In recent years, with the change of demographic structure, the development of society and the improvement of living standards, customer demand has shown an unprecedented upward trend. At the same time, the market is gradually entering a mature stage, prompting the insurance industry to seek transformation and innovation driven by high-quality development.
In this context, the operating logic, marketing model, service mode, role positioning, business philosophy, and customer-enterprise relationship of the insurance industry are all being reconstructed and reshaped - from the compensator of economic losses, the provider of insurance services, to the peer partner and risk consultant of the customer's life journey; From focusing on product sales to focusing on customer value, from assuming social responsibility to pursuing social value.
Through the recently released 2023 annual social responsibility report of Fude Life Insurance, it can be clearly seen that the adherence to the original mission, the creation of customer value, the protection of brand value, and the concern for social value have become the driving force and growth engine for this insurance company to innovate its innovative development model and create social value.
"Product + service" innovation and upgrading, to create customer value
At present, people's understanding of health protection and wealth management is deepening, and the ability of insurance products to snipe risks, the scope of insurance coverage, the dimension of insurance services, and the demand and expectation for higher cost performance are also increasing. Based on this transformation, Fude Life Insurance has started the "supply-side reform" of insurance products and services.
On the product side, in 2023, Fude Life Insurance will launch the first "Extreme Protection" critical illness insurance that can meet the needs of non-standard people, reflecting the acceleration of product innovation for subdivided groups. On the one hand, it promotes the innovation of "starting from scratch", and on the other hand, it carries out the polishing of "excellence" - Fude Life has continued to iterate the "Healthy and Worry-free" series of products for six consecutive years, forming a brand series with strong targeting, comprehensive protection and rich functions. The "Health Supreme Model A" launched in 2023 will create a cost-effective feature of double payment for age groups before and after critical illness.
In response to the continuous release of health protection needs, while innovating protection products, Fude Life Insurance has launched the "Legacy Gold Honor A" whole life insurance product in the individual insurance channel to meet customers' needs for wealth preservation and appreciation and safe inheritance.
In addition, the company has developed and listed the "Xinyue Jindian" series, "Ruyi Zhenxiang" series and "Xinxiang Ruyi" whole life products in the bancassurance channel, continuously improved the "Life 360" series of products, created a savings product matrix with high security and stable income, and built a comprehensive wealth management protection network for customers.
Synchronized with product-side innovation is the optimization and upgrading of the server-side and the ecological layout. In terms of health value-added services, Fude Life provides online services such as online consultation and health assessment to all users through the "Fude Heart Service" platform, and offline services such as outpatient appointments and inpatient surgery coordination for customers with "worry-free/supreme" policies. In 2023, the coverage of health value-added services will be expanded to 31 products, and the service will be used nearly 144,000 times a year.
In addition, on the basis of the existing service system, Fude Life Insurance will launch the second version of the VIP customer service plan in 2023, adding and upgrading 9 services such as exclusive physical examination, birthday privileges, global medicine search, and health care. At present, the company has formed 4 series and 42 VIP service systems, with more than 89,000 times of service throughout the year.
In the claim settlement link that customers are most concerned about, Fude Life Insurance has launched cloud claims and artificial intelligence claims, and agents can upload customer claim information anytime and anywhere through the mobile business development APP, so as to realize the pre-acceptance and entry of claims, and build an integrated intelligent sharing platform for claims settlement and business development to create a "fast, simple and free" claim "cloud" experience. Artificial intelligence is used to automatically adjust and close small claims cases. In 2023, the company's claims volume will reach 399,300, a year-on-year increase of 13.4%.
Through product innovation, service upgrading, ecological layout, and technology empowerment, we drive the implementation of customer value creation and lay a solid foundation for customer service for Fude Life Insurance. By the end of 2023, the company has a total of 8,599,600 policyholder customers, which is close to the goal of tens of millions of customers.
Promote transformation, strengthen risk control, grasp consumer protection, and enhance brand value in an all-round way
To look at the brand value of an insurance company, it is necessary to observe and evaluate it from more dimensions. One of the indispensable is the foresight and action ability of the insurance company to keep pace with the times and keep up with the changes in trends and needs.
The latest demographic data shows that by the end of 2023, the number of people aged 60 and over in the country has reached 297 million, accounting for 21.1% of the national population, of which 15.4% are aged 65 and above. According to the growth trend of the aging population, it is expected that the mainland will enter a deep aging society from 2024 to 2026, and the huge demand for elderly care will continue to be released.
In response to the needs of the times, Fude Life actively participates in the pension business, explores the integration model of pension and pension services based on national conditions, preferences of Chinese people, and corporate resource endowment, and guides consumers to establish a full life cycle insurance concept to better cope with future opportunities and challenges.
In terms of product dimension, it returns to the origin of insurance protection, takes providing longevity risk protection as its core advantage, and provides pension with distinctive characteristics; In terms of service, we integrate the group's resources and strive to build a health care service system based on home-based and community-based elderly care.
At the same time, Fude Life Insurance also regards the protection of consumer rights and interests as the key starting point and internal driving force for shaping competitiveness, incorporates it into corporate governance and corporate culture construction, starts from the top-level design, builds a multi-dimensional, three-dimensional and unified consumer rights protection system, and gradually establishes a "big consumer protection" work pattern that integrates consumer protection factors into the whole process and undertakes consumer protection tasks for all employees.
With its efforts in various dimensions, Fude Life Insurance has also received many recognitions in 2023, and has been awarded many honors such as "Trustworthy Insurance Company of the Year" and "Stable Operation Institution of the Year in 2023".
Serve the real economy, pay attention to people's livelihood and public welfare, and pursue social value
"Giving full play to the functions of economic shock absorbers and social stabilizers" is the requirement of the Central Financial Work Conference for the insurance industry, and it is also the expectation of the country and the people for the insurance industry.
Based on this understanding, Fude Life focuses on the real economy and people's livelihood, on the one hand, it strives to promote inclusive insurance, seeks breakthroughs and innovations in terms of professionalism and products, further improves the inclusive product system, and helps small, medium and micro enterprises and the people improve their ability to fight risks. In 2023, a total of 3,381 risk protection households will be provided for small, medium and micro enterprises, with a total insurance amount of 53.6411 million yuan, and the life insurance protection provided for the elderly over 60 years old will increase by 10.3% year-on-year.
On the other hand, we focus on special groups such as small and micro business owners, farmers, new citizens, and the old and the young, and launch a series of targeted warm-hearted service measures to solve problems and do practical things for special groups, and convey the temperature of insurance.
Taking age-appropriate services as an example, Fude Life Insurance has upgraded and built a standardized counter version 2.0, set up a special counter for the elderly and a convenient service area to provide one-to-one manual services for the elderly; Create a smart counter service, with the one-counter system as the core, to provide elderly customers with the whole process of online policy services; Combine traditional door-to-door service with intelligent technology to solve the problem that elderly customers cannot come to the counter to handle business.
In addition to providing inclusive insurance and excellent warm-hearted services, Fude Life Insurance has also carried out the "Little Dolphin Project" public welfare activities that have been refined and deepened for more than ten years. A set of figures in 2023 quantifies the depth of this public welfare activity -
Focusing on children in difficulty, left-behind children, and children who have lost their parents, a total of 309 on-site activities were carried out;
603 one-on-one on-site visits;
38 summer study tours and summer camp activities;
A total of 10,568 warm packs and 10,622 exclusive insurance kits were donated, benefiting 16,144 children in 214 cities. A total of 2,401 volunteers formed one-on-one pairs with 974 children in need, and donated more than 730,000 yuan in grants and love materials.
In addition to carrying out the "Little Dolphin Project" public welfare activities, in 2023, the company will actively carry out more than 220 social welfare activities such as disaster prevention and mitigation, helping the needy, respecting the elderly and caring for children, blood donation, student and teaching assistance, environmental protection, etc., donating nearly 850,000 yuan in donations and love materials, and benefiting nearly 37,000 people.
In the era of new business and big Internet, the underlying logic of development has changed, redefining every marketing element, repositioning the relationship between customers and enterprises, repositioning the social role, reconstructing a new growth logic and growth engine, and building a positive and win-win game relationship with customers, partners, and social ecology to create a symbiotic and win-win situation, in order to win the ticket to the new era.
In this process, the satisfaction and creation of customer needs and customer value, the protection and promotion of brand image and brand value, and the fulfillment and pursuit of social responsibility and social value can bring higher competitiveness. The value transformation of Fude Life Insurance also verifies the life force released by this kind of responsibility competitiveness.
