随着呼叫中心电话销售在金融保险业的广泛应用,国内保险电话销售团队规模迅速

扩大,上千电话销售坐席的团队屡见不鲜,大量的电话销售一线员工的招募,使得新进

电话销售人员的培训成为行业关注和讨论的重要话题。.

本文回顾了国内外各种学者对于员工培训效果评估的相关理论和现状研究,发现他

们目前对于新进员工的培训效果评估研究介绍不多,涉及到金融保险业电话销售特性的

新进员工培训效果的评估更是罕见。

因此,本文以新进员工培训效果的评估为基础,选定了金融保险电话销售一线新进

员工为研究对象,通过问卷调查,深入访谈,课堂观察等方法对美亚保险公司电话销售

新进员工培训效果进行评估。同时,结合笔者对于培训效果的评估理论学习,采用了定

性和定量相结合的方式,就美亚新进员工培训效果评估过程中发现的一系列问题进行深

入探讨其产生的原因。通过对培训需求分析、培训方案设计、培训实施和培训效果评估

的系统过程分析研究,本文结果表明:电话销售一线新进员工的培训需求不能仅从岗位

和公司的角度考虑,更多的要加入新进员工角度的培训需求,考虑到新进员工组织社会

化早期适应性的情况,同时,在新进员工培训的形式上要结合新进员工人口统计变量等

特点,加强培训效果追踪,才能带来更好的新进员工培训效果。希望能对保险电话销售

培训效果的理论和实践研究提供一定的借鉴意义。

关键词:保险电话销售;新进员工培训;培训效果的评估;培训满意度调查

Abstract

Along with telemarketing applied in Financial Insurance gradually, thousands of seats of

telemarketing teams are normal in China insurance industry. The popular topics regarding on

telesales recruitment and new employees training have been attended.

The theory and fruit of the evaluation of training effect done by professionals within our

country and aboard are summarized in this thesis. And found there were few comprehensive

on new employees training effect evaluation and rarely seen the training effect evaluation on

insurance telemarketing new employees.

Therefore, based on new employees training effect evaluation,this thesis takes insurance

telemarketing sales as a research object. Through questionnaire survey, interview new

employees and classroom observation, I did AIG telemarketing team new employees training

effect evaluation. Integrated the theory deep study of training effect evaluation with

qualitative and quantities method, I found a series improvement space of AIG existing

training process and probing some reasons as well. Through systematically training needs

analysis, training project design, training project implementation and evaluation, this research

shows that the training needs of new employees of telemarketing sales are not only on

position and company angle, but also on new employees view, especially new employees’

adaption of early organizational socialization. As the same time, I found the style of new

employees training would be bond with the feature of new employees’ demographic

variable. And the better way is to enforce training effect tracking. I hope that would be useful

of insurance telemarketing training effect evaluation on theory and practice.

Keywords: Insurance telemarketing, New employees training, The evaluation of training

effect,Training satisfaction survey