近些年来，随着人们保险认知的逐渐提升，风险防范意识不断增强，商业保险逐渐 被广泛接受，保险的发展潜力不断被挖掘，保险销售更加透明、合规。人寿保险公司续 期业务是保险业务中非常重要的一部分，它关系到保险公司的续期保费、续保率、续保 成本、续保利润和续保质量；寿险公司续期保费规模不仅决定了其寿险业务的长期性， 还直接决定了其在市场中的竞争能力。

目前 H 人寿保险公司面临着客户生命周期关注失衡、普通客户流失严重、客户服务 信赖度受影响、客户服务专业化差、客户数据应用缺位和客户满意度偏低等问题，在此 基础上进行深入的调查和分析，主要是由于公司发展处于初创期、“财务危机”假说、公 司代理人制度、续期外勤薪酬激励不合理和 CRM 技术应用程度低等因素造成。

为了提高经营客户关系管理的水平，H 人寿保险需要优化公司部门组织架构、进行 客户细分管理、提高服务人员专业度、提升服务质量有形度，改善信息技术支持客户服 务以及提升了客户满意度水平，为企业续期经营可持续发展提供必要支撑。鉴于此，本 文从第一视角以 H 人寿保险股份有限公司为研究对象，运用文献研究、案例分析、调查 问卷等研究方法，通过以客户关系管理理论、客户满意度理论为理论依据，结合调查问 卷，探索 H 人寿保险公司当前客户关系管理存在的问题，剖析成因，有针对性提出对客 户的标签化分类管理；提升客户服务体验，改进续期收费过程；为处于不同生命周期的 客户提供差异化服务方案等建议以提升客户关系管理，提高 H 人寿保险公司可持续发展 能力具有实践价值。对 H 人寿保险公司的研究包括客户满意度分析、客户识别、宏观经 济形势、公司部门架构、改善具体管理方式，以及在现有收费工具等方面。这些方面的 涉及不仅有利于 H 人寿保险强化自身客户关系管理研究，还对于国内保险行业的其他同 业公司，特别是与 H 人寿具有相似发展背景、处于相似发展阶段的寿险公司会具有一定 的参考价值。

In recent years, with the gradual improvement of people's insurance awareness and the increasing awareness of risk prevention, commercial insurance has gradually been widely accepted, the development potential of insurance has been continuously tapped, and insurance sales have become more transparent and compliant. The renewal business of the life insurance company is a very important part of the insurance business, which is related to the renewal premium, renewal rate, renewal cost, renewal profit and renewal quality of the insurance company; the renewal premium scale of the life insurance company not only determines the long-term nature of its life insurance business, but also directly determines its competitiveness in the market. The renewal business of insurance companies mainly includes two categories: one is the collection and payment of renewal premium, including the collection of renewal premium and the carry forward of premium; the other is the preservation of renewal policy, including the preservation of renewal policy and the settlement of renewal policy. At present, H Life Insurance Company is facing problems such as imbalance of customer life cycle attention, serious loss of ordinary customers, affected customer service reliability, poor customer service specialization, lack of customer data application and low customer satisfaction, on the basis of which in-depth investigation and analysis are carried out, mainly due to factors such as the company's development in the initial stage, the "financial crisis" hypothesis, the company's agent system, the unreasonable renewal supervision salary incentive and the low application of CRM technology. In order to improve the level of customer relationship management, H Life Insurance has optimized the organizational structure of the company's department, carried out customer segmentation management, improved the professionalism of service personnel, improved the tangible quality of service, improved information technology support customer service and improved customer satisfaction, which cleared certain obstacles to future development and greatly improved the operation and management of H Life.For that reason, Taking H Life Insurance Co., Ltd. from the first perspective, Using literature research, case study, III questionnaire and other research methods, Based on the theory of customer relationship management and the theory of customer satisfaction, Combined with the survey questionnaire, Explore the current CRM problems of H Life Insurance Company, Analyze the causes, Targeted to put forward the label and classification management of customers; Improve the customer service experience, Improve the renewal charging process; Provide differentiated service solutions for customers in different life cycles to improve customer relationship management, Improving the sustainable development ability of H life insurance company has practical value. The study of H Life included customer satisfaction analysis, customer identification, macroeconomic situation, corporate sector structure, improvement of specific management practices, and existing billing tools. These aspects are not only conducive to H Life Insurance to strengthen its own objective relationship management research, but also have certain reference value for other companies in the domestic insurance industry, especially life insurance companies with similar development backgrounds and stages of development with H Life.