台語之於保險銷售的角色研究

Abstract

保險商品十分多樣化，不同的商品對專業知識技能有不同的要求，然後在保險商品的銷售達成目標之下，專業知識及技能可能只是進入此職場的一個入門磚，語言的運用是否有可能讓業務的推廣更加順利。本研究旨在探討保險銷售業務員在與客戶溝通/交流過程中，進而到商品的推廣契約的成立之間，台語這個語言在此過程中扮演著何種角色。本研究邀請六年以上資歷的現職保險銷售人員共計５名，分別進行專家深度訪談，所得結論如下：保險商品不同於一般的消費型商品，是一張沒有實體物品的契約，契約裏包含多種而且複雜的法規和專業資訊，所以保險商品的銷售是相當專業性和技術性的，現在資訊科技的進步，消費者對保險商品的資訊來源更加多元，讓消費者有更多的選擇及商品比較的方式，甚至在線上即可完成保險契約的投保及核保作業，加之在保險商品的銷售過程，主要是人與人的溝通互動及保險觀念的推廣，在上述狀況為前提之下，台語無法稱得上是一種促進契約成交的工具，但保險銷售的過程經常需要銷售人員與客戶建立情感交流，透過對客戶現況的了解及情感交流後去分析客戶的需求及在意事項，並建立信賴關係最後完成保險商品銷售的成果，而這過程中台語在特定的客戶群中就扮演很重要的角色，透過使用客戶熟悉的台語可以增加雙方語言交流時的認同感及親切感，而且有一些詞句在使用台語時會帶給客戶較為柔軟的感受，加上目前臺灣現有環境中熟悉台語的族群本身多是年紀稍長且經濟狀況較佳，是保險銷售人員目標客戶中的黃金客戶，突顯了台語對保險銷售業務員而言有其重要性。In the insurance industry, diversity, equity and inclusion are crucial to ensure that the industry can effectively serve a wide variety of customers with different needs and preferences. That is why a insurance consultant or agent requires variety or professional knowledge and skills to carry out the sales project for all kinds of clients. Being an effective salesperson is a valuable talent when you work in insurance, but it is definitely not just a sales job. Since the insurance industry touches on many different fields and offers countless career paths. There are some of the various skills that are needed such as communication, analytics, sales, customer service, business development and administrative. Moreover, the insurance industry is continually evolving to meet the changing needs of its customers. That means employers are also interested in people who are keen on social media, digital marketing, and cyber communication.Is it possible for the use of language Taigi in Taiwan market to make the promotion of insurance smoother and more successful? The purpose of this study is to explore the role that Taigi plays in the process of communication and persuasion between insurance agents and customers. Focusing on how and how often the agents utilize Taigi to carry out the work of introducing, offering insurance, consulting, and arranging the signing of insurance contracts. This study invited a total of 5 current insurance salespeople with more than six years of experience to conduct in-depth interviews with experts. The conclusions are as follows:Insurance policy is different from ordinary consumer products. They are contracts without physical items. The contracts contain multiple and complex regulations and professional information. Therefore, the sales of insurance are quite professional and need to develop a broad skill set. Nowadays, with the advancement of social media and digital communication gadgets, consumers may have multiple sources to find out diverse insurance products, which makes them easy to compare between various products. They can even fulfil the insurance contract application and underwriting work online. Under the premise of the above situation, insurance sales emphasis on interaction with people to encourage them making decision. Decision-making communication is the process of sharing information, opinions, feelings and feedback among clients to reach a common goal. It is essential for effective collaboration, problem-solving, and trust. Effective communication in the insurance market helps build strong relationships. It also ensures customers fully understand both the products and the process. In that case, Taigi cannot be called as a skill or tool to boost sales or accelerate the progress, though it can be a stepping stone to build better relation with customers and understand their needs and emotion more. In this process, Taigi plays a very important role among a specific customer group. By speaking Taigi which is familiar to the customers, it can increase the sense of identity and intimacy between the two parties by daily dialogues. Also, there are some words and phrases will make customers feel a pleasant vibe and amicable mood when using Taigi. In addition, the population familiar with Taigi in Taiwan are mainly the elders and relatively are the retired people happens to be the same group with better economic conditions. They are the prime customers among the target customers of insurance sales. Therefore, the impact of using Taigi communication in insurance sales can be further highlighted and the importance of it is obviously cannot be ignored.