Empirical Study Of Premium Enhancement In Insurance Tele-Selling Industry Based On Customer Segmentation

The rapid development of the high-tech,such as mobile phones, networks and others, is gradually changing people’s daily lives. The high-tech has become an indispensable communication tool in people’s lives, so the use of which to sell is the merchant’s inevitable choice. Telesales has become a trend, which has penetrated into all walks of life, particularly receiving a very warm welcome in the insurance industry. Its advantages are controllable marketing actions to eliminate misleading sales, corporatization of client assets to enhance the competitiveness of enterprises, low cost and high working efficiency to benefit consumers. As a new sales model, Telesales has a broad market space, and a great prospect for development of the industry.The theory of customer segmentation is born after World War Ⅱ. After several years’ development, this theory are being modified gradually and widely applied into marketing practices. Currently the study of international and domestic customer segmentation is mainly divided into two categories:one is respecting the segmentation variables of Demographic Statistics, and the other is on the improvement of segmentation angle, thus researching from a single point of view (customer or company) to multiple perspectives (both customer and company).This essay studies the application of customer segmentation theory in premium enhancement in insurance Tele-marketing practice, with the purpose of transformation from extensive management to fine management, and sustainable development. The essay firstly introduces the customer segmentation theory, with researches and practical methods. Secondly, it describes the present situation, existing problems and possible solutions of Tele-selling business of "A" insurance company. Next, it combines the customer segmentation theory and "A" company’s Tele-selling business, to find a suitable segmentation and apply it. Then, it compares the premium per100-customer before and after segmentation, and concludes the affect of segmentation in insurance Tele-selling business. Finally, it will talk about the bright future of customer segment management in insurance Tele-selling industry, with wishes of further studies by younger fellows.This paper’s innovation is to study customer segmentation theory from the points of both company and customer, and apply the theory into the insurance telemarketing practice, which the public are not familiar with. The effect of the research on customers subdivision to increase telesales premiums, based on a bulk sample, make telemarketing industry transform from extensive management to fine management.