Analysis of Zhongan Insurance Marketing Model

1. Marketing model:

Mode: Obtain customer data from external channels, use one-on-one telemarketing to target customers over the phone, and use ground marketing personnel to come to the door to facilitate segmented marketing Precision marketing mix model.

Main implementation methods: telemarketing personnel to dig out sales leads + ground marketing personnel to come to promote sales

Use professional telemarketing personnel to conduct one-on-one proactive marketing to customers to explore potential customer needs, After locking in the sales leads and obtaining the consent of the customer to visit, the ground sales staff will come to complete the policy sales.

2. Telemarketing support platform:

1. Platform:

Prepare your own "DM Interactive King" direct marketing system, computer, and telephone.

2. Functions that the platform needs to have:

The platform needs to have functions such as recording, statistical analysis, automatic dialing, recording monitoring, and recording copying.

3. Telemarketing personnel:

Recruit marketing personnel with telemarketing experience. You can directly borrow telecom call center or other telemarketing center personnel. 3. Data acquisition

4. Data preparation and requirements:

1. Prepare 10,000 pieces of data every month;

2. Determine based on the actual situation .

5. Use of data fields:

1. A dedicated person is responsible for customer data management and releases data to telemarketers on a daily basis;

2. Telemarketers accept The data is the contact number of a single customer.

3. Dedicated personnel to receive and manage telemarketing success data.

6. Outbound call strategy:

1. Product strategy:

For Ping An of China’s Taiping Kangyi Jinsheng Type B Lifetime Health Protection Plan, we can get straight to the point. marketing products.

2. It can also be carried out in the name of service projects.

7. Marketing script:

1. Telemarketing script.

2. The agent’s second interview script and door-to-door speech skills.

8. Regional cooperation of ground marketing facilitators:

In the early stage, telemarketing was mainly carried out in the main urban area of ??Nanning and nearby surrounding districts and counties. Ground marketing personnel were required to be in the shortest time and nearest distance to visit customers, therefore, Nanning is divided into marketing service groups by administrative area (neighboring area) or direction (south, southeast, northwest). That is, fixed marketing service personnel are assigned to each area, and a team leader is set up in each area. The team leader uniformly deploys mobile marketing personnel in the area to come to promote the marketing clues provided by telemarketers. In principle, people from each region are not allowed to conduct cross-regional marketing.

9. Assessment of marketing personnel:

1. Telemarketing personnel:

Develop scientific performance appraisal methods and clarify the daily completion base and excess rewards.

Model: basic salary + task award + excess award

2. Ground marketing staff:

Set by the insurance company itself, but the achievement of target marketing leads should be assessed .

10. Marketing preparation:

1. Data preparation time:

Six days before the official implementation of telemarketing, prepare data based on the per capita daily data demand Prepare.

2. Marketing script preparation:

Complete the planning and preliminary finalization of the marketing script 2 days before recruitment.

3. Personnel preparation:

Complete personnel preparation 10 days before the implementation of the marketing activity.

4. Training:

Telephone marketers and ground marketers need to complete marketing training 3 days before the implementation of marketing activities. The training period is 7 days. Only after passing the computer test can they be officially On duty. The exam is divided into one-to-one or one-to-many and scenario simulation exams.

5. Determination of group classification and regional leaders:

Complete group classification and designation of regional leaders 3 days before the official implementation of telemarketing.

6. Designation of customer data recipients:

Before the formal implementation of telemarketing, designate the recipients of fixed successful marketing data. The acceptance method is email, and the acceptance content is customer information and recording.

7. Determine the success standards and quality inspection standards:

Determine the marketing success standards and quality inspection standards 3 days before the official implementation of telemarketing.

8. Determination of quality inspection personnel of the Bank of Communications:

The Bank of Communications will prepare its own quality inspection personnel to confirm the marketing process and successful parts, and determine them 3 days before the start of the event.

9. Determine the daily workload and assessment requirements of telemarketing personnel.

Work flow

1. Working hours:

1. Every Monday to Friday: 10:00 am - 6:00 pm;

2. Daily working hours:

Telemarketing hours for telemarketers from 10 a.m. to 12 p.m.

Telemarketing time from 13:30pm to 18:00pm.

2. Distribution of outbound call data:

1. Allocate next-day data to telemarketers before 20:00 every day, with an average data volume of 30 pieces per day.

2. The basic daily success volume is 20 items/person/day

3. Data handover:

1. Submit the success data before 20:00 every day Submit it to the person in charge and provide daily data analysis and reports.

2. The data recipient must complete the distribution of successful data before 9:30 the next day. Special requirements will be handled flexibly according to the actual situation.

IV. Customer return visits:

Every Friday from 13:30 to 18:00, a telemarketing staff will conduct telephone return visits to confirm and supervise the customers visited by the agent. Service quality and feedback the results to the person in charge before 18:00 on Saturday.

Extended reading: How to buy insurance, which one is better, and step-by-step instructions to avoid these "pitfalls" of insurance