Research On The Application Of Telemarketing In Insurance

As the heating competition in current market, it becomes urgent issues for insurance companies that how to develop new sales channels and sales methods, so as to quickly capture the market. Telemarketing, with the advantage such as its operability, high efficiency and low cost, attacks the attention of insurance companies. Up to 2008, almost all the insurance companies had established insurance telemarketing department or telemarketing center, insurance telemarketing will be the important marketing strategy of insurance, in particular for life insurance. But the proportion of insurance telemarketing is only about 1% among the total business.The article first introduces marketing theory and its development, comprehensive marketing theory and telemarketing theory, and then lists systematically from the Chinese life insurance market development, development and current status of the insurance telemarketing, and penetrates the living environment through the analysis of major competitors. Then introduces the basic situation of Foresea Life Insurance and its telemarketing system, sums up the core competitive advantage of obtaining the success in telemarketing, which includes system, sales team, training, data security and other aspects with the specific approach; simultaneously, it takes a comprehensive interpretation for its telemarketing strategy combined with database marketing theory and 4P theory.Finally, based on the analysis of the challenges and problems existing in Foresea Life Insurance with the growing competition, which are the telephone marketing list resource problems, the product problem of insurance telephone marketing, the problem of insurance policy customer loyalty and the problem of insurance telephone marketing shortage. Then the author gives personal recommendations for Foresea Life Insurance on how to solve major issues, get further development of insurance telemarketing, and maintain its position of leader in the field. It is expected that Foresea Life Insurance will continue big strides in this area and stay ahead. First is to provide development partners and channels of innovation resources to extend the telephone marketing list, the second is to pass the product/service differentiation, and product pricing strategy to realize the telephone marketing, product innovation and promotion, the third is to use the customer value management project, increase the intensity of cross-selling, and higher customer satisfaction to improve the telephone marketing, customer loyalty, the fourth is to through the establishment of a comprehensive personnel training mechanism, increase insurance electric pin talent incentive and form a distinctive corporate culture to realize the telephone marketing talent incentive and retain.