jumped significantly, and consumer rights protection has shifted from focusing on complaints to comprehensive and systematic operations.In 2023, the number of claims will reach 22.13 million, with a compensation amount of 59.9 billion yuan. The scale of claims settlement ranks among the top in the industry.Piloted in many provinces“No manual claims settlement in the entire process“,Claims can be settled directly in seconds as quickly as possible.The overall claims settlement timeliness in 2023 will be 0.38 days, three times faster than five years ago.
Behind the data is China Life Insurance Company’s long-term persistence in innovating unique claims services and its unremitting efforts to continuously transform the claims operation model. It has successively launched special services such as direct payment of claims and convenient compensation, one-day compensation for major diseases, prepayment of claims in advance, and worry-free compensation with electronic invoices, and continues to delve into technology and digital intelligence technology.Claims Intelligence in 2023changerate comparisonpromoted 5 years agoabout50 percentage points.
In recent years, China Life Insurance Company has adhered to a customer-centric approach and is committed to knowing what customers need and meeting their requirements. It insists on drawing a blueprint to the end and consistently building a new life insurance company.“Smart Operation” model; adhere to integrity and innovation, change models, integrate technology, and integrate sales to make service provision more convenient, efficient, and accurate; adhere to the system concept, promote the construction of the operation management system as a whole, and maximize operational value; adhere to high For quality development, establish a three-in-one, coordinated development operation service system and high-standard leadership; insist on using standardization and specialization to enhance the core competitiveness of operation services.
sinceStarting from 2021, China Life Insurance Company’s service quality regulatory evaluation has been stabilized in the first echelon of the industry. Indicators such as claim settlement timeliness, compensation rate, and case closure rate are all at the forefront of the industry. Third-party survey customers have praised it.The degree has remained high for four consecutive years.
“China Life has good service” and moisturizes things silently.
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