Research On The Application Of Intelligent Voice Technology In Insurance Precision Marketing

In 2021,the premium income,insurance depth and density of the Chinese insurance industry will all decrease,and the insurance depth and density will be lower than the world average level,and the insurance market will still not reach saturation.Meanwhile,macro-economic development,consumers’ increased insurance awareness and scientific and technological progress will make the insurance market more differentiated and specialized.Consumers have increased awareness of information collection,online interaction and independent consumption,and insurance marketing methods need to be promoted in a more accurate direction.In recent years,the insurance industry is actively transforming its digital marketing under the dual promotion of national policies and macro market environment,but there are still some problems,such as limited marketing model and platform,lack of agility and action in marketing,inadequate response to customer problems.In this context,intelligent voice technology,as one of the important branches of AI,has attracted attention because of its strong interactive attributes and natural compatibility and integration with the insurance industry.It has become the focus of attention in the field of theory and practice,and has achieved remarkable results in the practice of precision marketing of insurance.Although intelligent voice technology is an emerging technology gradually mature and developed in recent years,the embryonic form of intelligent voice technology can be found when the insurance industry introduced the automated system of telephone customer service in the early days.With the rapid development of artificial intelligence in recent years,speech recognition and speech synthesis are no longer used as a single technology,but as an overall development application of intelligent voice interaction.Intelligent voice can improve customer service through voice interaction,tap customers’ insurance needs,empower marketers,reduce sales compliance risks,and provide effective technical support for precision insurance marketing.The rapid development of artificial intelligence makes the marketing theory evolve from the original theory under the background of product orientation to the customer-oriented theory.Professor Don E.Schultz’s PAR theory is the customer-centered marketing theory born under the background of artificial intelligence,which is composed of three parts: model and platform,agility and action,relevance and response.Consumers will be in a dominant position,and marketing should carry out in-depth data interpretation from a consumer-centered platform.This theory recognizes the support provided by technology and the contribution made by technology from the perspective of technology,which coincides with the enabling effect of intelligent voice technology on insurance marketing,and can better explain the realistic path of intelligent voice technology to play a role.Firstly,this paper selects the intelligent sales assistant,a typical intelligent voice product launched by Beijing Circulation Intelligent Technology Co.,LTD.,and introduces how it helps insurance companies achieve intelligent sales management improvement,real-time empowerment of front-line personnel and more comprehensive customer insight based on speech recognition,natural language processing,speech synthesis and other technologies.This paper introduces the research topic of intelligent voice technology participating in precision marketing of insurance.Secondly,based on PAR theory,it analyzes the existing problems in Chinese insurance marketing from three aspects: mode and platform,agility and action,relevance and response,and points out the necessity and feasibility of using intelligent voice technology to solve these difficulties.Intelligent voice technology can help build digital communication platforms for insurance companies,improve dynamic user profiles,help increase agent productivity,and reduce sales compliance risks.It is because of the wide range of voice interaction in insurance industry,the high suitability of intelligent voice to insurance industry,the good application effect of intelligent customer service,and the continuous dividend of intelligent voice market,that the application of intelligent voice technology in precision marketing of insurance provides the feasibility.Then,the paper analyzes the cost reduction and efficiency enhancement effects of intelligent voice technology in pre-sale,in-sale and after-sale aspects of insurance precision marketing,and lists the existing application problems in each aspect.At the same time,based on PAR theory,it compares the enabling effects of intelligent voice technology and other technical solutions of insurance technology in insurance precision marketing.The advantages of intelligent speech technology are summarized.In view of the early and mature use of intelligent voice technology in the foreign insurance industry,the advanced product cases of foreign countries are selected,the highlights of such speech products are mined,and the gaps of these products are compared to guide the development of the application of intelligent voice technology in our insurance industry.Finally,targeted countermeasures and suggestions are put forward from three aspects: insurance companies,insurance technology companies and insurance regulatory agencies.It is suggested that insurance companies increase capital investment in science and technology construction,attach importance to technology empowerment of marketing personnel,and suggest that technology companies develop targeted voice solutions on the basis of conforming to the characteristics of the insurance industry.It is suggested that insurance regulators should improve their regulatory policies for emerging technologies and use scientific and technological means to improve regulatory efficiency.The suggestion is helpful to supplement and improve the existing theories and methods,so that the intelligent voice technology can be better applied to the precision marketing of insurance.