Not long ago, Chinese Life Insurance Co., Ltd. (hereinafter referred to as "Chinese Life Insurance Company") released the "China Life Good Service" brand, describing the service perception of customers in six words: simplicity, quality and warmth. At the same time, it analyzes what systematic engineering construction needs to be provided within the company in order to allow customers to get the "six-character" experience.
Carefully polish "China Life Good Service"
Let the masses "want to insure", "be willing to insure" and "dare to insure"
Insurance, which is connected to the national security plan and the social and people's livelihood, undertakes the major mission of economic "shock absorber" and social "stabilizer", and also plays a unique role in ensuring the smooth operation of the economy and protecting the people's better life in the economic life.
At present, insurance has become a well-known financial product in the economic life of the mainland, and the essence of insurance is to discover risks, operate risks, and manage risks, and the risk protection function is the foundation and origin of insurance. Insurance is available in dealing with all kinds of natural disasters, diseases, property damage and other risk events. Insurance presents a positive and important financial compensation role in every disaster and accident.
As a risk management tool, insurance is an indispensable part of modern people's healthy life protection, long-term savings planning, and family wealth management.
Over the past 40 years of the development of life insurance business in mainland China, the people have truly perceived the unique value of insurance in the popularization of insurance business. For example, customers who started insurance in the early days regularly put insurance premiums into the pension insurance account every year, and now they can receive pension insurance money regularly after 20 years, so as to "add weight" to a happy pension life; For example, if they have taken out critical illness insurance, they are in line with the provisions of the insurance contract, and they are clearly diagnosed with the critical illness agreed in the contract by a specialist, and they will soon receive the critical illness insurance money paid by the insurance company, so that the living standards of individuals and families can continue to be guaranteed; there are also many parents of rural families who use their part-time job income to buy education annuity insurance for their children in the early years, and buy health insurance and accident insurance for themselves to ensure that when accidents and diseases occur, they will not return to poverty due to illness or accidents.
Because the contract value of the insurance business will be reflected in a specific period in the future, and the wealth management attribute of insurance is a complex and binding long-term plan, the "product" presented by the insurance business is a contract rather than a physical object, so it is necessary to explain that the value of insurance really needs to start from the quality of service, and prove that insurance can become an effective guarantee for the future quality of life of individuals and families in the long-term service.
In the past 30 years, mainland residents have been deeply exposed to and understood insurance products, but they inevitably have some "worries" about the long-term effectiveness of insurance claims services and insurance protection when dealing with insurance companies. There is still an intractable knot in insurance enlightenment and insurance cognition, so that residents can make choices in "wanting to insure", "willing to insure" and "dare to insure", which takes time and needs key promotion points. Chinese Life Insurance Company believes that creating "simple, high-quality and warm" "China Life Good Service" is conducive to improving customers' happiness and quality of life experience in the process of applying for insurance and enjoying insurance protection.
Good service "one-click direct online, offline is around"
A survey of the insurance market shows that insurance customers pay more attention to having one thing to say, integrity and long-term effect, and simplifying claims. In the third-party survey, Chinese Life Insurance Company has maintained a high level of customer praise for four consecutive years; since 2021, in the service quality supervision evaluation, Chinese Life Insurance Company has been stable in the first echelon of the industry, and indicators such as claim timeliness, odds and case closure rate have ranked among the top in the life insurance industry.
Where the heart goes, the line is coming. As an insurance company serving more than 500 million customers, Chinese Life Insurance Company is committed to providing customers with high-quality, systematic and long-term "China Life Good Service". Good service is perceived by customers through subtleties, specifically, Chinese Life Insurance Company believes that there are eight key points that can be used as the coordinates of "good service": broad, comprehensive, strong, good, bright, excellent, warm and solid.
First, the service channels are wide. Chinese Life Insurance Company's online channels cover 13 service channels, including life insurance APP, mini program, official WeChat public account, SMS/WeChat, letter, email, 95519 customer service line, intelligent customer service, Internet online service, etc., so that customers can enjoy fast service anytime and anywhere; offline service channels are mainly agent teams and more than 2,500 counter outlets across the country.
The second is a full range of online services. With nearly 150 million registered users, Chinese Life Insurance APP has one-click direct business handling, and 100% of policy business demands are solved through online self-service + air customer service; 95519 customer contact center has been ranked as the best customer contact center in China for 20 consecutive years.
Third, the intelligent service is strong. In the era of digital intelligence, Chinese life insurance companies are ready for extensive intelligence from insurance application, preservation to claim settlement, and have created a "digital underwriter" who can "understand", "make decisions" and "communicate", and this artificial intelligence technology won the "Best Insurance Innovation Award" at the 2023 InsurDigital Insurance Summit. The digital human anchor "Xiao Nuan" has been applied to scenarios such as information broadcasting, service popularization, and product release, greatly improving the production efficiency of short video content.
Fourth, the service experience is good. Not only can young people who like online services use and like to use them, but also the elderly and service groups with special needs who are accustomed to counter and manual services can also get good services at their counter service outlets. There is a service item that can intuitively see the efficiency of China Life's online + offline service capabilities, that is, China Life's electronic invoice claims have realized a new claim service model of customer risk reminder, assistance to customer reporting, electronic invoice identification, automatic data entry, and intelligent case processing, which has been well received by customers, and the number of electronic invoice reminder claims in 2023 will be 567,000.
Fifth, value-added services are bright. The service boundary is constantly expanding, and there is more interaction with customers. For example, Chinese Life Insurance Company has created a service ecosystem based on "V customer life" to enhance service diversity; the "China Life Customer Festival" has been upgraded from an "offline feedback season" to an "online and offline carnival" for hundreds of millions of customers; the parent-child comprehensive aesthetic education ecological service project "China Life Little Painter" for children has been successfully held for 13 sessions; it has successfully held special theme activities for sports enthusiasts, female customers, middle-aged and elderly customers; and provided VIP customers with "global rescue" and other services.
Sixth, the claim service is excellent. Claims service is one of the most important sensing touchpoints for customers to pay attention to insurance. Chinese Life Insurance Company continues to create fast and warm claims services, and the overall claim settlement time in 2023 is only 0.38 days, and the odds are as high as 99.7%, ranking among the top in the industry. In 2023, the number of claims will reach 22.13 million, with a compensation amount of 59.9 billion yuan, ranking among the top in the industry.
Seventh, the service for the elderly is warm. Respecting the elderly and providing for the elderly is a major plan of the country, and "the old and the old" are the traditional virtues of the Chinese. Chinese Life Insurance Company provides online and offline multi-channel ageing services for the elderly, such as the launch of the life insurance APP Respect for the Elderly model, which is the industry's first mobile application to obtain barrier-free logos; the 95519 customer service hotline provides the elderly customers with "one-click access to labor" exclusive service; the counter launched a series of services for the elderly, providing respect for the elderly care services at counter outlets across the country.
Eighth, the protection of consumer rights and interests. It has built a "big consumer protection" work pattern with full participation, comprehensive coverage and full-chain management, integrated the protection of consumer rights and interests into all aspects of corporate governance and operation management, and realized the protection of consumer rights and interests from focusing on complaints to comprehensive and systematic operation. Strengthen the online management capability of consumer protection, and create the industry's first digital intelligent consumer protection platform to achieve dynamic data analysis, timely monitoring of indicators, and intelligent early warning of potential risks. The consumer protection training covered all employees and sales teams, with a total of 1,732,700 participants. Consumer protection education and publicity have formed a normalized and three-dimensional trend, and the number of people reached in 2023 will increase by 64.6% year-on-year.
A good service for a long time can make the people want
The corporate mission of Chinese Life Insurance Company is to serve the overall development of the country and protect the people's better life. On the one hand, it is necessary to let insurance customers recognize insurance services, and on the other hand, to ensure that every insurance customer can equally enjoy the insurance rights and responsibilities agreed in the insurance contract.
The "China Life Good Service" brand created by Chinese Life Insurance Company reflects the efficient operation ability of the operation service system. In the digital ecosystem built by the company, operation services have always adhered to the integration of technology to make service supply more convenient, efficient and accurate.
In recent years, Chinese Life Insurance Company has established the overall goal of "leading efficiency, technology-driven, value-enhanced and first-class experience" in operation services, and has embarked on the road of operation and development with "advanced mode, complete system, fine standards, superb professionalism and digital intelligence". The company strives to build an advanced new "smart operation" model, build a complete high-quality operation service system, create a unified and refined operation and service standards, build a first-class professional team and capabilities, and deeply cultivate technology-driven digital and intelligent operations, so as to become the engine and energy source of China Life's good service.
It is understood that Chinese Life Insurance Company has undergone six major changes, including management mode change, business standard change, operation mode change, service mode change, system change and process change, and has realized the iterative upgrading and self-transcendence of the company's operation and service capabilities. In particular, in 2015, the implementation of the "customer-centric, Internet-characteristic" process reform has laid a new foundation for the construction of the company's "new generation" system and high-quality operation service system.
To sum up in one sentence: "China Life Good Service" is mainly based on the long-term systematic construction ability and technology integration ability, relying on the overall advantages brought by talent management, operation management and digital intelligence drive, and gradually formed a "China Life Good Service" brand with the characteristics of Chinese life insurance company "Simplicity, quality and warmth".
High-quality development is the primary task of building a modern socialist country in an all-round way, and finance should provide high-quality services for economic and social development. The Central Financial Work Conference held not long ago put forward for the first time "five major articles on science and technology finance, green finance, inclusive finance, pension finance, and digital finance", which pointed out the direction for the high-quality development of finance, deepening the structural reform of the financial supply side, and guiding finance to provide high-quality services for economic and social development.
The needs of the country and the aspirations of the people are exactly what the high-quality development of insurance companies wants. Adhering to the "people-centered" development thinking, Chinese Life Insurance Company will stand on a higher vision to promote the brand practice of "China Life Good Service", and is committed to providing a more "simple, high-quality and warm" insurance protection experience for a wide range of customers.
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