Interview with Blue Whale ｜ Guo Tingli, General Manager of New Station Insurance Network： Refined to the service precipitation of discharge summary differences

As the result of fine division of labor in the insurance market, insurance intermediaries have rapidly formed a strong growth market since their appearance. Crowd mode, separation of production and marketing, independent agents, high quality, service advantages, etc., there are many keywords about insurance intermediary track, which are connected with the exploration and thinking of insurance intermediary industry practitioners. Recently, Blue Whale Insurance interviewed Guo Tingli, general manager of the new station insurance network, to discuss topics such as internet plus insurance, customer acquisition and service value.

In 2011, Xinyizhan Insurance Agency Co., Ltd. (hereinafter referred to as "Xinyizhan") was established. In August of the following year, Xinyizhan Insurance Network began to operate. In 2016, Xinyizhan was listed on the New Third Board. As a national professional insurance agency, it provides insurance products and services to users with multiple terminals of Xinyizhan Insurance Network.

Online and offline are just means, and executives should consider the efficiency and cost behind the means.

Starting with a technology company, the starting point of the new station lies in the recognition of the value of insurance products and services. Guo Tingli believes that insurance provides the new station with the value and expectation precipitated in the long-term service field.

Internet gene is one of the labels of the new station. Relying on shareholder focus technology, the new station insurance network is the core of business. However, Guo Tingli does not fully agree with this statement of "Internet insurance platform".

"The significance of the Internet platform lies more in tools to help salespeople provide better services to customers, but the new stop is to stand on the track of insurance sales and provide professional services to customers with’ technology+professionals’."

"From the perspective of insurance, online and offline cannot be completely separated. Consumers know about products online and sign orders online; Interact with insurance salespeople offline, sign bills online, and return to offline claims. So how do you define this as online behavior or offline behavior? " This is a problem that Guo Tingli threw back to the industry.

"From the perspective of management, the core action of sales is to complete insurance, and how to complete insurance is the form." Guo Tingli pointed out that it is actually difficult to distinguish between online and offline steps. It is of limited significance to discuss this issue. As an executor, it is important to judge which form is cheaper and more efficient.

"I don’t care which part of the whole process is completed online and which part is completed offline. What I care about is how the customer finally finished it in a few steps, how it feels, and how we can connect all the steps in series with technology."

"Xinyi Station is a company that provides insurance sales services with technology," said Guo Tingli.

Guo Tingli, General Manager of New Station Insurance Network

There is still no regular pattern of traffic transforming into continuous consumption customers.

Insurance is a market revolving around "people", and the first step to generate interaction must be to obtain customers.

Getting customers is not just about getting in touch with customers, or simply reaching a deal. Before Internet companies entered the insurance market, they had their own traffic advantages, huge customer matrix, high-quality streaming media advertisements and consumption landing platforms. Guo Tingli pointed out, however, it is not easy for consumers on the platform to take root and bear fruit in the insurance field and make continuous consumption. So far, there has not been a regular transformation model.

"This requires further precision matching of products and service execution to drive sales results through these two links. Once the driving force is formed and the whole model is rolled up, it will be a very solid achievement. "Guo Tingli said, on the basis of customer trust, when he needs short-term protection, he will immediately find us to recommend, make decisions with little screening, or even if he doesn’t spend money at a new stop, he can come for multiple consultations, and the customer will eventually land at a new stop.

At present, the combination of two-wheel drive, a new stop on the family target.

"The direction of the new station is becoming clearer and clearer, that is, around the field of family services, in the insurance matching and service links, to achieve the ultimate."

Guo Tingli specifically analyzed to Blue Whale Insurance that when the family is cut open, it is an orderly organization with human factors and ties. After the family is modeled, each member of the family has his own identity and characteristics, and members with different identity characteristics need to match different guarantees.

From Huimin’s insurance for family members, to the fact that medical insurance cards can be used by parents simultaneously in some areas, the radiation and sharing of family-based protection is advancing, which is the basic logic for Guo Tingli’s new station to provide comprehensive protection targets with family as the target in the future.

Lack of "aggressive" service: refinement to the sample database of differences in doctor’s discharge summary

In recent years, it is difficult to break the problem of homogenization of products in the industry as soon as possible. All insurance institutions aim at back-end services and land softly among consumers with "temperature".

"Compared with sales, the service sounds less aggressive, and consumers are more willing to listen to what services you can provide him, rather than what products you want to sell him." Guo Tingli analyzed to Blue Whale Insurance with serious illness claims. For insurance institutions, it is necessary to equip their own professional claims team with knowledge of medicine, medical insurance policies and reimbursement rules.

But these are not enough, further specialization, where is it reflected? Guo Tingli takes Nanjing, one of the key cities in the new station, as an example. The local service staff will understand in detail the different identifications of the same disease by different doctors, the differences in the formats of discharge summaries made by different doctors, etc., and enrich the sample database by obtaining a large number of cases, so as to achieve intensive cultivation.

When facing customers all over the country, simple case accumulation is not applicable, so we need to sum up the rules. Guo Tingli put forward the value of science and technology and Internet technology at this time. "The idea is: I don’t need the staff to be equipped with very specialized knowledge, but he must have the system under the network topology to refine knowledge and solve problems through my system. Through the technical end, the claims data are sorted out clearly enough to help relevant personnel speed up. "

Service is to do everything in every link solidly, to do what customers really care about, and to precipitate and carry it professionally.

It is difficult to separate production from sales: one of the reasons is that the main company in the industry is "not confident"

At the end of 2020, China Banking and Insurance Regulatory Commission officially issued the Notice on Matters Related to the Development of Independent Personal Insurance Agents, which is different from the traditional insurance company agent model. Personal agents are regarded as an important solution model to change the hierarchical relationship and professional problems that have been criticized for a long time. Since the beginning of this year, some insurance companies have started the independent agent model and launched the talent introduction and cultivation plan.

Based on this, Blue Whale Insurance consulted Guo Tingli from the perspective of insurance agency in an exclusive interview.

"The industry has called for the separation of production and marketing for a long time, but it has been inseparable, partly because the main companies in the industry lack a clear understanding of the market." Guo Tingli thinks this is a kind of "unconfidence", and the company is worried that once it leaves the sales link, it will face problems such as product loss and service failure.

Therefore, the long-term phenomenon in the industry is that channels are king and channels customize products.

Guo Tingli regards independent agents as a radical way to make each independent agent become an image ambassador in the market, enhance professionalism in insurance, medical care, finance and other fields, and form a collection. In the end, when this aggregate can talk with insurance companies on a horizontal level, not just the sales execution force downstream of the insurance industry, the separation of production and marketing will become the natural result of the market.

This process may not be short, but from a long-term perspective, it covers the entire insurance channel perspective such as individual insurance, bancassurance and Internet. Guo Tingli believes that there may still be a relatively centralized single channel, but the whole market structure will surely form higher and higher dispersion, and there will be more small and beautiful teams.