The core 5PD elements of the insurance industry's telephone marketing

When it comes to the new marketing model of the insurance industry, we have to talk about telemarketing. When it comes to telemarketing, we have to talk about the call center industry first. Call center industry is now in China is wind water, is China's efforts to develop service outsourcing is an important part of the Chinese government and local governments at all levels to support the rise of one of the emerging industries.

There are about 8 million call center practitioners in the United States, equivalent to about 3% of the 300 million U.S. population working in the call center industry. If the same proportion is to be converted, China's 1.3 billion population will have 40 million in the call center industry. This number is not very small, through this number we can see that, with the economic development, call center must because it as an efficient channel tool and bear more applications, so call center industry development in China will also be a rapid development trend. Call center is mainly divided into incoming and outgoing two categories, exhaled (including part of the incoming) the most important use is telemarketing. In the United States, telemarketing products are all-encompassing, from franchise franchises to phone cards, from the bible to Viagra, from insurance products to college diplomas, all in call centres. So we can infer that in China through the call center to carry out insurance products in the telephone marketing is also a trend. From the phone marketing business model, it has some other channels incomparable advantages. The sale of insurance products to consumers by way of telemarketing is not only advantageous in price but also efficient and fast. The whole sales process of standardization, and the agent marketing channels, its sales behavior is also easy to record real-time monitoring, after the monitoring control to carry out more effective control.

In fact, 2002 AIA began to try the telephone marketing in China, 2003 investment letter Connaught, China and the United States metropolis have also been involved in the field of telephone marketing, this stage marks the formal phone marketing into the Chinese insurance market. Behind with Ping An insurance, earth insurance, balance insurance and other companies to obtain insurance phone marketing license, the Chinese insurance industry's telephone marketing business really started sailing. Ping An insurance recently planned nearly 2000 call center agents for telephone marketing, the Earth insurance currently has nearly 300 agents in the telephone marketing work, they made a trial, found that a good cake, more open hands and feet to do. Telemarketing revenues now account for a small percentage of the total operating income of most insurance companies in the country, but that proportion is growing in leaps and bounds, and we are all actively preparing for the last two months of the two high standard telemarketing seminar in the industry. and was invited to the 3 insurance company's electric sales center for their management to do related sharing, so we can see that the Chinese insurance industry on the phone marketing of this new channel model of the Chase is not hot! Telemarketing channels will be the core marketing channels for most insurance companies in the future, Is the most insurance companies rely on the necessary magic weapon to win.

The marketing model of agency system has experienced a period of "localization" in China market, so many people may think that telemarketing and network sales also need a long-term process accepted by domestic consumers. The process of acceptance is certainly needed, but the brevity of the process is surprising. In fact, in China, through telemarketing, online shopping, through television shopping and other ways to buy their own needs of products and services of the consumer group has a great foundation, which has spawned such as PPG, DELL, Taobao, Dangdang, excellence nets, seven-star shopping, Acorn International, Ctrip, E-dragon, such as home, spring and autumn aviation, Investment letter Connaught, 51Callcenter and other enterprises in China's success. If there is no telemarketing, without the support of the call center, if there is no internet marketing, then it is difficult to imagine these enterprises can have the current achievements. Now we have to consider is not to educate consumers to accept this model, we have to do is to consider how to improve the telephone marketing based on the new marketing model, is to consider how to accurately and effectively promote our telephone marketing value chain.

Let's take a look at the key elements of telemarketing by following the core 5PD feature map of the phone marketing:

The core 5PD factor diagram of telephone marketing

The ultimate goal of telemarketing 5PD core elements is performance. Performance, is to do things to have a clear marketing results. Rather than cooking, oil a little, msg a little, but it is difficult to confirm that it is salty or light. We have the corresponding indicators, is the success of quantification. For an insurance company's electric sales center, you can calculate how many people you need to accomplish this goal by how much your annual premium income target is. The premise of how many people are measured is to analyze how much a person can accomplish. Of course, how much is done is related to the quality of your data. If it is a bunch of invalid data, then many people can not be successful, and then how to process design is useless. Our performance as the core, is the ultimate goal to arrange the elements of the 5PD.

We do the cornerstone of telemarketing, is product design and data. Dell's computers are mainly done through telemarketing. The same computer brand has seven hi. Who sells well by phone? Everyone would think that Dell is selling better. The product has several elements, one of which is the brand. Dell is a famous brand in the computer industry, and then it is the telephone marketing brand. Second, the price of products, products through this channel to buy, how much cheaper. Cheaper than traditional channels. This is a phone marketing advantage. Third, the product needs to be suitable for telephone marketing. If we sell a thing that really needs personal experience, it's hard to do it through telemarketing. More easily standardized products are more suitable for telephone marketing. For example, through telemarketing to sell insurance products, we should be in the insurance product design for telemarketing channels such as the corresponding consideration and design. We sell any services and products that are marketed to potential consumers, and in fact the initial manifestation of our potential consumers in the electric sales model is data. How do we ensure that the data matches the product? Although your data is accurate, you can contact me. But if we're going to sell young things, it's not appropriate to look for an older group to promote it. The so-called "Quasi", is to your product and the data you target represents the needs of the potential customers are matched, that is, the product itself and the end user needs are matching! This requires that your data is analyzed and the product is required by the customer. So our success rate will be very high.

The data is booming at home and there are many channels. How do we get data and how do we get fresh data? The first thing we know about data is to define good data. What we want is targeted data, analysis of data, products, customer base analysis of data. Clearly defined later, find out what data is appropriate, or which agencies are suitable for us to cooperate, so that we will have less effort.

Insurance phone marketing can be called out of the telephone marketing can also be inbound phone marketing. The world's famous telephone marketing companies, in fact, most of them through the call-type telephone marketing to achieve business growth. Unlike us now, call out directly to ask the customer need not to buy insurance. The way to go directly I think in a period of time is quite good, of course, the premise is that your data relative precision. But we have to note that the future of telemarketing trends must be a combination of telephone marketing, rather than simply exhaled. Like Dale, Shanghai Metro, the reader magazine has a lot of Dell ads, and it has a lot of direct e-mail each month, so that its call center receives a lot of incoming calls, and the main job of Dell's telemarketing staff is to think about how to get these potential inbound customers to really hold Tell potential customers where their own product selling points are, and match your product characteristics to the needs of your customers in a short time, so your chances of success will be high. In the answer to the customer's phone, we must know how to listen, as soon as possible to understand the real needs of customers, and then the right remedy.

The application of technology and platform is an important cornerstone of telemarketing, I think it is easy to understand. The key is to share with you, in the area of telemarketing, because of business applications, not technology to drive business. That means we should buy a Volkswagen or a BMW based on our business needs. Instead of someone's lethal recommendation to give you a BMW, and you were just driving a regular taxi, you now have a tiger to think how to take advantage of this BMW.

Process is the most important part of the whole 5PD, we should pay special attention to the process of universal process, the universality of the process is often the most in-depth, the most extensive place. When we study the process, the overall design of telemarketing, data processing, background processing center, telephone center, logistics management, financial services and other aspects of the process of convergence, time card, etc. are important, we must advance to the overall idea. Only these key factors are considered, the new mode of marketing is relatively easy to succeed.

In the insurance industry, this kind of non face-to-face telephone marketing model development will be very promising, but it will also face a great test. Misuse of data, telephone abuse, do not analyze and choose to contact customers, harassing customers is undoubtedly the telephone marketing method in the insurance industry full use of poisonous weeds, so what we need to do now is to set up the data to use regulatory measures, the establishment of personal privacy protection regulations, only in full protection of consumer rights under the premise, The development of telephone marketing way will be more benign and healthy development, and better promote the development of insurance industry.