保险电销发展研究——以陌拜为主要分析视角.pdfVIP

Vol. 29 No.2 保险职业学院学报{双月刊) 第 29 卷第2 期 2015 年4 月 JOURNAL OF INSURANCE PROFESSIONAL COLLEGE( Bimonthly) Apr. 2015 保险电销发展研究 一一以陌拜为主要分析视角 王锦霞 (保险职业学院，湖南长沙 410114 ) [摘 要] 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妾因素。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。 [关键词] 保险电销;陌拜;业绩;队伍建设 [文章编号] 1673 -13ω(2015)02-∞15 -06 [中图分类号]F840.69 [文献标识码]A [ AbstractJ 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. 咀lis paper analyzes the business pattems 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 ，出e 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. 咀le paper also puts for- ward some suggestions to improve the performance of insurance outbound telemarketing from the following as- pects , i. e. resource and data supply , team building , field m缸mgement and the local after - sale service. [Key wordsJ Insurance telemarketing; Outbound calling; Performance; Team building 保险电话营销(简称电销)是在传统电话服务