CRM 환경에 따른 보험텔레마케터의 성과에 관한 연구

DB marketing in life insurance industry emerged in the year 2000 with the implementation of CRM. This research is an empirical analysis on agent-central factors affecting the satisfaction of life-insured customer, which is a pioneering approach rarely found in previous studies. This study consists of statistical analysis of 150 agents in 4 different life insurance companies, considering 3 independent variables of support from management, tendency of agents, and CRM based characteristics of information & technology, and dividing 5 dependent variables under a major premise of ``customer satisfaction``. According to the result, support from management and characteristics of information &technology showed positive effect on achievement of agents and improvement of mutual interests between customers and agents respectively. Support from management and characteristics of information & technology both showed positive effect on new customer acquisition and customer persistency as well as the retrenchment of expense for customer managements. Besides, long-term service by telemarketers working at call centers of insurance companies is seldom found, since most of them transfer before they reach 3 years straight. Under these circumstances, it is necessary to improve the quality of CRM-centered customer information and strengthen institutional support system in order to achieve management``s goal effectively.