Adhere to the "people-centered" to create "simple, quality, warm" China Life good service

With the continuous development of social economy, the distance between insurance and ordinary people is gradually narrowing, how to meet the public's increasing demand for insurance services? How to provide faster, more convenient and more intimate insurance services? It has become a must-answer question for the high-quality development of the insurance industry.

Chinese Life Insurance Co., Ltd. (hereinafter referred to as "Chinese Life Insurance Company") always adheres to the value orientation of "people-centered", takes meeting the people's growing needs for a better life as the starting point and foothold, constantly innovates and makes breakthroughs, and uses high-quality service innovation projects to create a "simple, high-quality, warm" China Life good service.

Technology makes services accessible at your fingertips

In recent years, Chinese Life Insurance Company has actively applied emerging cutting-edge technologies such as big data, cloud computing and artificial intelligence to effectively improve the quality of insurance services and make services simpler.

In the Internet era, customer service logic is facing the challenge of reshaping. Relying on digital intelligence technology, Chinese Life Insurance Company has innovatively adopted the "shared operation" mode of operation. As a state-owned insurance company with a long history, in the past few years, Chinese Life Insurance Company has gradually realized the provincial concentration of operations in various fields, and the "shared operation" model connects the operation centers of each province into a general center in the country. Through online logical centralization, the non-physical centralized digital intensification is realized, and the most suitable personnel are found in time for each customer service demand, which effectively reduces the waiting time of the company's policy services, so that customers across the country can get good service with consistent quality even if they are thousands of miles away.

At the same time, Chinese Life Insurance Company has created a service contact point of "multiple online channels and full offline channels", breaking the limitation of time and space, saving time and energy for customers and making the service smoother. With nearly 150 million registered users and more than 10 million monthly active users, the Chinese Life Insurance APP has now become the most important channel for the company's customers to handle their online business. Not only that, Chinese Life Insurance Company continues to upgrade offline counter service outlets, gradually transforming from a traditional "policy service" based customer service center to a four-in-one customer experience center of "policy service center + service experience center + sales support center + consumer protection publicity and education base".

In addition, through the integration of digitalization, Chinese Life Insurance Company is now able to provide full-scenario intelligent services from insurance, underwriting, preservation to claims. In recent years, the company has implemented the underwriting service project of "full insurance and fast insurance due to insurance", created intelligent tools such as intelligent insurance, intelligent dual recording, and intelligent underwriting, and realized the whole process of intelligent underwriting services for new contracts for individual long-term insurance. At the same time, through precise positioning, it has provided a high-quality insurance experience for 160 million sick customers and the elderly. For example, the Fujian Branch of Chinese Life Insurance implemented the "Recording Help" order quality improvement project to improve the sales staff record process, and the customer insurance experience has been continuously improved. Chinese Life Insurance Jiangsu Branch has implemented the whole process of claims settlement unmanned work project, and built core capabilities such as intelligent scheduling, intelligent identification, intelligent review and collection, after the customer claims report, the whole process of some cases can complete the full review of the claim and pay the account without manual participation, and the claim result is "immediately desirable", realizing the 24×7 hours uninterrupted claim settlement service.

It has realized the intelligent whole process of the new contract underwriting service of individual long-term insurance, and has provided high-quality underwriting services for 160 million sick customers and the elderly. For example, the Fujian Branch of Chinese Life Insurance implemented the "Recording Help" order quality improvement project to improve the sales staff record process, and the customer insurance experience has been continuously improved. Chinese Life Insurance Jiangsu Branch has implemented the unmanned work project of the whole process of claim settlement, and built core capabilities such as intelligent photography, intelligent identification, intelligent review and collection, so that customers have no manual intervention in the whole process from claim reporting application to claim payment, and the claim result is "immediately desirable", realizing 24×7 hours of uninterrupted claim settlement service.

Integration, so that the quality of service upgraded

When the public's insurance needs gradually change from "whether there is" and "how much" to "good or not" and "excellent", in order to meet the public's growing diversified insurance protection needs, Chinese Life Insurance Company focuses on "integration" and meets the diversified needs of customers in insurance, health, wealth, pension and other aspects through a package of service solutions, so as to make the service more quality.

In recent years, Chinese Life Insurance Company has continued to accelerate integration and service innovation, continued to build a service ecosystem based on "V customer life", and focused on improving service diversity, which has been widely praised by customers. In 2023, Chinese Life Insurance Company and China Guangfa Bank, a subsidiary of Chinese Life Group Corporation, will implement the "Privilege Gift" VIP value-added service project, jointly planning to jointly build airport VIP lounge service resources, so that customers can enjoy more intimate services.

According to the National Health Commission, the elderly population aged 60 and above in mainland China will exceed 400 million around 2035, entering the stage of severe aging. In the context of the mainland's in-depth implementation of the national strategy of actively responding to the aging of the population, the high-quality development of financial and insurance services for the elderly has also become the proper meaning of Chinese life insurance companies as the "head goose" of the industry. To this end, Chinese Life Insurance Company actively builds a big health and big pension ecology, and determines the construction of a large pension development model based on "urban heart" institutional pension, supplemented by existing suburban institutional pension, home pension and community pension. Since 2023, the company has added 7 institutional pension projects that can be connected to the "insurance + pension" business, and has piloted home-based elderly care experience activities in 5 cities, including Beijing, Shanghai, Hangzhou, Guangzhou and Chengdu, to provide 5 types of characteristic home-based elderly care services such as health care and care around the needs of the elderly group.

Take the initiative to make the service more warm

Adhering to the people-centered, thinking about what the people think and anxious about the people's anxieties, in recent years, Chinese life insurance companies have actively changed their service thinking, starting from the needs of the public, and completed the transformation from "passive" service to "active" service.

"Proactive" service starts with "active discovery", no longer waiting for calling, but actively moving ahead of requirements. Chinese Life Insurance Company actively builds a customer voice collection platform, carries out normalized customer original voice and customer evaluation collection, and finds out the most common and most concerned service demands of customers through semantic intelligent analysis, correlation matrix model, process breakpoint sorting and other methods, so as to realize the people's questions and needs. Taking Chinese Life Insurance Shanghai Branch as an example, the company implemented a sleeping customer service project based on accurate portraits, built a digital full-link service from accurate portraits, accurate activation to accurate meetings and accurate services through customer portraits and service clues, and established a digital customer service team to provide customers with all-round service support such as policy sorting, information changes, and claims reporting reminders to meet the differentiated needs of customers.

"Proactive" service should not only "actively discover", but also "actively follow-up" to effectively respond to needs and solve problems. Chinese Life Insurance Shandong Branch launched a new engine project for service marketing, which innovatively launched the active service model of medical electronic bill insurance reporting, on the basis of customer authorization, the insurance information will be pushed to the company's service personnel at the first time, and the service personnel will take the initiative to contact the customer and go to the condolence visit, guide and assist the customer to collect and sort out the claim information, and solve the customer's "where to settle the claim?" "How do I make a claim?" "What documents do I need to make a claim?" and other problems to realize the transformation from passive waiting for traditional claims settlement to active reach.

Stick to it and let consumer protection be implemented

Adhering to the original intention of insurance for the people, Chinese Life Insurance Company has implemented multi-dimensional management to ensure the protection of consumer rights and interests, and has taken multiple measures to improve the level of consumer rights and interests protection. The company has implemented the digital and intelligent consumer protection service project, established a whole-process consumer rights protection mechanism, built a "four-in-one" consumer protection management platform for customer complaints, consumer protection review, consumer protection evaluation, and complaint early warning, carried out product and service consumer rights protection review, and truthfully, accurately and comprehensively disclosed and informed customers of product and service information. At the same time, through online and offline service channels, consumer rights protection education and publicity have been widely carried out, and all counters have been listed to set up "consumer rights protection education and publicity bases". In 2023, the company carried out more than 15,000 activities through centralized education and publicity, reaching 288 million consumers.

On the 75th anniversary of the founding of the company, Chinese Life Insurance Company has always put serving the people in mind, deeply cultivating the industry, cultivating internal strength, taking innovation as the first driving force, and continuing to build the core competitiveness of operation services. In the future, Chinese Life Insurance Company will continue to accelerate the transformation of quality, efficiency and power, continuously enhance the people's sense of gain, happiness and security, and protect the people's better life.