人身险营销要强化长期服务能力

Core Viewpoint - The recent issuance of the notice by the National Financial Supervision Administration aims to reform the personal marketing system in the life insurance industry, transitioning insurance sales personnel to "insurance sales consultants" to enhance professionalism and long-term service capabilities [1] Group 1: Current Issues in the Industry - The traditional insurance marketing model has shown significant issues, including an overemphasis on short-term performance, leading to sales personnel neglecting long-term customer service needs and frequent sales misguidance [1] - The overall professional level of agents is insufficient, making it difficult to provide high-quality consulting services to clients [1] - High turnover rates and low professional recognition among agents hinder stability and service quality in the industry [1] Group 2: Proposed Reforms - The notice emphasizes the need for sales personnel to possess high levels of professional knowledge and focus on maintaining long-term customer relationships and service improvement [1] - To ensure the success of the reform, insurance companies should implement systematic and standardized training mechanisms, enhancing the professional training of sales personnel [2] - Companies should optimize commission incentive mechanisms, designing a reasonable commission deferral scheme to maintain agents' income stability while encouraging a focus on long-term client interests [2] Group 3: Supportive Measures - Establishing a comprehensive professional honor system and social security mechanisms is crucial, as insurance sales involve high emotional investment and significant mental pressure [3] - Non-economic incentives such as honor titles and public recognition can enhance agents' social status and professional pride [3] - Implementing social security policies to support agents in participating in social insurance and obtaining residence permits can improve their sense of professional identity and belonging [3]