Construction And Application Of Bancassurance Customer Manager Training System Of A Life Insurance Company Based On Competency Model

In recent years,China’s large commercial bank groups have actively promoted the establishment of life insurance subsidiaries.And the bank-owned life insurance companies have become a new force that can not be ignored in life insurance industry.A life insurance company was established in 1998 and became a holding subsidiary of a super large bank group through equity change.Its business scope includes life insurance,health insurance,accident insurance and other personal insurance businesses.Its sales channels are all over individual insurance,bank insurance,group insurance and online sales channels.By the end of 2021,A life insurance company had opened 24 branches in China,and its premium income was among the top three among bank-owned companies.Both business scale and business scope are representative significantly in the industry.However,in the first half of 2022,the net profit of A life insurance company fell by 96% year-on-year,the surrender rate ranked first among bank-owned life insurance companies,and two branches were punished by regulators.The above situation reflects that the operation and management level of A life insurance company has not kept up with the pace of premium growth.A life insurance company lacks senior management cadres and marketing teams in the insurance industry,which leads to the above situation.Competency model has been widely used in various fields of human resource management,such as employee recruitment,employee training,performance appraisal,salary management,talent evaluation,employee development,etc.Practice has found that the main reason for the poor training effect is that the training content does not match the ability foundation of the trainees and does not match the work needs.Competency based training organizations can promote more accurate analysis of training needs and minimize the risk of training content matching.This thesis takes A life insurance company as an example.First of all,using the method of literature research and job analysis,the organizational goals of A life insurance company and the working responsibilities of the bank insurance customer manager are deeply analyzed.Two expert groups consisting of 9 bank insurance customer managers and 5 senior bank insurance business managers were invited by the Defer method.After two rounds of questionnaires and discussions,the two expert groups constructed the competency model of the bank insurance customer manager of A life insurance company from the three dimensions of knowledge,ability and professionalism,and made detailed supplements on the subject content of the knowledge module.Secondly,on the basis of the established competency model of bank insurance customer managers,a set of training system for bank insurance customer managers was constructed.This training system for bank insurance customer managers includes training planning,training needs analysis,training plans,training implementation and training evaluation.Finally,the author applies the training system constructed in this thesis to training practice.There were 50 trainees in this training,of which 50 received the response-level evaluation and 25 received the effect-level evaluation.In the response-layer,the overall training satisfaction reached 97.87%,and the performance achievement rate and customer service satisfaction in the effect-layer both reached the highest level in history.The above evaluation results further verify the validity of the research results of this thesis.The research results of this thesis are not limited to the application of A life insurance company,and have application value for other similar companies.It is of far-reaching significance for the comprehensive operation transformation of large commercial bank groups and the healthy development of the life insurance industry to do a good job in the talent training of banking life insurance companies.