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在平安交叉销售

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平安是中国无可争议的数字保险公司,拥有900亿美元的市值和一系列独立单位,包括中国最受欢迎的医疗保健应用程序,P2P借贷服务,房地产经纪和汽车市场。

虽然平安的成功源于90年代的快速扩张,最近通过拥抱互联网,但整个关键因素是承诺向其8000万客户交叉销售额外的金融服务。

交叉销售是金融服务领域的一项成熟活动,平安通过利用互联网获取有关客户行为的新数据,开发涵盖保险,贷款和理财产品的一系列金融服务,最重要的是完善了这种做法。 – 建立统一的客户视图,允许其150万代理商交叉销售给平安的8000万活跃客户。

i)电话营销续订和交叉销售:

平安很快意识到电话营销的价值,平安51%的个人汽车保险在2018年通过交叉销售销售,而出境电话营销(利用结合多个客户接触点的数据的客户的单一视图)在Ping中扮演重要角色一个交叉销售的努力例如,平安的国有竞争对手CPIC的首席数字官最近评论说,CPIC曾经是汽车保险的领导者之一,但是当电话销售对于续约至关重要时我们失去了市场基础,我们是然后采用电话销售较慢。

ii)互联网交叉销售:

虽然平安以其良好的医生 – 远程医疗,LuFax  –  P2P贷款,豪车 – 汽车市场和昊方 – 房地产等在线门户网站而闻名,但它能够分析用户行为,更重要的是将流量从一个平安产品转移到另一个使它能够从平安集团中产生新的业务单位。例如,随着一波P2P借贷创业公司在2014年开始威胁平安的银行业务,平安通过向平安的保单持有人交叉销售短期贷款并将流量重定向到其P2P借贷部门,推出并扩大了自己的P2P贷方。

iii)代理渠道交叉销售:

最后,尽管出现了纯数字旅程和基于互联网的交叉销售,但平安在很大程度上依赖其150万代理商的线下代理力量来实现其交叉销售活动的大部分。有趣的是,尽管中国的代理渠道处于高代理商流失和低生产率的周期中,但平安通过管理集团代理商并利用其金融集团结构为代理商提供一系列金融服务(无论是除了基于互联网的贷款,信用卡和保险分销之外,还有其他业务部门的竞争对手无法获得的程度。这种更加多样化的收入来源(多种产品可以出售)的这一主张对于代理商不仅加入平安集团而且留下来都具有吸引力。

最终,平安建立了一个成熟的交叉销售系统,创造了招聘和培训新代理商并扩展其客户数据库以提供新产品的良性循环。通过这样做,现在约有6300万客户拥有多个平安产品,约占所有平安客户的34.6%。因此,平安的代理商的平均生产率是其他行业的两倍。

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