Lạm bàn về Thị trường Bảo hiểm Phi Nhân thọ 2012

Cuoi nam 2012, ngay tan the khong den, hu hon, chia se blog nay, tu lam ban ve thi truong phi nhan tho 2012.

wpid-insurance

Thoi gian roi gap go va trao doi voi cac anh chi em trong thi truong, ai ai cung than tho ve tinh hinh eo uot cua thi truong. Nguoi thi ngan ngam thi truong bay gio bi cay xeo boi cuoc chien ty le phi, nguoi thi than tho thi truong teo top chang biet moi ra dau khach hang, nguoi thi bao la kinh te toan cau suy thoai keo theo su di xuong cua thi truong.

Tuy nhien, co le nhung loi ca than tren thuan tuy xuat phat tu ca nhan nhu mot su bat luc chu ngam nghi lai, cho du khong co suy thoai kinh te, thi dung o goc do cong ty, hoac o tam lanh dao, day chi la hau qua cua ca mot qua trinh va noi thang ra, cai gi den roi cung phai den. Trach ai? Doanh nghiep can trach ban than minh truoc.

Gan day, minh doc lai cau noi cua Peter Drucker, cha de cua Modern Management:” the business enterprise has two – and only these two – basic functions: marketing and innovation”. Neu lay y nay de chia se va giai thich cho su di xuong cua thi truong, e rang se co vai dong nghiep bao la minh giao dieu, nhung thuc chat, hay cung nhin lai xem nhe.

Ca mot thi truong hon 30 cong ty trong va ngoai nuoc, vay ma gan nhu khong co mot cong ty nao co phong Marketing de lam chuc nang marketing dung nghia. Co mot su nham lan lon la cac cong ty dung Marketing Department cho chinh chuc nang sales, ban hang. Cac cong ty quanh nam suot thang su dung doi ngu sales cua minh de di khac thac bao hiem toi da ma gan nhu khong cung cap bat ky mot value nao them cho khach hang. Noi thang ra, hoat dong marketing bi bo ngo.

Vai dong nghiep cu chia se va qua do minh hieu them rang, cong ty giao cho ho them chi tieu ma chang he biet de dat chi tieu do can phai nghien cuu thi truong the nao, khach hang tiem nang o dau, lam sao de khai pha them thi truong moi, v.v. Dung noi la doanh nghiep trong nuoc, ngay ca doanh nghiep nuoc ngoai, khi lam Business Plan, ho con khong giai thich duoc tren co so nao nam sau tang 20, 30% doanh thu phi vi don gian la cu phai tang roi dua xuong cho cap duoi, con co lam duoc khong, hoac gia su lam tot hon the nua thi cau tra loi la tai sao thi cung chang co co so nao de chung minh.

Khoi hai hon, mot co ban trong nganh con chia se, khi lam viec voi broker, ho noi la neu “danh” khach hang do khong duoc thi gioi thieu cho ho de ho di “danh” gium??? Nghia la ban than chinh cac broker con khong biet phai mo rong thi truong, lam tang Total Demand Market nhu the nao, va ban than ho con trong cho vao viec tu sales cua cac cong ty bao hiem thi lay dau ra khach hang cho ho gioi thieu cho cac cong ty bao hiem.

Tat nhien, neu nghien cuu mot chut ve marketing thi chung ta hieu rang lam Marketing thi se lien quan mat thiet den Innovation. Top 100 Best Global Company ma Interbrand xep hang khang dinh ro cac cong ty nay la nhung cong ty lam tot Marketing, va chac chan, ho rat Innovative.

Vay, nhu la mot he qua tat yeu, hoat dong Marketing cua cac cong ty phi nhan tho gan nhu bi bo qua, va cac cong ty moi gioi thi con te hon the nua thi nhung gi can phai lam cho chuc nang Innovation la gan nhu khong co. Cac cong ty chi loay hoay voi doanh so (Top line) va cung lam la co gang co duoc ti loi nhuan (Bottome line) cho hoat dong cua minh ma thuc chat khong hieu rang ban than Top line khong chi goi gon trong doanh thu phi bao hiem va Bottom Line khong chi nam trong pham vi han hep cua Profit. The no la gi, minh se co mot bai viet khac ve chu de nay. Noi ra thi co ve sao rong, nhung neu neu mot doanh nghiep khong co Innovation cho cac hoat dong cua minh thi giong nhu con ran, gam nham tu tu phan duoi cua minh. Ban than anh khong tao duoc gia tri gi moi cho anh thi lam sao ve lau dai khach hang co the tin rang anh tao ra values cho chinh ho.

“Insurance is sold, not bought”. Anh di ban loi hua, promise, nhung anh khong quan tam den khach hang la ai, phuc vu ho the nao, mang den cho ho nhung value nao de cung co promise cua anh, thi cai gi den se den, nhu da noi o tren. Cong ty anh ra doi, anh an them mot phan banh von co cua thi truong (vi ban than anh va cac cong ty khac khong he lam tang kich co cai banh), vay thi cac cong ty khac roi lai se gia nhap thi truong, cat xen bot khau phan cua anh ma thoi. Chua bao gio khai niem Zero-sum Game lai dung nhu vay, “what you gain is what I lose”.

Ket thuc bai viet nay la mot cau chuyen ve mot cong ty broker. Hon 10 nam truoc ho co mot san pham ve Health Care, ho hop tac voi mot vai cong ty bao hiem, gan 10 nam qua vi quan he, cac cong ty nay lo sac gach nhung van co gang ban san pham nay. Thoi diem nay, cac cong ty chiu thua, khong the tiep tuc lam thi broker nay mang sang cho doanh nghiep, nho hon va “linh dong” hon khac lam. Binh cung cu ma ruou cung cu.

Cong ty Me cua ho thiet ke mot san pham Health Care cho phan khuc khac hang cao cap hon (noi that, ho cung chang biet phan phuc cao cap hon la gi?). Tu than ho khong co doi ngu sales de ban san pham nay, va thuc chat, ho khong tim duoc dau ra. Ho da co cach lam rat thong minh va “innovative”: dem san pham di chao moi cac doanh nghiep bao hiem (dang khat doanh so) va cac doanh nghiep nay se tu sales lay, tra chi phi thiet ke san pham cho ho va ho dung giua an chi phi TPA, khoe vo cung. Tat nhien, vai cong ty cung bi du, nhung quan trong, khi cac doanh nghiep nay trien khai, san pham chet tu trong trung nuoc vi khong co khach hang.

Vi du tren minh muon chia se la neu suy nghi cai concept cua Marketing va Innovation thi day la mot minh chung cho nhung hoat dong giong nhu mot con tau ra khoi ma vua khong co thuyen truong lan hoa tieu.

P.s: Tat nhien, neu de ban ve su di xuong cua thi truong ma ly do chi thuan tuy cua Marketing thoi thi van con phien dien. Phim dai nhieu tap, chung ta se thao luan tiep trong cac blogs lien quan den bao hiem phi nhan tho nhe.

Posted by HMT

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