Financial innovation, especially the innovation of financial products, is the guarantee of mutual cooperation between different financial institutions. Banks and insurance companies have different business models and operating mechanisms. Without insurance products suitable for the characteristics of banks, the advantages of banks cannot be effectively brought into play. The products of bank-insurance cooperation should be simple in form, easy to operate, suitable for over-the-counter sales and connected with the traditional business of banks. This will not only be more attractive to bank consumers, but also arouse the enthusiasm of bank agents. In the process of business innovation, banks and insurance companies should form a business development project team to subdivide and position the market, design corresponding insurance products according to customer groups with different demand levels, and formulate corresponding marketing strategies. According to the current market demand, design convenient, safe, saving and investment-oriented insurance products to meet customers' demand for a full set of financial services and enhance the core competitiveness of products. We should not only have short-term products, but also pay attention to the development of long-term products, support the realization of bank financial management functions with new sales models, and integrate insurance products into the bank's service product series.
(2) Carry out in-depth cooperation and establish a long-term strategic partnership.
Bank-insurance cooperation in China is still at a shallow stage. In view of the legal constraints of separate operation and management in China, in the long run, "one-on-one" long-term strategic partnership should be the best cooperation model. In this mode, the relationship between the two parties is no longer based on short-term interests, but more concerned with providing friendly, convenient and professional services to customers. Only in this way can we effectively avoid the game between the two sides on agency fees, reduce short-term arbitrariness, maintain the normal operation order of the bancassurance market, and achieve "win-win". Banks must fully inspect and screen the corporate culture, technical level, product innovation ability, customer service ability and bank insurance experience of insurance companies. Otherwise, it is difficult to ensure the long-term and stability of bank-insurance cooperation. At the same time, insurance companies should also establish a brand-new market management concept, actively carry out bank insurance business, carefully choose partners, get rid of the passive situation in bank-insurance cooperation, and establish long-term strategic partnership with banks by deepening the cooperation content. On the basis of market mechanism, we will gradually realize the transformation from a simple part-time agent to a "long-term cooperative strategic alliance" by establishing capital ties between the two sides and integrating banking and insurance resources.
(3) Strengthen the training of full-time bank insurance personnel and the construction of customer managers.
On the one hand, taking advantage of the industry advantages of insurance companies in training, we will focus on training supervisors and counter staff at bank outlets. The focus of training should shift from business training to instilling marketing concepts, and strive to improve the awareness of market competition and oral service of bank counter personnel and enhance their sense of identity with bank insurance. Banks should consider establishing a good incentive system for bank employees, and incorporate insurance sales indicators into the performance appraisal system to effectively motivate employees to engage in insurance agency business. On the other hand, actively build a team of account managers. Account managers work for bank branch supervisors and counter employees. Their roles are: organizing training and being responsible for training bank employees in charge of branches in bank insurance business; Sales assistant, guiding and assisting the bank counter staff to handle the underwriting procedures; Consultant, providing consultation and after-sales service for related questions raised by customers and bank employees. It can be seen that people who are qualified for the position of account manager must have good professional ethics and certain language expression and communication skills. Therefore, in the continuous business training, account managers should constantly accept new knowledge, cultivate new ideas and master new skills to ensure the necessary cultural and business quality.
(d) Establish an information network platform to contact both parties.
Using modern network technology to realize the networking between banks and insurance companies is the basic work of developing bank insurance. The development of bank insurance urgently needs to develop a set of business processing system to meet the needs of bank insurance and provide a good technical service platform for business development. Because insurance products need underwriting, information transmission and feedback are very important. Banks and insurance companies should realize networking and improve their business ability and quality. Banks and banks should also work together to establish a database with customers and realize the sharing of customer resources. Make full use of the existing network technology advantages of banks, open up the network channel between banks and insurance companies, and strive to make banks and insurance companies have the same service level, so that customers can get all-round financial services including banking and insurance at one time; It can also make it convenient for customers to carry out various financial investment activities including insurance investment, and it is convenient for customers to make use of banks and insurance information platforms for investment selection and rapid transfer of investment funds. In addition, we should also pay attention to the security maintenance of information network system, regularly check the information network system of bank insurance business, find problems in time, solve them quickly, and ensure their normal operation.
(E) the establishment of product after-sales service system
After-sales service is an important embodiment of insurance function, which directly affects the image of insurance companies and banks. It is necessary to establish a bank insurance after-sales service system, pay attention to innovative services, improve customer after-sales satisfaction, safeguard the reputation of insurance companies and banks, ensure service quality, enable customers to get timely and convenient quality services, and ensure the steady development of bank insurance business. Insurance companies and banks should strengthen cooperation, formulate risk management and risk prevention suggestions for different customer groups according to customer data in the customer data information system, and hand them over to customers through bank outlets or letters. At the same time, the account manager of the bank insurance service center can track and understand the difficulties encountered by customers after purchasing bank insurance products through telephone interviews, e-mails, on-site consultations, etc. , and feedback the customer's difficulties to the insurance company in time. Then, insurance companies provide solutions for these difficult customers to minimize the occurrence of risks. Through meticulous customer service, we can not only reduce the company's compensation costs, but also establish the brands of insurance companies and banks.
(6) Strengthen the supervision of the banking and insurance cooperation business.
Through mutual cooperation, banks and insurance companies will inevitably break through the restrictions of separate operation in various ways, which will increase the difficulty of clear definition and industry supervision of banks and insurance industries. At present, the supervision joint meeting system established by the People's Bank of China, the China Securities Regulatory Commission and the China Insurance Regulatory Commission can be said to meet the needs of the cross-development of financial business, which can not only enable the supervision departments to independently supervise the industry, but also enable the supervision departments to maintain timely and sufficient information exchange and find problems as soon as possible. The regulatory authorities should formulate some favorable measures according to the fait accompli of bank-insurance cooperation, and strive to introduce more written policies on bank-insurance cooperation. The author suggests the following: 1. To establish and improve various laws and regulations and ensure the cooperation between banks and insurance companies, we should pay attention to the mutual complement and coordination of the two systems. 2. We should standardize the existing market and resolutely correct misleading behavior. Strengthen the management of insurance product publicity and information disclosure, improve the comprehensive professional quality of sales personnel, and safeguard the rights and interests of consumers and the reputation of banks and insurance companies. 3. It is necessary to establish a scientific assessment system for the agency business of commercial banks. Improve the existing assessment system and supplement the assessment indicators of intermediary business such as insurance agency business. Strengthen the management of all kinds of intermediary business income to ensure that all business income of commercial banks is true and fully recorded. 4. Strengthen risk monitoring to prevent operational risks. Commercial banks should establish a risk control system, analyze the potential risks of agency business, standardize operational procedures, and effectively monitor and prevent the operational risks of bancassurance business while vigorously developing insurance agency business.
In a word, the essence of bank-insurance cooperation is to enjoy the benefits of financial integration, and the purpose is to achieve "win-win" among banks, insurance companies and customers. The key lies in the integration of financial enterprise resources. Only by strengthening product innovation and improving information exchange can we improve our management level, expand our profitability and remain invincible in the fierce competition.