L/O/G/O Reporter: William Liao 2013/01/25 Training Marketing Planning.
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Transcript of L/O/G/O Reporter: William Liao 2013/01/25 Training Marketing Planning.
L/O/G/O
ReporterReporter: William Liao: William Liao
2013/01/252013/01/25
Training
Marketing
Planning
Contents
Business situation1
2
3 Others projects
How to increase activity
PFYP performance
1. From 2012 July performance become stable
2. Q4 performance has a little bit grow in comparison with Q3
control ! It is good sign for insurer
Time Target PFYP2012 / 13 10,445 2,748 (26%)
2012/ 01-13 124,015 43,942 (35%)
Headcount performance
Time Full time Part time2012/ 13 414(8%) 4556(92%)
1. Q4 is fewer in agent number
2. Quantity (headcount) ≠ Quality (performance)
PFYP
Q4 Performance
Headcount 10 11 12 13
Full-time 377 401 392 414
Part-time 4,088 4,256 4,484 4,553
1. Part time agent keep growing but performance keep changing
2. Performance of full time agent continue to increase
Why?
Fulltime v.s. Parttime
High professional High service
High productivity
Training
Activity Management
►Target: Enhance activity
Strengthen again New compensation scheme
Contents
Business situation1
2
3
How to increase activity
Others projects
Morning meetingMorning meeting
Step by Step
Opportunity of visit customer
Increase confidence& Basic incomeMedia toolsMedia tools
Start from 1 caseStart from 1 caseVirtuous circle Virtuous circle
How to increase activity
Well Education
Incentive program
CATHAY TRAINING VIDEO (CTV)
TW
Viet-nam
Year-endparty
Model Staff
Sale Tips
ServiceStory Recruitment
Skills
Provide morning meeting material
CTVCTV
E-LEARNING
Learning after morning meeting
Marketing data - Morning meeting Schedule- DM
VIDEO-add 7 education video
Keep Improvement
Feedback -Survey about video clip & prepare gift for agent
Children’s dayNew yearNew year 5th year anniversary
Year end activity
Q1 Q2 Q3 Q4
• Give New Year Greeting
• PR gift
•Li xi packet
• Prepare paper painting & Colored
Pencils•Organize children’s
day small party• Give scholarship for
poor pupil
• Organize company
Anniversary
• PR gift
• Christmas card
Opportunity of festival
Li xi packet
New Year Greeting
Media tools
CONTENT 1. Cathay Knowledge2. Life/ Healthy knowledge3. Everyday’s delicious food
SCHEDULE 1 per month1 per month
“HAPPINESS EVERYDAY” JOURNAL
PR Gift
cup pad Key ChainMagic towel
Name card Wallet bag
Gift with LOGO
Increase chance to meeting customer
Supporting product
simplesimple
cheapcheap
short short timetime
A07 Have no moneyjust 30k/day only
Payment time so longjust pay in 5 years
Not easy to understandsimple: 3 major benefit
To solve some reject reasons of customers
Promotion1.Policy prize:1.Policy prize: PRPR GIFT/per 2 cases, PR GIFT set/per 20 casesGIFT/per 2 cases, PR GIFT set/per 20 cases2.Assessment (New scheme)2.Assessment (New scheme) :: 2 A07 = 1 normal case2 A07 = 1 normal case 3.Premium collecting(New scheme)3.Premium collecting(New scheme) :: Renewal premium 10k/caseRenewal premium 10k/case
Excellent Sales Club
New Year Activity
2012/12/27 – 2013/1/9 2 Couplets / per 5M PFYP
2013/1/10 – 2013/1/30 1 Couplets / per 5M PFYP
PFYP Reward
20M Special licence 、 Badge
30M +Cathay golden pen 、 Namecard box
60M + 1M 、 Briefcase
2013Q1 Incentive program
Object: All of agent
Time: 1~3 wkm
Rider code: R01, R02, R03,R05, R06
Rider promotion
Content OriginalPromotion
period
FYC 15% 18%
PFYP 40% 100%
R01&R0R01&R033
R01&R03 attached rate decreased comparing to 12th wkm, but still >50% Most branch had improvement except HP HP’s attached rate was unstable
Rider promotion
Branch HCM HN DN CT Dnai HP Total
Attached rate
2012.13 50.0% 44.3% 28.2% 31.6% 66.3% 29.7% 51.3%
2012.12 60.9% 51.6% 15.6% 25.0% 72.4% 75.0% 59.1%
2012.11 77.1% 45.1% 22.0% 36.7% 44.3% 25.0% 44.6%
2012.10 55.6% 38.7% 8.3% 33.3% 51.3% 100.0% 46.6%
2012.9 57.9% 43.1% 13.3% 18.2% 48.2% 37.5% 43.5%
2012.8 68.4% 39.6% 15.2% 25.9% 47.8% 78.6% 45.6%
All All RidersRiders
Branch HCM HN DN CT Dnai HP Total
Attached rate
2012.13 73.5% 73.4% 48.7% 52.6% 77.2% 75.7% 72.2%
2012.12 76.1% 77.4% 62.2% 35.7% 84.9% 75.0% 77.0%
2012.11 89.6% 72.5% 46.0% 50.0% 55.7% 50.0% 60.4%
2012.10 79.4% 67.7% 50.0% 50.0% 64.7% 100.0% 66.3%
2012.9 73.7% 72.2% 70.0% 27.3% 67.5% 68.8% 68.2%
2012.8 71.1% 70.3% 52.2% 37.0% 69.8% 85.7% 66.7%
Riders attached rate decreased but maintained high rate (>70%) Most branch had improvement except DN 、 HP
Rider promotion
Contents
Business situation1
2
3
How to increase activity
Others projects
Excellent executive will Excellent executive will support agent sell wellsupport agent sell well
Executive training
plan
Develop concept & skill
2. UM (Unit Manager)
1/7~1/18(2 weeks)
1.CRD
12/24~12/28(1 week)
Shorten underwriting process
Auto-issue systemAuto-issue system
Adjust CS system so customer
documents can pass to UW
earlier
Improve efficiency Improve efficiency of transportationof transportationAdjust system Adjust system
Simple & need without manual handling cases will be done by
auto-issue system
Select the most suitable portage base on location
and time