THE ESSENCE OF EFFECTIVE COMMUNICATION SKILLS FOR LIFE INSURANCE AGENTS AND ITS IMPACT ON CONSUMER BUYING BEHAVIOR (A STUDY OF THE NORTH EAST INDIA)
Keywords:Communication skills, relationship building and consumer buying behavior, Life insurance branding, Training and Development, Employable Skills, Insurance Agents
Today in the world of insurance market, communication skills have becomes very crucial and they play a vital role in branding the life insurance product, building true value and decision making, satisfactory service, eventually yielding to high revenue and enhancement in market penetration Development of effective communication skills is very essential, mostly in the North East India, where multiple linguistic are diversely scattered. This paper highlights the framework for developing and sustaining curricula to enhance communication skills for the agents operating both in the rural and urban area. Also, these curricula can serve as a conduit for encouraging the educated unemployed to choose a career path or self-employability. On the other hand, through effective communication, the agents can enhance their performance, effectively determine consumer buying behavior and healthy customer relationship can be established between the agent and the consumer. We can say that the success of any insurance market is credited to the smart and hard work of the field agents or advisors. In other words, the agents represent the face of the organization.
Objectives of the study:
- Identification of communication domain for life insurance agents.
- Enhancing and managing relationship between insurer and policy holder.
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