From the "armies together and" to "open elite"
"Insurance salesmen regulations" will be held into effect on July 1, access to its insurance marketing personnel, and market practitioners act out of ideological comprehensive and specific requirements.With the enactment of this system, insurance companies, the management of marketing staff will also be facing a transition.
Management of
Poor management of the environment first, from the industry background, present, China's insurance industry is in a stage of rapid development, high-speed and efficient market share is becoming more competitive, major insurance companies began to "by members of" main "hoststogether and "talent strategy in a bid to expand in the shortest possible time marketing team, rapidly expanding business, insurance, marketing to achieve an emergency landing.
Secondly, the marketing staff reserves the labor market there is enough talent, quality uneven and wastage serious phenomenon.High staff turnover and lack of qualified staff, making staff recruitment marketing situation facing the overstretched, resulting in high management costs and undermine the competitiveness of enterprises.
Finally, the concept of becoming more rational consumer spending, the increasing rights awareness, customer complaint rates, surrender rates increase, the insurance industry marketing, human resources management personnel and a higher requirement.
Recruitment and selection strictly in the "insurance salesmen regulations" promulgated before the insurance industry on the marketing staff access the system provides no clear, coupled with the size of certain insurance companies eager to expand on the marketing of recruitment and selection threshold is too low,on the candidates level of professionalism and ethical considerations are lacking, the marketing staff, "entrance" to leave the management of risks.
Extensive staff training mechanisms, training of the new efforts is not enough awareness of the old staff to continue their training is not strong, this is the status of training of some insurance companies.
Insurance companies, while expanding the marketing team did not build a sound training system that makes marketing staff working in the lack of specific professional skills, quality of service is not high, urgent need to enhance ethical standards.Emphasis on technical, moral light the extensive training mode allows marketers often take short-term pursuit of profit behavior, damage to the image of the insurance industry and insurance companies.
Assessment targets a single present, sales of individual insurance companies to policyholders as the only marketing staff performance evaluation measure, the number of members increased marketing and sales policies as an important criterion for assessing department.Based on this single form of remuneration based on performance appraisal is also tedious management, marketing remuneration extracted mainly from the commission, and every policy of the commission is limited to insurance business, extracting a few years ago.This evaluation system and pay system naturally induced short-term behavior of marketing personnel, in pursuit of higher sales figures, marketing staff, who often exaggerate the role of insurance, withholding relevant provisions, making false promises, against the interests of policy holders.
Institutional Transformation
Strengthen the sense of strategic human resource management from a "by members" and development of enterprises employing strategies to the "quality" development of strategic human resource management strategic transformation.
The future, differences in quality of service will eventually replace the product differentiation has become an important competitive advantage insurance company pieces.Improve the quality of service depends largely on upgrading the quality of front-line marketers.Therefore, marketers as a creator of business value rather than expendable costs, from the traditional personnel management to strategic human resource management changes in marketing personnel to improve the insurance industry the primary human resources management conditions.Only this basis, the functions of human resource management, all links to get more scientific, systematic implementation.
The establishment of a Competency Model for marketers has just introduced the "insurance salesmen regulations" clearly from a macro policy of insurance marketing personnel access system.On this basis, the insurance company should be combined with the company's business scope, geographical features, existing and potential customers of consumer trends, marketing personnel to establish a Competency Model.In recruitment and selection process, strengthen the comprehensive ability of candidates and values assessment, ensure that insurance marketers "entry" management efficiency.
Build deep, ongoing training mechanism to increase the training investment, human capital will be increasing the value of training as an important link.Training for new employees, in the traditional corporate culture, based on professional skills training, greater efforts to encourage their employees to form a good sense of professional ethics; in the form of training, focusing on combat-oriented role-playing, so marketers truly outstandingprofessional and effective communication skills with customers.
At the same time, continuing attention to quality improvement and staff professional career planning, employee expectations and organizational goals will be combined.Long-term sustainability of training and short-term combination of targeted training, "Midas touch", create a real need for the company's high-quality talent, do "export" management.
Establish a scientific and efficient system of scientific performance evaluation, efficient system of performance appraisal and compensation management incentives should be the starting point for effective, coordinated long-term incentive and restraint mechanisms to help marketers better serve the goals of the organization and services.
First, performance appraisal index system should be optimized to increase the rate of complaints, surrender rates, customer satisfaction, quality indicators reflect the continuous service evaluation, guided by the results of Dao Xiang Xiang Pinzhi change;
Second, the reform of the existing insurance marketing remuneration model, reduce the policy's first renewal commission to pay the proportion of the service cycle phases, especially the late payment of commission to determine a reasonable rate;
Finally, strengthening public oversight, the integrity of the establishment of marketing personnel files, and defraud consumers, and adversely affected the image of the marketers were severely punished.