A Research On Telemarketing Operation Improvement Of CIGNA&CMB

With the wide application of Internet and mobile applications in people's lives,the changes in the consumption and purchase habits of insurance customers,as well as the stringent control of the Ministry of Industry and Telecommunications on telephone and the increasingly stringent supervision of the CIRC,the traditional operation mode of insurance telemarketing has been greatly challenged now.In the current competitive environment of the industry,to enhance performance and enhance customer loyalty,it is of great significance for the operation of insurance companies to improve their business process of telephone marketing.Based on the author's working experience and participating projects in CIGNA&CMB,this paper analyses the current operation of the company's telephone marketing process,and try to makes a profound analysis of the problems and causes.At the same time,after analyzing the domestic environment and the development of the industry,combining with the company's own business characteristics and limitations,this paper will use business process improvement and operational strategy to improve the process of telesales marketing.The optimization scheme of business process includes:the new marketing mode of changing customer marketing to customer service is determined,and the service process is re-built which runs through pre-sale,mid-sale and after-sale.The communication channels such as WeChat and mobile app are connected,and new customer service based on information technology are provided as well.Project management theory is used to guide the implementation and plan in the process of implementation,and the operation effect of process optimization is analyzed qualitatively and quantitatively.The optimized business process greatly improves customer service satisfaction,reduces part of the human cost,and also has good performance in campaign management.Some suggestions and plans for continuous optimization are also put forward to improve the shortcomings in the operation process.After the implementation of the proposal,the expected goal has been achieved.The traditional tele-marketing operation mode of life insurance has not accorded anymore.Such proposal has positive reference significance for improving the tele-marketing business process of insurance enterprises.