Improvement Research Of Telemarketing In ZX Life Insurance Company

For a long time, the marketing form of life insurance products is given priority to agent marketing. But with the rapid development of the global information technology and network acceleration, electronic communications industry is also changing the way people consume. Life insurance telemarketing is gradually becoming an important marketing channel in China’s Life Insurance Industry. However, because of a short period in development, the market environment and business experience are not perfect; the development of the channel is constrained. ZX Life Insurance Company, as the research object, is an earlier company working on telephone marketing in mainland. This thesis will provide some reference to the telephone marketing channel through the analysis and improvement of ZX Life Insurance Company telephone marketing channel. Through the analysis of the operating situation of ZX Life Insurance Company telephone marketing channel, including the annual report, field investigation, staff interviews and experience sharing, the problems focus on three aspects: the development and use of data, the effective management of the telephone marketing team leader, and effective training for new employees. Because of the three problems, ZX Life Insurance Company telephone marketing channel has failed to meet expectations. Because of a short period in development, the experience can be used is very poor, In the process of writing this thesis, I read a large number of references and participate in the exchange, and also held discussion with the practitioners. And I make the improvement plan of these problems through studying the case and reference analysis. Of course, because of the objective conditions, this thesis still remains at the theoretical level; it will be improved in the course of practical application in the future.The main research results of this thesis are as follows. First, summarize a set of executable and standard operation procedure in development and use of data in telemarketing channel of life insurance. Second, provide effective management of team leader. Third, come up with a really creative solution to the problem of training for new employees. Now, parts of the results have been reached a consensus with the leaders in my company, and the leaders have planned to make a try in the next step in the company. By analyzing and summarizing the successful experiences, I believe it will bring great value for the telemarketing channel in life insurance.