Core tip: insurance to telephone marketing, Internet marketing as a means of direct sales model is approximately from 2000 after the rise in our country, with the increasing of the private cars, and the diversified development of changing consumer habits, more and more car owners prefer to dial the phone or the Internet to choose insurance products...... Chinese insurance market by 2020 will account for about 10% of the direct sales model.

Chinese -- Interview with PICC

The commerce department / general manager of electronic commerce center Jiang Xinwei

□ reporter Yi Xike

A phone call, the click of a mouse can be conveniently insurance, and the insurance premium still can enjoy more concessions in the traditional channel normal discount basis. The direct model this buying insurance through the telephone network and, in our country is increasingly becoming a financial fashion. Based on the study of Roland Begg international management consulting company, financial and insurance system more developed countries, direct proportion of insurance is higher. Now in the Anglo American and Asian Korea market, in the insurance business in the share of direct sales have accounted for more than 30%, but our country to now accounts for only about 2%.

As the largest non life insurance company, e-commerce platform Chinese insurance insurance (e-PICC) began operation in 2002. In February 26, 2009, PICC e-commerce center official operation, it has set up a network, telephone, mobile phone platform covers a variety of channels of the electronic business system, products include telephone car insurance and a plurality of network insurance.

"IBM Institute for business value in 2007 had forecast in 2020 to China insurance marketing share will account for 10%, we believe that this trend will greatly advance." Just from the perspective of the European market return Chinese PICC e-commerce Department / general manager Jiang Xinwei electronic commerce center, located in the Beijing China World Trade Center near PICC electronic business center office building to the "business weekly" look forward to.

"Business week": insurance to telephone marketing, Internet marketing as a means of direct sales model is approximately from 2000 after the rise in our country, at present development present situation how?

Jiang Xinwei: the process of the market in the past 13 years China insurance, the insurance company through a large number of development agent model, with annual 20% speed growth. But needless to say, the model also produced the disadvantages of high cost, lack of sales and customer information. These problems also exist in other countries, therefore a telephone marketing mode directly communicate with the client's first appeared in Britain in 1985, and later with the telephone, fax, Internet and other means of communication, the continuous progress and popularization, more and more insurance companies have begun to try new ways of marketing the telephone and Internet sales.

We studied the change of foreign insurance market, now the direct model in Europe and the United States has accounted for a large share, such as direct marketing share of British car insurance market has been 32%, America is 25%, South Korea is more high, has reached 37%. From about the new century (19.79, -1.08, -5.17%), China's insurance companies began to expand telephone and network marketing gradually, by the end of last year, telephone and Internet marketing in China's insurance market that accounts for only about 2%, far behind the developed countries in the level of development of the insurance industry.

"Business week": the agent model the direct model compared with what advantage? PICC Property in the sales and service process, realize the online and offline link a benign interaction effectively?

Jiang Xinwei: for insurance companies,The biggest advantage lies in the direct sales model to reduce intermediate links, to play the new channel advantages, greatly reduce the cost, make the business get rapid growth. To customers, the benefits of direct selling more. On one hand, by telephone and network can greatly save time, but also more convenient and quick, and save money.For example, in the property insurance business accounts for more than the maximum reached 70% of the auto insurance market, with the increasing of the private cars, and the diversified development of changing consumer habits, more and more car owners prefer to call our phone or the Internet to choose the car insurance products, after all, to obtain a high price is every smart car insurance products the choice of.

But the phone and network insurance than the traditional channels, only difference lies in the sales, service and traditional insurance claims and there is no essential difference between the late. Complete the telephone car insurance mode is a combination of online and offline, i.e. by telephone sales this remote transaction mode complete consulting, quotation, confirmation of sales policy front, rear end, a single payment, service and claims based on the major insurance companies in the country to reach the. So we do a good job in the emerging business model the promotion at the same time, the most can not relax is the pursuit of quality of service. Electronic commerce center People's insurance insurance while in Beijing, but the use of PICC provides the nearest customer service telephone and online insurance customers to insure in the 4529 services, truly "a phone, insurance services to the home". Last year we specifically for e-commerce channel customers launched "car insurance Butler" gold service, formed the standardization process includes free single door, fast claims and claims for telephone consultation, return 4 basic services and car accident hosting, free towing 10 value-added services. And with a single completion rate, average a single time, a single rate of return, a single service satisfaction, claims service satisfaction, complaint rate as the main indicators to establish service evaluation system, from the other side to promote the all-round improve employee service consciousness and quality of service. In 2009, PICC e-commerce center customer satisfaction reached more than 99%.

"Business week": in the new insurance companies to enter this field and the sales price convergence, PICC Property how to form the difference and peer competition advantage?

Jiang Xinwei: PICC is the biggest advantage of brand effect of accumulated for a long time, and compared with other peers in the more extensive service network. As the largest non life insurance company, we have the service brand, products, technology, powerful advantage. Our e-commerce business began in 2002, after 7 years of hard work has made brilliant achievements, has won the 2007 China industry electronic commerce Successful Marketing Award, 2008 annual Chinese insurance e-commerce benchmark enterprise, e-commerce industry's first "AAA" level of credit insurance business, China excellent electronic payments business, China electronic commerce application benchmarking enterprises 100 strong and other honors, has won extensive trust industry and consumers.

Last year since the PICC e-commerce center official operation, business development more rapidly, this source since we have a professional sales team and the quality of the gold medal service. Good training of sales staff members received our system, which can provide unified professional, standardized, sales services to customers, sales productivity per capita indicators in the industry - leading level. A year has about 300000 customers through telephone and electronic commerce website to purchase automobile insurance products.

At the same time as the leader of the domestic insurance market, we are actively promoting the transformation of sales model, in order to make the standard auto sales service to our customers, we use a unified telephone number for customers throughout the country provide telephone insurance services and conducted online insurance services. In addition to constantly improve the channel construction and product development, we are still in service a lot of work, the new online customer service, policy verification, claim query and other service functions, and launched the first mobile phone WAP website, to fill gaps in the industry.

"Business week": time ago appears copycat telephone car insurance sales, brought a lot of problems to the large number of insured clients. Do you think that to ensure the rapid and healthy development of the insurance marketing mode, need to pay attention to what the problem?

Jiang Xinwei: Yes, the copycat telephone car insurance does exist. The telephone marketing insurance insurance rates lower than other channel 10% - 15%, widely welcomed by consumers, so some no telephone marketing insurance qualification of small conduit company and agents, as long as I see who insurance expire frequently call the owner, to complain that many customers and distrust.

We remind consumers can from the following points: first is to pay attention to distinguish good screening special insurance number. At present, the electronic commerce insurance industry has three ways: telephone, website, the mobile phone website, CIRC provisions electric pin products must have special service number, and the mainstream media in the sale of electricity sales area announced long-term use. Consumers can remember Chinese PICC telephone marketing for incoming calls and outgoing display numbers, according to its identification. Second, to the network insurance customers, our company's e-PICC web site to provide insurance products can't be false. The third is to pay attention to the authenticity of identification policy. Chinese PICC telephone car insurance is unified, private insurance, the insured has marked "telephone marketing special" words, consumers get the policy can check whether the words. Can also be provided through the e-PICC web site to view the policy insurance verification services for existence. We also provide 100% return service, tracking back service on each copy sold insurance policy, to ensure that each customer's interests are protected.

But this copycat telephone car insurance also not Chengda climate, last year the national various provinces and cities have set off the auto insurance industry self-discipline tide, the regional market insurance company according to the insurance clause and premium rate, the procedures, the payment standard made cap regulations strictly. China CIRC in the past few years have issued guidance on the telephone marketing product development and management. It is understood, China CIRC will in the first half of this year launched a new specification file. The law perfection will promote the rapid and healthy development of this mode.

"Business week": for this year and the future development, PICC e-commerce department how planning? How do you like the telephone and the Internet direct marketing prospect?

Jiang Xinwei: since the PICC e-commerce center since the 2 at the end of the formal operation, more than about 300000 customers to buy Automobile Insurance and other products by phone and website. We estimate this year customer base will reach 1000000, reach 10000000 within 5 years. We have now established a network of telephone, mobile phone platform, covering a variety of channels of the electronic business system, products include telephone car insurance and multiple network insurance, but also specifically for the e-commerce channels provide "insurance Butler" gold service, this year we will continue to launch some special service and promotion measures.

There is no doubt, in the road car insurance market growth of the future, we will witness a sales system revolution, it is the power of direct insurance. Chinese already has 384000000 Internet users, will become the main choice of car owners by telephone and network purchase insurance. Direct insurance mode has become the dynamics of change in the auto insurance market, power is the core of the clients want cheaper price, direct sales channels saves intermediate agent sales, which the insurance company to further reduce the cost of sales; and call center and information technology becomes more mature sales model change provides the possibility of technology.

Chinese CIRC on telephone sales and sales network, marketing channel is supportive, CIRC chairman Wu Dingfu in the insurance industry briefing also mentioned the need to change the insurance industry to vigorously promote the development mode, explore and standardize the development of telephone sales and sales network and other new sales channels.

Release the IBM Institute for business value in 2007 2020 white paper "China insurance", predictionChinese insurance market by 2020 will account for about 10% of the direct sales model.Developed countries auto direct channel occupy 1/3 share of sales for nearly 20 years, we are expected to Chinese may use about 10 years time can realize the transformation of such sales model.