Cải thiện quy trình bán hàng cho bảo hiểm bệnh hiểm nghèo tại PTI

Nâng cao quy trình bán hàng bảo hiểm bệnh hiểm nghèo tại PTI qua luận văn thạc sĩ, mang lại hiệu quả và sự hài lòng cho khách hàng.

• Tác giả: Nguyen Minh Nam
• Người hướng dẫn: Assoc. Vu Minh Duc
• Trường học: National Economics University
• Chuyên ngành: Business Administration
• Đề tài: Cải Thiện Quy Trình Bán Hàng Cho Bảo Hiểm Bệnh Hiểm Nghèo Tại PTI
• Loại tài liệu: Thesis
• Năm xuất bản: 2017
• Địa điểm: Hanoi

Mục lục chi tiết

• 1. CHAPTER 1: INTRODUCTION
• 1.1. Rationale
• 1.2. Research objectives
• 1.3. Research questions
• 1.4. Scope of Research
• 1.5. Research process
• 1.6. Research process description
• 1.7. Data collection
• 1.8. Data Analysis
• 1.9. Thesis Structure
• 2. CHAPTER 2: THEORETICAL FRAMEWORK
• 2.1. Definition of selling process
• 2.2. Selling process in general business
• 2.3. Selling process in Insurance business
• 2.4. Relevant factors affecting Insurance product’s selling process
• 2.5. Evaluation on selling process in Insurance products
• 3. CHAPTER 3: ANALYSIS OF FINDINGS ON CRITICAL ILLNESS INSURANCE’S SELLING PROCESS IN PTI
• 3.1. Current situation of Critical Illness Insurance’s selling process in PTI
• 3.2. Current selling process of Critical Illness Insurance in PTI
• 3.3. Analysis of findings on Critical Illness Insurance’s selling process in PTI
• 3.4. Findings on Critical Illness Insurance’s selling process
• 3.5. Summary on findings
• 4. CHAPTER 4: RECOMMENDATIONS TO IMPROVE SELLING PROCESS IN PTI
• 4.1. General strategy of PTI Head Office to improve Critical Illness Insurance’s selling process in PTI
• 4.2. Simplify selling process
• 4.3. Shorten sale document
• 4.4. Modernize selling method
• EXECUTIVE SUMMARY
• REFERENCES
• APPENDIXES

Tóm tắt

I. Tổng quan về quy trình bán hàng bảo hiểm bệnh hiểm nghèo tại PTI

Quy trình bán hàng bảo hiểm bệnh hiểm nghèo tại PTI là một phần quan trọng trong chiến lược kinh doanh của công ty. Quy trình này không chỉ ảnh hưởng đến doanh thu mà còn định hình hình ảnh thương hiệu của PTI trong lòng khách hàng. Để cải thiện quy trình này, cần phải hiểu rõ các bước hiện tại và những thách thức mà nhân viên bán hàng đang gặp phải.

1.1. Định nghĩa quy trình bán hàng trong bảo hiểm

Quy trình bán hàng trong bảo hiểm bao gồm các bước từ việc xác định khách hàng tiềm năng đến việc chốt hợp đồng. Mỗi bước đều có vai trò quan trọng trong việc tạo ra doanh thu cho công ty.

1.2. Tầm quan trọng của bảo hiểm bệnh hiểm nghèo

Bảo hiểm bệnh hiểm nghèo không chỉ bảo vệ tài chính cho khách hàng mà còn giúp nâng cao nhận thức về sức khỏe. Việc cải thiện quy trình bán hàng sẽ giúp PTI tiếp cận nhiều khách hàng hơn.

II. Vấn đề trong quy trình bán hàng bảo hiểm bệnh hiểm nghèo tại PTI

Mặc dù PTI đã có những thành công nhất định, nhưng quy trình bán hàng hiện tại vẫn gặp nhiều vấn đề. Khách hàng thường phàn nàn về sự phức tạp trong quy trình, dẫn đến việc giảm doanh số bán hàng. Cần phải phân tích kỹ lưỡng để tìm ra nguyên nhân gốc rễ của vấn đề này.

2.1. Phản hồi từ khách hàng về quy trình bán hàng

Khoảng 70% khách hàng đã phản hồi rằng quy trình bán hàng quá phức tạp và mất nhiều thời gian. Điều này ảnh hưởng lớn đến quyết định mua hàng của họ.

2.2. Thách thức từ đội ngũ bán hàng

Đội ngũ bán hàng tại PTI gặp khó khăn trong việc xử lý các yêu cầu của khách hàng do quy trình phức tạp. Điều này dẫn đến sự thiếu chuyên nghiệp trong mắt khách hàng.

III. Phương pháp cải thiện quy trình bán hàng bảo hiểm bệnh hiểm nghèo tại PTI

Để cải thiện quy trình bán hàng, PTI cần áp dụng một số phương pháp hiệu quả. Việc đơn giản hóa quy trình và hiện đại hóa các phương thức bán hàng sẽ giúp nâng cao hiệu quả công việc.

3.1. Đơn giản hóa quy trình bán hàng

Cần cắt giảm các bước không cần thiết trong quy trình bán hàng để tiết kiệm thời gian cho cả nhân viên và khách hàng. Điều này sẽ giúp tăng cường sự hài lòng của khách hàng.

3.2. Hiện đại hóa phương thức bán hàng

Sử dụng công nghệ mới trong quy trình bán hàng sẽ giúp PTI tiếp cận khách hàng một cách hiệu quả hơn. Việc áp dụng các công cụ trực tuyến có thể giúp tăng cường trải nghiệm của khách hàng.

IV. Ứng dụng thực tiễn và kết quả nghiên cứu tại PTI

Nghiên cứu đã chỉ ra rằng việc cải thiện quy trình bán hàng có thể mang lại nhiều lợi ích cho PTI. Các ứng dụng thực tiễn từ nghiên cứu sẽ giúp công ty nâng cao doanh số và cải thiện hình ảnh thương hiệu.

4.1. Kết quả từ việc áp dụng các phương pháp mới

Sau khi áp dụng các phương pháp cải thiện, PTI đã ghi nhận sự tăng trưởng doanh số bán hàng đáng kể. Khách hàng cũng phản hồi tích cực hơn về quy trình bán hàng.

4.2. Tác động đến hình ảnh thương hiệu

Việc cải thiện quy trình bán hàng không chỉ giúp tăng doanh thu mà còn nâng cao hình ảnh thương hiệu của PTI trong lòng khách hàng.

V. Kết luận và tương lai của quy trình bán hàng bảo hiểm bệnh hiểm nghèo tại PTI

Quy trình bán hàng bảo hiểm bệnh hiểm nghèo tại PTI cần được cải thiện liên tục để đáp ứng nhu cầu của thị trường. Tương lai của quy trình này phụ thuộc vào khả năng thích ứng và đổi mới của công ty.

5.1. Tầm nhìn dài hạn cho quy trình bán hàng

PTI cần xây dựng một tầm nhìn dài hạn cho quy trình bán hàng, tập trung vào việc cải thiện trải nghiệm khách hàng và nâng cao hiệu quả công việc.

5.2. Định hướng phát triển bền vững

Cải thiện quy trình bán hàng không chỉ là một nhiệm vụ ngắn hạn mà còn là một phần quan trọng trong chiến lược phát triển bền vững của PTI.

Trích đoạn nội dung tài liệu

NATIONAL ECONOMICS UNIVERSITY NEU BUSINESS SCHOOL NGUYEN MINH NAM IMPROVING SELLING PROCESS FOR THE CRITICAL ILLNESS INSURANCE IN PTI MASTER OF BUSINESS ADMINISTRATION THESIS SUPERVISOR: ASSOC. VU MINH DUC, NATIONAL ECONIMICS ECONOMICS UNIVERSITY HANOI – 2017 TABLE OF CONTENTS ABBREVIATIONS.1 LIST OF TABLES. 2 LIST OF FIGURES. Scope of Research.

Research process description.11 CHAPTER 2: THEORETICAL FRAMEWORK. Definition of selling process. Selling process in general business. Selling process in Insurance business.

Relevant factors affecting Insurance product’s selling process. Evaluation on selling process in Insurance products.27 CHAPTER 3: ANALYSIS OF FINDINGS ON CRITICAL ILLNESS INSURANCE’S SELLING PROCESS IN PTI. Current situation of Critical Illness Insurance’s selling process in PTI. Current selling process of Critical Illness Insurance in PTI.

Analysis of findings on Critical Illness Insurance’s selling process in PTI. Findings on Critical Illness Insurance’s selling process. Summary on findings.48 CHAPTER 4: RECOMMENDATIONS TO IMPROVE SELLING PROCESS IN PTI. General strategy of PTI Head Office to improve Critical Illness Insurance’s selling process in PTI.

Simplify selling process. Shorten sale document. Modernize selling method. 59 1234Rationale5Research objectives6Research questions6Scope of Research6Research methodology7Research process7Research process description8Data collection9Data Analysis9Thesis Structure:1011Selling process11Definition of selling process11Selling process in general business11Selling process in Insurance business21Relevant factors affecting Insurance product’s selling process23Evaluation on selling process in Insurance products2627Current situation of Critical Illness Insurance’s selling process in PTI27Overview27Post and Telecommunication Joint Stock Insurance Corporation (PTI)…Critical Insurance Illness product30Current PTI32Overview Insurance Critical Illness Insurance Critical Illness inprocess business of selling plan32Critical on Insurance’s Illness process32Evaluation selling Critical Insurance Insurance onresults period from 1st August 2016 - 30th July 201734Analysis of findings on Critical Illness Insurance’s selling process in PTI35Respondent profile35Findings on Critical Illness Insurance’s selling process35Findings on Respondent’s background35Findings on Customer Survey and In-depth interview37Summary on findings4749Simplify selling process:49Shorten sale document53Modernize selling method54565758 1 ABBREVIATIONS PTI Post and Telecommunication Joint Stock Insurance Corporation JSC Joint Stock Company VINARE Vietnam National Reinsurance Corporation HANCORP Hanoi Construction Corporation (HANCORP) VINACONE Vietnam Construction and Import - Export Joint Stock X Corporation 2 LIST OF TABLES .2 - Revenue for last three years30Table 3.3 - Critical Insurance Insurance results .1 - Operational Capacity 31 Table 3.2 - Revenue for last three years.3 - Critical Insurance Insurance results period from 1st August 2016 - 30th July 2017.

35 3 LIST OF FIGURES Figure 3.2 Critical Illness’s selling process32Figure. – Occupation of Respondents36Figure. – Customers’ procedures40Figure .1 – CI Insurance’s new selling process51Figure .2 – Customers’ new procedures53 Figure 3.1 – Organizational Chart 30 Figure 3.2 - Critical Illness’s selling process.3 – Occupation of Respondents.1 – CI Insurance’s new selling process.2 – Customers’ new procedures.54 4 5 EXECUTIVE SUMMARY In business market these days, the innovation becomes absolutely essential for success or failure of every companies. There is no doubt that selling process is one of the most significant aspects in business innovation regardless the ranking in business market.

A company which produces a great selling process is not only successful in business result but also improve its brand and image up to a higher level in an aggressive competition market. PTI is currently Top 3 Insurance Company in Vietnam, recognized as “The most valuable insurance brand for community” for many consecutive years. There is a fact, however, PTI has been under tough situation in selling new insurance products and this study shall investigate the way selling process running in PTI. Telesales person in PTI is the one who presently has to be in difficulties in dealing with clients.

It is selling process in Critical Insurance product which seems too complicated that has troubled Salesman at the early stage of business operation. Around 70% of customers complaint about complex selling work-flow in their comments on PTI’s website. Beside, Telesales Managers also gave the similar feedbacks in annual meetings with PTI Head Office. There is too much complaint about much procedure and waste of time.

That makes problem worse is clients’ evaluation on the lack of professions in PTI’s business system. The study focus on 3 main objectives including: (1) Review the theoretical background of selling process and offer proper evaluation of current selling process in PTI; (2) Analyze the current situation of selling process in PTI and verify the weakness of selling process in PTI based on data source of in-depth interview, customers’ survey and analyzing affecting factors to selling process; and finally (3) Propose recommendations to enhance the selling process in PTI to offer solutions for outstanding issues at present. Rationale Selling process definitely plays significant role in business result of every company regardless its ranking in business market. A dynamic business environment forces each company to improve selling process to meet the demand of speedy changing of modern business.

The more technology develops, the more proactive and creative company should stay to not be obsolete and out of dated. By acknowledging the importance of improving selling process, PTI has fully paid attention to do research, modify and simplify steps of sales flow. According to Mr. Bui Xuan Thu, CEO of the company, one of the most essential factors to gain success is continuously enhancing and upgrading selling process.

There is no room for the stagnant movement in the highly competitive market nowadays. Telesales person in PTI is the one who currently has to face the most challenging obstacles while dealing with clients. It is selling process in Critical Insurance product which seems too complicated that has troubled Salesman at the early stage of business operation. Around 70% of customers complaint about complex selling work-flow in their comments on PTI’s website.

Beside, Telesales Managers also gave the similar feedbacks in annual meetings with PTI Head Office. There is too much complaint about much procedure and waste of time. That makes problem worse is clients’ evaluation on the lack of professions in PTI’s business system. For all mentioned justifications, it is expected that the study will offer specific solutions to boost business productivity, in particular selling process to obtain better achievements.

Research objectives To resolve the above problem, this research is focused on 4 subsequent objectives: - Summary some theories of selling process. - Analyze and evaluate the current situation of selling process for Telesales person. - Identify the strengths and weaknesses of PTI’s selling process. - Propose recommendations to improve the selling process of PTI.

Research questions In order to attain the objectives, the research is to answer the following questions: - What are the theories of selling process? - What are the current situations of the selling process for Critical Illness Insurance in PTI? - What are the strengths and weaknesses of Critical Illness Insurance’s selling process for telesales person? - What should be done to improve Critical Illness Insurance’s selling process for telesales person? 1. Scope of Research - Content: Content of the thesis concentrates on Critical Illness Insurance’s selling process for telesales person. - Target: Critical Illness Insurance’s selling process for telesales person. - Location: POST & TELECOMMUNICATION JOINT STOCK INSURANCE CORPORATION (PTI) with its Head office in 4A Lang Ha street, Ba Dinh district, Hanoi.

- Time: 8  Secondary data: The data and reports are collected in the period of August 2016 to the year of 2017 (since the first launching date of Critical Illness Insurance).  Primary data: The period conducting surveys and interviews is from April 2017 to June 2017. There are some Manager, Team Leaders, Best sellers from PTI Telesales Team and Customers who shall participate in surveys and interviews. Research process (1) Define research (2) Research (3) Collect data problem problem (5) Recommend (4) Analyze Source: Author’s designResearch Methods for Business by Uma Sekkaran and Roger Bougie (Sixth Edition) As Uma Sekkaran and Roger Bougie’s theory, the research process shall be indicated as: - Define research problem: A drop in sales, frequent production interruptions, incorrect accounting results, low-yielding investment, dis- interestedness of employees in their work, customer switching, and the like, could attract the attention of the manager and catalyze the research 9 project.

Scientific research starts with a definite aim or purpose. To find solutions for identified problem statement that includes the general objective and research questions of the research should be developed. Gathering initial information abou the factors that are possibly related to the problem will help us to narrow the broad problem area and to define the problem statement. - Research problem: In this step, variables are examined to ascertain their contribution or influence in explaining why the problem occurs and how it can be solved.

The network of associations identified among the variables is then theoretically woven, together with justification as to why they might influence the problem. From a theorized network of associations among the variables, certain hypotheses or educated conjectures can be generated. For instance, at this point, we might hypothesize that specific factors such as overpricing, competition, inconvenience, and unresponsive employees affect customer switching. - Collect data: After we have determined how to measure our variables, data with respect to each variable in the hypothesis need to be obtained.

These data then form the basis for data analysis. - Analyze: In the data analysis step, the data gathered are statistically analyzed to see if the hypotheses that were generated have been supported. For instance, to see if unresponsiveness of employees affects customer switching, we might want to do a correlational analysis to determine the relationship between these variables. - Recommend: this step decides solutions for problem to improve.

Research process description Step Process Description 1 Define research problem Critical Illness Insurance’s selling process in PTI. Selling process in Critical Insurance product which seems too complicated that has troubled salesman at the early stage of business operation. There is too much complaint about much procedure and waste of time. That makes problem worse is clients’ evaluation on the lack of professions in PTI’s business system.

2 Research problem - Doing research on some theories of selling process - Analyzing and evaluating the current situation of selling process for Telesales person. 3 Collect data - Secondary data: The data and reports are collected in the period of August 2016 to the year of 2017 (since the first launching date of Critical Illness Insurance). - Primary data: The period conducting surveys and in-depth interviews is from April 2017 to June 2017. There are some Manager, Team Leaders, Best sellers from PTI Telesales Team and Customers who shall participate in surveys and interviews.

4 Analyze - Secondary data illustrates that Revenue did not achieve as its target. Only reached 15% in 2016 and 25% in 2017 compared with revenue target. - Primary data: analyzing customers survey data and feedbacks from some Manager, Team Leaders, Best sellers from PTI Telesales Team, complicated process of selling is core problem to business result of Critical Illness Insurance recently. 5 Recommendation - Modify current selling process: cutting 11 down procedure, paperwork, saving time and showing professionalism 1.

Data collection According to the methodology of this research which was designed with the view to utilize a wide range of data sources, both primary and secondary collecting process are conducted by 2 major methods namely survey and in-depth interview. - Source of Primary data: Sources Respondent Information accumulation - 01 Manager of - Evaluation on current selling telesales team; process; In-depth - 03 Telesales - Provide clients’ feedback; interviews Team leaders; - Compare selling process with - 05 Best sellers; main competitors; Primary - Recommendation (if any). data - Evaluation on current selling process; Questionnaires 40 clients - Compare selling process with (surveys) main competitors. - Source of Secondary data: Secondary data is accumulated to analyze current data in PTI’s house: Financial Report from 01/08/2016 to now.

Data Analysis Data analysis based on analyzing, statistical, comparative method which date has been collected from a wide range of resources. 12 Analysis model: - Using structural maps, charts and comparative tables - Using Microsoft Office Excel program - Using Likert by following results: Final mark Level Final mark < 2 Strongly disagree 2 < Final mark < 3 Disagree 3 < Final mark < 3.