1. 武汉理工大学
WUHAN UNIVERSITY OF TECHNOLOGY
Postgraduate Thesis Proposal Report
Selected topic
“Evaluation of customer lifetime value in Moroccan insurance”
Name of Postgraduate:
Nabila Boudina
Name of Supervisor:
Prof. Ma Huimin
Supervisor’s post title
Vice Professor
Enrollment Time:
2013 – 09
School/Department:
Management School
Discipline & Specialty:
Master of Business Administration
Research Orientation:
Marketing Management
Date of TPR submission:
12 Month 25 Day 2014 year

2. Instructions
1. When TPR is printed out, additional necessary pages with the same format can be attached. Fill in
the forms clearly and please fill in ink.
2. Carefully fill in the blanks, give prominence to the emphases.
3. TPR must be completed during the second school year.
4. TPR is a part of mid-term assessment. If the TPR is scored below D, the student cannot write
thesis.
5. After finishing the TPR, the student should hand in the report to the teaching secretary, and the
secretary will put it on records. After thesis defence and the agreement of the Degree Estimation
Committee of the School, teaching secretary will hand the report to Degree Office with Master’s
Degree Application and Assessing Report.
6. Thesis defense can be held eight months later after putting the TPR on records.

3. I. Literature review (attached 41 references)
The materials selected and utilized to elaborate this Thesis Proposal Report (TPR) were derived mainly
from books and internet website recognized journals of firm settle down in Morocco and marketing
management. The sources of specific statistic data were from the national bureau of statistics in
Morocco and from international governmental and non-governmental organizations. Additionally, it was
used also information of online newspapers, studies websites as source of market data.
Sources & References
WORKS INSURANCE MARKETING AND CUSTOMER RELATIONS
[1]- Christian Parmentier, Alexandre Rispal : Insurance Marketing Guide [M] , editions Argus, 2012 :
118
[2]- Frédéric Jallat, Eric Stevens, Pierre Volle: Customer Relationship Management , Peelen Publishing,
2007 : 51.52.53
[3]- René Lefebure, Gilles Venturi : Customer Relationship Management[M] , Eyrolles, 2005:25
[4- Lars Meyer-Waarden: Management loyalty - Editions Vuibert, March 2012 :105
[5]- Jacques Lendrevie and Julien Levy, Mercator , new theories and practices of marketing [M],
Dunod, 2013:244-249
[6]- Dubois Kotler, Marketing Management [M], 10th Edition, published by Publi Union 2000 :67-77
[7]- Laudon & Laudon, Management Information Systems:[M] Managing the digital firm , 12th
edition , Pearsons 2007 : 420-423
[8]- Pierre Alard and Pierre-Arnaud Guggemos, CRM, key to success [M], organizational editions :17-27
[9]- Olivier Bender, Introduction to loyalty in business [D], free e-book, royalty-free, 2008:47-77
[10]- Lars Meyer Warden, Developing buyer seller relationship , [M],2004 :501-521
[11]- Bill Inmon, Using the data warehouse [M],2004 : 26-27
ACADEMIC WORK
12]-December 2010 " Management of the customer life cycle: a proposal evaluation model of using
CRM software "[D] :15-25
[13]- Monika Seyerle " Customer Lifetime Value and Its determination using the SAS Enterprise Miner
and the SAS-OROS Software ", [D], SAS Institute Germany, Fachhochschule Nuertingen : :101-121
[14]- Greg Firestone and Mohamad Hindawi for Towers Watson, Customer Lifetime value,
Opportunities and Challenges , [D],March 2012: 50-52
[15]- S. Siddarth Singh Dipak C. Jain, Faculty & Research working paper from INSEAD, Measuring
Customer Lifetime Value: Models and Analysis ,[D] 2013.
[16]- Olivia Parr Rud, Executive Vice President, Data Square LLC, Modeling Lifetime Value in
theInsurance Industry.[D] :70-71
Thesis Proposal Report (TPR) for Postgraduate

4. JOURNALS , REPORTS AND CONFERENCES
[17]- Documentary review of the CMO LIMRA-: Managing the customer portfolio
[18]- LAB Workshop: The customer value for banks and insurance - June 24, 2013
[19]- Xerfi Precepta: loyalty strategies and customer relationship in banking and Insurance
[20]- Eurogroup Consulting: The key to success in the market for private insurance [J]-June2013(2)
[21]- Annual Congress of Actuaries: How enrich models with fundamental indicators of value in
the insurance? [J] - June 2010 7-9
[22]- LAB Conference: Multi-channel, gives new customer relationship in the insurance and financial
services - June 3, 2010
[23]- Eurogroup Consulting: Barometer makers Insurance 2013, [J] : 3-4
[24]- Conference Chappuis Halder & cie: Big data, case studies assurances , March 20, 2014
[25]- White Paper Solucom group: e-crm, how to set internet in the heart of customer strategymultichannel?
[J]- February 2009
[23]- LAB Conference:Allstate Insurance Company & Towers Watson, Customer Lifetime Value,
[27]- LAB morning conference: Big data: what practical uses for the insurance? – February19
[28]- LAB Conference: Deloitte: Big data, to a new science of risk? Big Data Conference, Paris, 26 March
2013
[29]- Cap Gemini & EFMA: World Insurance Report 2013
[30]- Kate Sirkin, Rick Abens, Applying Customer Lifetime Value to CPG Marketing Accountability Standard
Board Summer Summit, Chicago, August 2012 ,[J].3-6.
[31]- Morrocan Association for Customer Relations (AFRC) and Cost House: Improving Performance
customer value chain, costing repository of customer relations for the setting up of an economic model[R]
[32]- Accenture: What winning strategies for insurers in Morroco in 2020 ? [J] December 2013:(5).
SITES INTERNET ET BLOGS
[33]-http://en.wikipedia.org/wiki/Customer_lifetime_value
[34]- http://www.rmawatanya.com/qui-sommes-nous/notre-histoire
[35]- http://fr.wikipedia.org/wiki/RMA_Watanya
[36]- Cercle Lab : www.cerclelab.com
[37]- www.planeteclient.com
[38]- http://blog-crm.fr
[39]- http://leblogvertone.wordpress.com
[40]- http://journaldunet.com
[41]- http://blog.init-marketing.fr
[42]-http://cherclient.com
[43]- http://blog www.insurancethoughtleadership.com
[44]- Le business mag de Orange Business Services : http://orange-business.com
[45]- Université d’Harvard : http://hbsp.harvard.edu/multimedia/flashtools/cltv/
[46]- Marketing science institute : http://msi.org/research/index.cfm?id=271
[47]- http://newsassurancespro.com
[48]- LesEchos [21] National Institute of Statistics of Morroco. (2013). Tourism Statistics 2002-2012
[49]- National Institute of Statistics of Morroco . (2014).

5. Remarks: Additional pages can be attached.

6. II. Investigation and research report relevant to the topic
• After choosing the topic of my research, I made contact with RMA Wataniya Insurance
Company which is the main company of insures ,located in my hometown in Morroco. The director of this
company gave me the assurance that he will support me throughout my research
I am currently in the process of collecting the data necessary for the conduct of my thesis ,I'm going to
conduct research and make further interview with employees and management team leader of the company.
Considering that the main focus of the thesis about the evaluation of customers lifetime value in insurance in
Morooco ,the importance for insurers to invest in customer value in morocco it makes extremely important
an investigation research that reports relevant information about the key attributes of service customers .
This investigation will consists research questionnaire held by e mail to each agency of insures in Morocco
specifically the main agency selected were of the following;
Morocco Life Insurance Companies
Major life insurance companies in Morocco is as follows:
• RMA Watanya Insurance
• AXAAssurance Maroc Insurance
• Marocaine Vie Insurance
• CNIA Insurance
• Wafa Insurance
• Atlanta Insurance
• Zurich Insurance
• Sanad Insurance
Morocco Non-Life Insurance Companies
Major Non-Life Insurance companies in Morocco is as follows:
• Wafa Insurance
• Essaada Insurance
• Sanad Insurance
• Atlanta Insurance
• CAT Insurance
these interviews will be held by email. To each one of the selected insures it will be sent as a questionnaire
with quantitative and qualitative questions. The main objective of the quantitative questions is the
identification of the grade of impact that a particular investigated attribute in the literature review have on
customers services provides by customers data information. The quantitative questions will be analyzed
according to the most widely and used approach to scaling responses in a survey research.
we First, we will address customer value generally without limit ourselves to the insurance industry: what it
is, what it is for, how Is calculated and used? After defining the concept of customer value, we reconstitute in
the history of the customer relationship, will recall the issues and uses, its various components and their
power ,Until present moment almost all of them showed great enthusiasm and willingness to help with their
opinions. The biggest reason of their willingness to participate is the possibility to access organized
information generated by their own clients’ feedbacks of Ican be also planned, before the thesis closure, an in
loco visit to each one of the companies to in person have the experience and the possibility to verify the
veracity of the findings.

7. III. TPR
1-1.Topic:
“Evaluation of customer lifetime value in Moroccan insurance”
the thesis will address the issues of lifetime value of customers .
1-2. The origin of research
After 2 years of study as a MBA student with specialty in strategy of development enterprising , this thesis
research will be the first field contact and a very important moment to confront my academic learning to the
reality of the business world. It will be also a great opportunity for me to make contact with Morrocan
Companies that I hope will in future be my employer, but also this thesis will be an opportunity for me to
deepen my research and my understanding of the problematic.
The insurance sector in Morocco has experienced a better development after the adoption of new reform
policies. The U.S.-Moroccan Free Trade Agreement has created many opportunities for the country's finance
sector. A large number of banking and insurance companies of United States have started their operations in
Morocco. Minister of finance has been working as the regulatory body in the country's insurance sector.
2.1 The aim of the paper
This paper establishes customer value evaluation index system concerning customer current value and potential
value The Evaluation on Customer Lifetime Value & Rebuilding of Business Management System for RMA
Watany insurance.
The purpose of this master thesis is to implement the evaluation system to maximize generalized customer
lifetime value under restriction of expense.
The Big Data will be a useful tool to increase company’s profits by analysing and transforming information.
This phenomenon allows to focus on the customer needs that will permit to develop loyalty and invites him to
buy your products.
Through modeling and analyzing with the help of generalized customer lifetime value,it is found that to
retrieve a churn customer is necessary,the optimized retrieval expense exists,and the reasonable retrieval
sequence among various customers also exists,only when the value of retrieve-action-judgment-coefficient is
greater than one
Then,we brought forward the model of customer value construct and its influencing factors.
2-2 The significance of research
This study will try to contribute to the understanding evaluation systeme on Morrocan insurance under the
analysis of RMA watany Company,
In all countries, insurances (private and public) do not cease to create a lot of companies to deploy their efforts
and build relationship and life time value.
Despite the creation of many companies (public or private), some of them disappear directly to their embryonic
state and others who are trying to survive facing many obstacles directly or indirectly to achieve their goals
A critical success factor in insurance business is its ability to use information sources and contained knowledge
in the most effective way, it s profitability is obtained through the technical management plus financial
management of the finds gathered on the market. The profitability of a given customer can be evaluated
through its life value , we aim at applying evolutionary algorithms to the problem of forecasting the future life
time value in the insurances business.

8. 3 Literature Review, Theoretical Underpinnings and the Existing Problem
Reviewing literature is the most essential part of this study. Literature review will play the role to build the
ground of the proposed thesis paper. Literature review not only will develops the theoretical knowledge and in
depth understanding on the relevant fields but also will helps to formulate research questions, redefine research
objectives, identify the research opportunity and obviously will help to avoid the repeating work that has been
already done
3.1 Literature Review
3.1.1 Definition and objective of the Company
Subsidiary of the 2nd group more large private group in Morocco, Finance Com, RMA Watanya has made the
commitment, since more than 60 years, to protect people and property against the risks of life and to accompany
individuals, professionals and businesses in the realization of their projects for the future in all serenity.
Several hundreds of thousands of individuals and professionals and several thousands of companies have chosen
the products and benefit from the services of RMA Watanya with rates of satisfaction, regularly measures,
particularly students.
Insurer leader of technical risks -dams, thermal power plants, airports, etc. - but also of insurance of the person
-illness, death, disability, etc. - RMA Watanya is affirmed as the first insurer of enterprises in Morocco and
maintains partnerships with several networks of international insurers of renown: INI (International Network of
Insurance), INSUROPE.
Reference of the insurance sector in Morocco and in Africa, by his experience and its financial soundness, RMA
Watanya implements boldly and ethics the principles of its dual mission of insurer and investor in the service of
an optimistic future for all its stakeholders.
Be (in Morocco today and tomorrow in Africa and in the Arab world) the company preferred by reinforcing the
good reputation, the image of expert and the quality of service, through an offer accessible and innovative which
allow to expand the coverage of individuals, businesses and communities.
3.1.2 Definition of Customer life time value (CLV)
Customer lifetime value is the value of all purchases of a product type customer makes, on average, throughout
his life. "Applied to the financial world, this definition must, according to ‘Christian Parmentier and Alexander
Rispal’ be enriched notions of profitability and potential. These concepts will be further developed in chapter
describing different components of customer value.
The concept of customer value is a relatively new concept of measuring over time the return on sales and to link
investments the company to achieve this result. Customer value measures the return on effort provided the
customer or customer segment level. It is therefore an important indicator to assess and evaluate performance
differentiation strategies.
In marketing, customer lifetime value (CLV) or often (LTV) is a prediction of the net
profit attributed to the entire future relationship with a customer. The prediction model can have
varying levels of sophistication and accuracy, ranging from a crude heuristic to the use of
complex predictive analytics techniques.
Customer lifetime value (CLV) can also be defined as the dollar value of a customer relationship,
based on the present value of the projected future cash flows from the customer
relationship.Customer lifetime value is an important concept in that it encourages firms to shift
their focus from quarterly profits to the long-term health of their customer relationships. Customer
lifetime value is an important number because it represents an upper limit on spending to acquire
new customers. For this reason it is an important element in calculating payback of advertising
spent in marketing mix modeling.

9. 3.1.3 Methodology of calculating a Customer life time value (CLV)
A simple E commerce example
(Avg Monthly Revenue per Customer * Gross Margin per Customer) ÷ Monthly Churn Rate
The numerator represents the average monthly profit per customer, and dividing by the churn rate sums
the geometric series representing the chance the customer will still be around in future months.[citation needed]
For example: $100 avg monthly spend * 25% margin ÷ 5% monthly churn = $500 LTV
A retention example
CLV (customer lifetime value) calculation process consists of four steps:
1.forecasting of remaining customer lifetime (most often in years).
2.forecasting of future revenues (most often year-by-year), based on estimation about future products purchased
and price paid.
3.estimation of costs for delivering those products.
4.calculation of the net present value of these future amounts.
Forecasting accuracy and difficulty in tracking customers over time may affect CLV calculation process.
Retention models make several simplifying assumptions and often involve the following inputs:
-Churn rate, the percentage of customers who end their relationship with a company in a given period. One
minus the churn rate is the retention rate. Most models can be written using either churn rate or retention rate. If
the model uses only one churn rate, the assumption is that the churn rate is constant across the life of the
customer relationship.
-Discount rate, the cost of capital used to discount future revenue from a customer. Discounting is an advanced
topic that is frequently ignored in customer lifetime value calculations. The current interest rate is sometimes
used as a simple (but incorrect) proxy for discount rate.
-Contribution margin
-Retention cost, the amount of money a company has to spend in a given period to retain an existing customer.
Retention costs include customer support, billing, promotional incentives, etc.
Period, the unit of time into which a customer relationship is divided for analysis. A year is the most commonly
used period. Customer lifetime value is a multi-period calculation, usually stretching 3–7 years into the future.
In practice, analysis beyond this point is viewed as too speculative to be reliable. The number of periods used in
the calculation is sometimes referred to as the model horizon.
Thus, one of the ways to calculate CLV, where period is a year, is as follows:
,
where is yearly gross contribution per customer, is the (relevant) retention costs per customer per year
(this formula assumes the retention activities are paid for each mid year and they only affect those who were
retained in the previous year), is the horizon (in years), is the yearly retention rate, is the yearly
discount rate. In addition to retention costs, firms are likely to invest in cross-selling activities which are
designed to increase the yearly profit of a customer over time.
Note: No CLV methodology has been independently audited by the Marketing Accountability Standards Board
(MASB) according to MMAP (Marketing Metric Audit Protocol).

10. Simplified models
It is often helpful to estimate customer lifetime value with a simple model to make initial assessments of
customer segments and targeting. Possibly the simplest way to estimate CLV is to assume constant and long-
lasting values for contribution margin, retention rate, and discount rates, as follows:
3.1.4 Uses and advantages
Customer lifetime value has intuitive appeal as a marketing concept, because in theory it represents exactly how
much each customer is worth in monetary terms, and therefore exactly how much a marketing department
should be willing to spend to acquire each customer, especially in direct response marketing.
Lifetime value is typically used to judge the appropriateness of the costs of acquisition of a customer. For
example, if a new customer costs $50 to acquire (COCA, or cost of customer acquisition), and their lifetime
value is $60, then the customer is judged to be profitable, and acquisition of additional similar customers is
acceptable. Additionally, CLV is used to calculate customer equity.
Advantages of CLV:
management of customer relationship as an asset
monitoring the impact of management strategies and marketing investments on the value of customer assets,
Marketing Mix Modeling simulators can use a multi-year CLV model to show the true value (versus acquisition
cost) of an additional customer, reduced churn rate, product up-sell.
determination of the optimal level of investments in marketing and sales activities.
-Encourages marketers to focus on the long-term value of customers instead of investing resources in acquiring
"cheap" customers with low total revenue value.
-Implementation of sensitivity analysis to determinate getting impact by spending extra money on customer.
-Optimal allocation of limited resources for ongoing marketing activities in order to achieve a maximum return
-A good basis for selecting customers and for decision making regarding customer specific communication
strategies.
-A natural decision criterion to use in automation of customer relationship management systems.
measurement of customer loyalty (proportion of purchase, probability of purchase and repurchase, purchase
frequency and sequence )
The Disadvantages of CLV do not generally stem from CLV modeling per se, but from its incorrect application.
3.2 The existing problem
The customer lifetime value is a matter because no business has unlimited resources and so must allocate what
is available, on some rational basis. Product or service type does not qualify, as these are not tangible; only
customers are sufficiently tangible and definable to form the basis for resource allocation. Take the example of
another client, which trades in a commodity marketplace.
While analyzing customer lifetime value was seen to be important, it was believed that advantages would only
be realized if investment allocation decisions could be reinforced through enhanced customer insight, such that
propositions and messages could be tailored.
Two leaders of RMA Watanya insurance groups have told me recently, not believe in customer value. that it
mean they do not believe that the value of the company relies on its customers, they are not convinced of the
relevance of the use of statistical models based on the calculation of customer value. Organizations in silos,
structured information systems around the products filter networks of intermediaries, pregnancy of technical
departments, emerging all Recent marketing directions.
With a few years behind other industries, despite cultural barriers, organizational, computer, major traditional
insurers (Insurance Companies or mutual insurance), each in its own way, with ambitions and means very
disparate invested in modeling and operation of customer value.

11. 4. Research objectives, research contents and the key questions to be solved
4.1 Research objectives
The objective of the proposed thesis paper drives from the problem statement and the significance of the
study.When reaching toward the study’s aim, following objectives are expected to be achieved;
4.1.1 General objective
The objective of the thesis is the identification, weigh and assessment of assurance service attributes whose
provision turns to be indispensable for the improvement of the customers value and the service relationship in
morocco insurances .
4.1.2 Specific objectives
Due to the nature of their activity, inversion of the production cycle and cost high conquest, the objective of
insurers is currently as follows:
• increase the life value of their clients and customers to detect potential multi- equipment to supply the value of
their customer portfolio
• while striking a balance between business development and technical profitability, including insurance risks.
To optimize the allocation of resources based on expected profits, customer value seems an essential indicator,
to segment the portfolio, for measuring the value of segments made by other methods. It must take into account,
at least, the profitability of products held by a customer or customer segment at the study (sum of the
contributions of detainees revenue in the income of the company, weighted by annual premiums), the likelihood
of future behavior and their maximum potential. However, if the customer value is an indicator necessary, it is
not sufficient, and other segmentation criteria will also be designed to develop business and customer loyalty.
The various interviews we conducted show that the analysis of portfolios customers and modeling of value is
fundamentally contextual: foremost investment in this area, then depend on the then available data.
Finally, remember that a customer value approach can be a good way to unite all employees of the company
around a meaningful project, provided to communicate clearly, to set goals and understandable indicators
shared by all, to model itself is simple enough to understand, above all, to complete the project in line with the
company's strategy.
4.2 Research contents
Contents
Chapter 1 Introduction
1.1 Objective and Significance of the Study
1.2 Literature Review
1.3 The contents and methods of the study
Chapter 2 Customer lifetime value and the related theories
2.1 Definition of customer lifetime value
2.2 Affecting factors
2.3 Evaluation methods and existing problems
Chapter 3 Methodology
3.1 Exploratory approach and qualitative study
3.2 Information gathering
3.3 Data collection
Chapter 4 Data collection and analysis
4.1 Result presentation
4.2 Strategies on improving the evaluation of customer value
4.3 Analyses
Chapter 5 Conclusion and recommendations
5.1 Interpretation of the result
5.2 Conclusion
5.3 Recommendations

12. 4.3 Questions
The Study attempts to find solutions for following questions;
 is it still relevant for insures to invest in Customer lifetime value?
 How to approach customer value?
 What investment: digital or customer value.
 What investment: or multichannel customer value Conditions for success
 Are there any actions that should be implemented insurances to improve the service relationship provided
to their clients?
4.4 Hypothesis
The objective of hypothesis development of the thesis proposal report is to specify the proposed thesis.
Primarily, hypothesis has been developed to give a clear outline about the thesis.The attributes of service
customers insurances located in Morocco are goes beyond the ones identified merely by the existent literature
review. Different service customers attributes impact the insurances service customers provision in different
ways, having some of them more importance than the others.
Although positive, the current situation of service customers provision in Moroccan insurances needs
improvements in some specifics and relevant attributes of service.
Programs of service customers improvement designed on base on the deficiencies found in relevant service
customers attributes represent a valid solution for the Moroccan insurances service customers management
problems.
5. The research methodology and technological ways, which will be applied in my thesis
5.1 Technological ways :
To carry out this study, we took into account all the available official statistics as well as our knowledge of the
environment.
.1 Search official statistics
were conducted by using two main theoretical methods together with the applied statistic. One of them is classic
and well known in the marketing literature review, which are the application of qualitative and/or quantitative
questionnaires inquiring directly the clients about their experience with the provided service. The other,
developed recently with the advances of the IT is the analysis made on clients online reviews
present on travel sites and travel communities. The section of literature review showed us that many studies in
insurances marketing have considered both of these methods to achieve their results.
- Technological tools for customer value
Along with the emergence of customer concepts, customer value, relationship marketing, the technology has
evolved, facilitating the implementation of customer marketing strategies.
It is now possible to build an overview of available information each client.
- The CRM tools (or CRM)
With these tools that most insurance companies began in customer knowledge.
The general logic of customer relationship management tools is to propose a set application solutions covering
the various functions of the customer relationship (marketing sales, customer service) on the different channels
of interaction between the customer and the company.
In companies where the customer relationship is at the heart of the business, such as corporate support,
sometimes the customer information are integrated into databases CRM tools, these being structured around the
customer. The purpose of these tools is to develop the means to identify, segment, adapt, Interact and evaluate
the relationship with each customer in a mass activity.

13. 5.2 The study methodology
5.2.1 Defining the leading attributes
To define the leading attributes of service customers in the insurances of Morocco it will be first made an
analysis of the literature review, which will be basis of the author selection of a group of attributes that are
indispensable to assess service in the insurances industry.
After selection stage, these attributes will be discussed with the experts of the industry (the insurances managers
of the assessed insurances in Morocco).The experts, in basis of a quantitative and qualitative questionnaire will
be the final judge about which leading attributes should be part of the assessment of service customers in
insurances in Morocco .
5.2.2 Data Collection
The Big Data will be a useful tool to increase company’s profits by analysing and transforming information.
This phenomenon allows to focus on the customer needs that will permit to develop loyalty and invites him to
buy your products. Monthly observations of each explanatory variable and the respond variable are collected as
time series from January 2002 to January 2010. Data relating to customers life time value and factors are
obtained from the monthly bulletins published by commercial insurances customers, data are collected from the
database of the CSE.
5.2.3 Data Analysis
In achieving the study’s main objective and its supportive objectives following tests are expected to be applied.
Each test is executed either on statistical package.The Big Data will be a useful tool to increase company’s
profits by analyzing and transforming information. This phenomenon allows to focus on the customer needs that
will permit to develop loyalty and invites him to buy your products.
5.2.4 Inquiring about the leading attributes of insurance service customers
After selected, the leading attributes of service customers will be investigated according to the viewpoint of
clients who have experienced the service of the selected insurances. To these clients will be sent an online
questionnaire inquiring about how they rate the selected attributes according to their experience in the
insurances. The database for the client information and contact will be raised by the already referred for each
selected insurances, more than five hundred reviews of clients, which represent number more than sufficient for
the extraction of a significant sample.
5.2.5 Assessing the leading attributes of insurance service customers
After receiving the questionnaires, the author will check the validity of the answers of each questionnaire. The
considered acceptable will be part of the final analysis. The final analysis will consist in a descriptive statistical
analysis accompanied by a final report. The numeric data of the questionnaires will be treated with
acknowledged electronic software in the statistical field, which is the Statistical Package for the Social Sciences
(SPSS) and Excel.
5.2.6 Improving the leading attributes of insurance service customers
In basis on the final report realized to assess the service customers attributes Moroccan insurance , it will be
elaborated, according to the suggestions present on the literature review, the opinions of the experts in the field
(insures ) and the acquired knowledge of the author, programs aiming to solve and improve the service
relationship in Morrocan insurances, turning them in this way an even better option for their clients.

14. 6. The prospective results of the research and innovative points
6.1 Prospective results
The research starts with the assumption that there are noteworthy problems life value and relationship customers
What is expected is that the identification and assessment of these deficiencies The challenge is how to
determine the unit profitability of customers and to reconcile this profitability - now and forward - with
customer satisfaction.
The Big Data will be a useful tool to increase company’s profits by analyzing and transforming information.
This phenomenon allows to focus on the customer needs that will permit to develop loyalty and invites him to
buy your products.
The theory of customer value is based on a premise: the conquest of a new customer is not a cost to be reduced,
but an investment, which translates into a profit in the short-term negative and should be profitable.
As part of an approach to marketing based on customer value, this investment has to be set against profits made
by the customer on the length of his relationship with the company:
• present or past profits, accountants, observable, measurable,
• future or potential profits, as part of a prospective approach, but still quantifiable,
• and more qualitative data are more difficult to quantify, relating to the attachment customer to the brand or
trade to the satisfaction, adequacy of supply products and services to their needs at every stage of its lifecycle.
6.2 Innovative points
The research will undoubtedly constitute a pioneer study of service relationship in the marketing department of
Moroccan insurance , due to the in-existence of relevant studies in this field in the country according to the
researched literature review. The ultimate goal of a marketing or commercial policy based on customer value,to
maximize the margin of the company. The issues concerning trade efficiency, and
means the assignment. The impacts include distribution, customer policy,
ultimately, profits ...
Too often seen as the preserve of statisticians and data miners, customer value shows how she is well at the
heart of corporate strategy, when it comes to trade policy, customer marketing, customer service and customer
relations omnicanale.
Another innovative point is that the theoretical framework of this research will represent a plus in the literature
of lodging industry due to the scarcity of studies addressed specifically to the Moroccan customers and
insurances .
7. The process and arrangement of the research
Chronogram:
 July 2014 – December 2014: time of investigation research
 December 2014: Deadline for Thesis Proposal Report (TPR)
 January 2015 – May 2015: Start and completion of the thesis
Note: the statistics in this study come from several sources and have differences based organizations that
published them. We applied the rule weighted averages to reflect as much as possible reality. Certain
confidential information is not disseminated by insurances (average room recipe). In this case, the figures
remain relatively rough but reasonable margin of error, given the reality of the market.

15. Ⅲ.TPR (including the contents as follows)
1. the topic of your research and the origin of your research ideas
2. the aim and significance of your research
3. the state quoes of home and abroad research relevant to your research topic, including the
developing level and existing problems
4. research objectives, research contents (the framework of the thesis), and the key questions to
be solved
5. the research methodology and technological ways, which will be applied in your research
6. the prospective result of the research and innovative points
7. the process and arrangement of your research

16. Remarks: Additional pages can be attached.
Ⅳ. Supervisor’s opinions on TPR
Supervisor’s Signature: Date:
The time of TPR and the list of Assessing Committee (Requirement: At least 3 members in
the Assessing Committee, whose title should be associate professor or above. This blank
should be filled by supervisor):
Time:
Place:
Attendance: (Remarks: supervisor can not be the leader.)
Leader: Title:
Member: Title:
Member: Title:
Member: Title:
Member: Title:
Member: Title: