作為壽險服務業務成功的條件就是服務經營，成功的服務人員必須具備且擁有一套經過深入研究與實質計畫，以便將業務轉化成為成功的經營銷售者。尤其是在這以壽險服務為無形且數位趨勢的時代行業，以目前保險業務銷售通路除傳統業務員及網路行銷外，還包括有保險經紀人、銀行保險電話及電視行銷...等，都紛紛加入戰局。在競爭又多元化管道的環境下，保險業務的銷售已不再僅是傳統保險業務員的專利；保險公司接觸顧客的管道比以往更為廣泛，而且消費者所選擇購買保險商品的比較也比以往更多元化且透明化。服務花朵理論運用在保險服務人員上能確保對保戶的信任與優質的品質服務。保險業之創新行銷通路乃是有別於一般以壽險業務員為主之傳統行銷通路。本文研究之核心概念乃是站在消費者之立場，分析壽險業如何結合服務花朵，創造出更多的服務價值，將有利於提昇其產業持續競爭力。 The core research of this thesis is, standing in the shoes of consumers, focusing on the analysis of how the life insurance industry can combine with the Flower of Service to create more service value. The innovation of marketing channels of the life insurance industry will benefit the industry from enhancing the lasting competitiveness. While dealing with the diversification and internetization of competing trends of the business channels, insurance companies would not only have to understand clients needs and provide personalized and customized services, through increasing the quality of service to maintain satisfaction and loyalty of their clients; but also interact with clients to build trust and capitalize customer value. Hence, the life insurance industry can only seize a preemptive opportunity through establishing benign relationships with clients and well acknowledging their opinions and situations. Developing a new service product is as important as resolving clients complaints and problems. Plus, only through possessing clients critical information can the life insurance companies maintain the bridge of relationships and earn recognition and good word-of-mouth from clients.
