Zhonglu Insurance - Customer Satisfaction Study
Company overview
Zhonglu Property & Casualty Insurance Co., Ltd. is China's first nationwide, legally established insurance institution with its headquarters in Qingdao. The company is strategically positioned to 'take root in Qingdao, strengthen Shandong, and extend nationwide,' providing diverse insurance services to both enterprises and individuals. Zhonglu Insurance consistently adheres to a customer-centric service philosophy, focusing on risk management, product innovation, and response efficiency, continuously enhancing insurance service quality and building a property insurance brand with regional characteristics and national influence.
Research background
As the insurance industry continues to advance in marketization, customers' expectations for insurance products and service quality have increased significantly. Customer satisfaction has gradually become a key indicator of competitive advantage. While Zhonglu Insurance experiences rapid business growth, it also places emphasis on the completeness and experience of the customer service process. To systematically identify pain points and needs throughout the customer journey, optimize service workflows, and strengthen customer loyalty, the company requires a third-party research approach for scientific evaluation.
Research scope
In August 2017, CEIDEA Research was commissioned by Zhonglu Property & Casualty Insurance Co., Ltd. to conduct a telephone survey on customer satisfaction and product demand among policyholders. Key areas of focus included: customers' acceptance of product promotion methods, the convenience and efficiency of business processing procedures, the professionalism and service attitude of sales personnel, handling efficiency, and overall satisfaction with service outcomes. Additionally, the Net Promoter Score (NPS) model was employed to assess customer loyalty and willingness to recommend Zhonglu Insurance, identifying potential areas for improvement.
Expected outcomes
The final research report will provide scientific data support for Zhonglu Insurance in refining product offerings, optimizing service processes, and improving sales training systems. Through quantitative analysis of customer satisfaction and NPS scoring, the company will identify service weaknesses, enhance the customer journey, strengthen customer trust, and improve brand reputation—ultimately driving improvements in policy renewal rates and overall market competitiveness.
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