Integration System for Insurance E-Channel Based on Attributes Positioning

To obtain maximal channel benefits, a clear attributes positioning is the base for channel integration system. Based on our empirical work, a CSSM (communication, services, sales and management) frame of attributes positioning for insurance e-channel was presented, and then the characteristics and comparative advantages of insurance e-channel were summarized. After that, AHP method was used to judge the priority of these four attributes, and a formula was put forward to answer the question of when and how to integrate the sale attributes of e-channel with traditional agent channel, since the attribute of sale channel was less important than other three attributes. The integration process took several factors into accounts, which include policy price, unit cost, product value given by customers, preference degree of customer in e-channel, and cost coefficient at some channel advantage. The possible difficulties and targeted routes were suggested to speed up the integration between insurance e-channel and offline agent channel.