保险电销发展研究——以陌拜为主要分析视角

A Research on the Insurance Telemarketing from the Perspective of Outbound Calling

与传统保险销售模式相比,保险电销无论对消费者还是对保险公司都具有明显的市场竞争优势,因此在当前的保险销售市场化上面临激烈的竞争。分析保险电销经营模式,重点探讨影响陌拜业绩提升的主要因素,通过回归等实证分析方法,得出相关结论,即电销座席人员的活动量(即通时、通数等指标)与其业绩呈较明显的正相关关系,同时,年龄与工作经历也是影响其业绩的重要因素。最后,从数据资源的数量和质量、销售坐席队伍建设、现场管理和落地服务等几个方面对提升保险电销陌拜业绩提出了建议。

Compared with the traditional insurance marketing, the telemarketing has obvious competitive advantages for both the customers and the insurance companies, therefore the competition of telemarketing in the insurance sales market is getting increasingly intenser. This paper analyzes the business patterns of insurance telemarketing, putting emphasis on the factors affecting the performance of outbound calling. By means of empiri- cal analysis, using the methods of multiple linear regression, the paper draws some conclusions about the factors affecting the performance of outbound telemarketing, i. e. the achievement of telemarketers is closely related to their amount of contacts and total talk time as well as their work experience and ages. The paper also puts forward some suggestions to improve the performance of insurance outbound telemarketing from the following aspects, i.e. resource and data supply, team building, field management and the local after - sale service.