Recently, some netizens reported that their auto insurance is still a month away from expiring, and they have frequently received various auto insurance sales calls, which are very disturbing.This situation has sparked extensive discussion, and many people said that "the bitter electricity has been sold for a long time".
As an important channel for insurance sales, telephone sales break the physical separation between insurance companies and potential users, which can effectively improve the arrival rate of products and build brand awareness to a certain extent.From an objective point of view, telemarketing has played an active role in promoting products and establishing customer connections.However, due to improper operation in the process of telemarketing, many consumers equate telemarketing with harassing calls, and the reputation of the company is also affected.
To a certain extent, telemarketing is indeed an effective sales channel.In the past period of time, many insurance types have achieved good results through telemarketing.Although the results are backed by the extensive operation of "flooding the water" and "casting a wide net", countless consumers have complained about this, but the real income has made some insurance companies to be concerned about this kind of electricity that "has no dates and no dates". The sales behavior maintains a tacit attitude, and in the face of performance pressure, specific executives also tend to make large-scale and frequent calls.
The side effects of the "disturbing" telemarketing behavior are equally obvious.Irregular telemarketing behaviors have affected the image of companies and even the entire industry, and reduced the favorability of consumers.In addition to these external influences, telemarketing has also experienced a lot of tests within insurance companies.Insurance companies once invested a lot of human, financial and other resources in telemarketing, but with the rise of online channels, telemarketing has lost its role in attracting customers. Exit.Under the "internal and external troubles", the transformation of telemarketing is imminent.
Faced with the rise of online sales scenarios, insurance companies should change their customer acquisition ideas.Compared with telemarketing, consumers are more autonomous and targeted in obtaining the insurance products they need through the Internet.Telemarketing should also follow the trend of technology, change the previous mode of phone bombing and the number of ways to fight the world with a set of words, and adopt a more accurate and humanized delivery method to improve the user experience and improve the efficiency of customer acquisition.
The training and specification of telemarketing personnel should also be kept up in time.The telemarketing agency should face the "sickness", strictly restrict the salesperson's telemarketing behavior, provide more sincere services to customers, cause less unnecessary disturbance to customers, and truly win the market with professional services.
The regulatory authorities are essential to the code of conduct for telemarketing agencies.Previously, the Ministry of Industry and Information Technology announced the "Administrative Regulations on Communication Short Message and Voice Call Services (Draft for Comment)", and this year the China Banking and Insurance Regulatory Commission issued the "Administrative Measures for Personal Insurance Sales (Draft for Comment)".In the face of repeated sales chaos in the insurance telemarketing industry, regulatory authorities should formulate and update relevant norms in a timely manner, punish bad sales practices, and form effective constraints on insurance telemarketing.
Xin Ziqiang
【Editor: Peng Jingru】
