摘 要
我国保险业经过改革开放 30 多年的恢复发展和积累，从无到有、从弱到强，取得
的成绩有目共睹。但是伴随激烈的市场竞争、快速增长的业务规模以及消费者不断提
高的维权意识，“理赔难”、“产品服务同质化”等问题愈显突出，客户服务问题逐
渐成为制约保险业发展的关键因素，客户服务的质量、服务水平的高低决定着一家公
司的兴衰存亡。

本论文在综合阐述分析国内外客户服务研究现状的基础上，首先，以阳光财险黑
龙江分公司为研究对象，介绍了公司的基本组织架构，通过对公司近几年的业务经营
情况和客户服务现状进行分析，归纳出公司存在客户服务管理制度不健全、理赔流程
管理混乱、客服人员素质不高等问题；其次，分析了阳光财险黑龙江分公司客户服务
所处的内外环境，用 PEST 分析法，分别从政策环境、经济环境、技术环境、同欧亿·体育（中国）有限公司环
境等四方面分析评价了所面临的外部环境，指出无论是国内还是省内，外部发展环境
趋好，但是也存在一些不确定的因素,内部环境采取创新举措，在方便客户的同时为业
务发展奠定了基础；再次，结合客户服务产业的发展趋势，针对阳光财险黑龙江分公
司客户服务管理存在的不足与问题根源，对阳光财险黑龙江分公司客户服务管理体系
进行了设计，围绕建立客户服务体系的基本原则和目标，明确了组织结构、岗位设置
和工作职责等基本要求，构建了分级负责的客户服务管理体系，并采用平衡积分卡为
设计思路的绩效考核方法进行监测；最后，为保障客户服务管理体系的正常运转，以
公司人才战略、员工培训、客户投诉渠道优化、三种经营模式保障和文化软实力建设
为切入点，分析设计了支撑客户服务管理体系高效运行的保障策略。

关键词：阳光财险；客户服务；客户服务管理体系；保障策略
Abstract
Through the 30 years of reform and opening up, China’s insurance industry has
developed from weak to strong and made obvious performance.But with the rapid business
growth and the intensification of market competition, as well as the increasing awareness of
insurance consumers, “Claims of” problems and “Homogeneity products service” problems
have become more and more prominent. The quality and level of customer service have
already been the key factors determining the development of insurance industry and survival
of companies.
By basing on the comprehensive analysis of domestic and international customer service
research, the paper introduces the basic framework of Sunshine Property Insurance
Heilongjiang Branch firstly, and sums up problems such as imperfection of cusutomer service
management system, confusion of claim procedure and lowquality of Customer Service
Personnel through the analysis of company business and customer service situation in recent
years. Secondly, the paper analyzes the internal and external environment. On the one hand,
by using “PEST” method to evaluate the external environment from the aspects of policy,
economy, technology, same industry, the paper points out that although the domestic or
provincial external environment is getting better, some uncertainties still exist. On the other
hand, in order to improve the internal environment, some companies have already innovated
measures to facilitate customers and promote business development.Thirdly, combined with
the development trend of customer service industry, the paper designs the customer service
management system of Sunshine Property Insurance Heilongjiang Branch according to its
shortcomings, and specifies organizational structure, post setting, job responsibilities in order
to construct the classification of responsibilities for the customer service management system.
Furthermore, recommends to use “Balanced Scorecard” as the performance evaluation
methods. Finally, in order to guarantee the normal operation of customer service management
system, from the standpoints of talent strategy, staff training, complaint channel optimization
and cultural soft power construction, the paper analyzes and designs the protection strategies
which supports the efficient operation of customer service management system.
Keywords: Sunshine Property Insurance; customer service; customer service management
system; protection strategies