Key Success Factors of Telemarketing Insurance in the Internet Era

• Main Authors: Shu-ping Wang, 王舒屏
• Other Authors: 應國卿
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/c735er

碩士 === 國立臺北科技大學 === 工業工程與管理系EMBA班 === 105 === With the development of Internet technology, the transparency of information and the improvement of the concept of personal data privacy, the government has promulgated many ordinances in the telemarketing channel of insurance in financial holding industry. In particular, since the newly amended Personal Data Protection Law was implemented on October 1, 2012, a lot of behavioral norms were added. Then on June 4, 2014, the implementation of the Amendment to Article 43 of Financial Holding Act, resulting in the situation that the original financial holding industry loses its telemarketing advantage of data exchange on a rich database. In addition, the appearance of “WhosCall” app, which can automatically identify unfamiliar phone calls, reduces the connection rate of telemarketing. These ensuing changes brought severe challenges to the telemarketing insurance of financial holdings. As for the annual growth of Taobao in geometric curves, crowds of people continuously fueled by the digital technology poured into the Internet world with a large inflow of money, so the companys transition of telemarketing insurance in the Internet era is inevitable. From the literature review we can find that, the “telemarketing model” and the “Internet marketing model” can make up for each others deficiencies, and the supplement will lead to multiplication effect. This paper uses the expert questionnaire method and the hierarchical analysis method to analyze the key success factors of telemarketing insurance in the Internet era. Through the literature discussion, the expert questionnaire and interview, the author summarizes six major facets: “positive strategy of financial holdings”, “reposition of the company”, “tightness of customer relations”, “creativity of high-quality list”, “product development particularity” and “professional skills upgrade”, and 25 factors, with “positive strategy of financial holding” (38.45%) being the most critical one. Therefore, the financial holding of a company should be active to help the company out of its difficulties, turning the core capabilities of telemarketing developed for years into the driving force that continues to create high performance in the Internet era. The next comes the “tightness of customer relationship” (20.64%). After the consumer market became network-based, the phenomenon of information asymmetry has been eliminated. Therefore, the enhancement of the positive image of the financial holding brand can not be ignore, so as to obtain an endless stream of customers and create a high-quality list for telemarketing.