壽險業顧客服務管理之研究—以C公司為例

Abstract

金融科技（Financial Technology，FinTech）於防疫期間趨動顧客服務管理之數位轉型，使壽險業加速智能線上推廣。為壽險業需超前部署建構的第二曲線；其不只顛覆性壽險業顧客服務，更透過RPA的創新，同時直接改變了未來保險業市場之樣貌與生態，使壽險人員服務流程中的角色從Maker成為Checker，數位金融服務也保育環境生態和顧客服務管理的效率性。本研究之研究動機為針對目前國內的壽險市場急需相關的研究成果給予相關的指引。研究壽險業建立數位化的壽險業務員的顧客服務管理的成功模式，以Wow Experience零接觸科技體驗銷售流程，以提升壽險業務員顧客服務管理品質及數位化能力，提高績效及繼續率，降低企業顧客服務管理成本，並以Innovative Thinking用創新裝備顧問式行銷，以加強壽險公司的核心價值競爭力，並執行Networking People協助C個案壽險公司完成數位轉型顧客服務發展策略。 本研究以研究背景及研究動機為基礎，得出本研究之研究目的如下： 1.本研究過去主要運用以業務員策略為導向的顧客服務管理、顧客服務計畫編制、顧客服務方案執行及顧客服務效果評估的系統流程。 2.現在以C個案壽險公司壽險業務員為研究對象，對壽險業務員顧客服務管理現況加以分析。 3.在未來期望運用該顧客服務管理數位轉型的建構，對壽險業具有相當程度的借鏡和參考價值。4.在未來如何針對C個案壽險公司的實際情況，建立確實具商業價值的顧客服務管理，達成協助整體產業最大化顧客服務管理能力，從而複製成具前瞻性商業模式。 本研究之研究方法運用： 1.文獻探討法； 2.個案分析法； 3.第一線實地觀察法； 4.分析歸納法。 本研究之研究程序為： 1.緒論：產業目前的現狀研究之背景與動機、研究目的、研究架構及研究方法； 2.文獻探討； 3.C個案壽險公司顧客服務管理之成果分析：架構、原因； 4.顧客服務管理之改進，健全顧客服務管理使其架構可複製之商業模式； 5.結論與建議。 本研究之研究發現及結論涵蓋： 1.針對C個案壽險公司的顧客服務管理現況分析； 2.建立適合壽險業的顧客服務管理模式； 3.為壽險業的顧客服務管理提升提供借鏡，來提升整個產業的顧客服務管理效能，從而複製成商業模式； 4.從企業、產業和政府三個層面，對壽險公司顧客服務管理的建立和改善加以研究； 5.C個案壽險公司業務員顧客服務管理改善策略對公司經營影響的分析； 6.C個案壽險公司回歸顧客服務管理核心對社會企業責任之影響：對數位金融服務之研究。

Finacnail technology, also known s FinTech, triggers the digital tranformations of customer service management, especially at the time of COVID-19 pandemic; efforts spent by actors in the insurance industry expedite the introduction of smart on-line marketing, and pre-deploy the second curve of growth for the business. Not only does it redefine the customer service management in the insurance industry, but also, through the innovation of RPA, directly change the future of the landscape and ecology of insurance industry, in which the role of insurance sales representative changes from Maker to Checker. Futhemore, financial technology also preserves environment, the ecology and the efficiency of customer service management. This reserach aims to provide the desperately needed insight of the domestic insurance industry, in which the sucessful model of of digitalization for insurance sales represenatives’customer service management model is explored. By providing Wow Experience and touch free techonoogy sales expreience and process, the insurance company is able to enhance insurance sales representatives’customer service quality and digitalization capabilities, push for better performance, maintain low churn rate, and rationalizes the cost of cusomer service management. C insurance company utlizes Innovative Thinking, a creative tool package of consultative marketing, to upgrate its core competence, and implements Networking People to realize the digital trasformation of the customer service development strategy. This research aims to reach the following research goals: 1. This research probes the sales-centered cutomer service strategy, customer service plan, customer service delivery, and the systematic process of service quality and performance appraisals. 2. This research uses insurance sales representatives in C Life Insurance Company as research subjects, collects the actual practices of customer service management and analyzes the rationales behind the business decisoin and behavior. 3. This research aims to provide reference to those who are considering implementing digal transformation for customer service management. 4. This research provides insight for C insurance company , so as to upgrade the customer service manamgent process to ensure it delivers business values, transforms into a pioneering business model, and ultimatly mazimize the customer serice capabilities in the industry This research uses the following research methods. 1. Literature review, 2. Case analysis, 3. Field study, 4. Inductive reasoning. The outline of this paper is: 1. Introduction: the observation of the status quo of life insurane industry. The research background, motivation, research goal, research framework and research method; 2.Literature review; 3.The analysis of costomer service managent practice of C insurance company; 4.Ways to improve customer services management, a replicable business model that improves the customer servce management; 5. Conclusions and Suggestions. The findings of this research cover: 1. The indepth analsis of the current practice of customer service management in C life insurance company; 2.Introduction of a digial customer service management model that is coming handy for life insurance industry; 3.Reference for the life insurance company who is thinking of replicating a sucessful business model to improve the efficiency of sutomer service management; 4.Insights that could be used to improve the customer service management in life indusry, in the aspect of what companies, industry, and government can do and should do; 5.The consequece of reinventing the customer service management that C life insurance company has in its performance; 6.The impact of refocusing on the corporate social responsiblities that C life insurance company has in its performance.