l/o/g/o reporter: william liao 2013/01/25 training marketing planning
TRANSCRIPT
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L/O/G/O
ReporterReporter: William Liao: William Liao
2013/01/252013/01/25
Training
Marketing
Planning
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Contents
Business situation1
2
3 Others projects
How to increase activity
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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%)
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Headcount performance
Time Full time Part time2012/ 13 414(8%) 4556(92%)
1. Q4 is fewer in agent number
2. Quantity (headcount) ≠ Quality (performance)
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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?
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Fulltime v.s. Parttime
High professional High service
High productivity
Training
Activity Management
►Target: Enhance activity
Strengthen again New compensation scheme
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Contents
Business situation1
2
3
How to increase activity
Others projects
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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
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CATHAY TRAINING VIDEO (CTV)
TW
Viet-nam
Year-endparty
Model Staff
Sale Tips
ServiceStory Recruitment
Skills
Provide morning meeting material
CTVCTV
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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
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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
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Media tools
CONTENT 1. Cathay Knowledge2. Life/ Healthy knowledge3. Everyday’s delicious food
SCHEDULE 1 per month1 per month
“HAPPINESS EVERYDAY” JOURNAL
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PR Gift
cup pad Key ChainMagic towel
Name card Wallet bag
Gift with LOGO
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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
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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
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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%
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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%
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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
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Contents
Business situation1
2
3
How to increase activity
Others projects
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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)
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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