EVENT BASED MARKETING STUDI KASUS TELEMARKETING BANCASSURANCE CARD BUSINESS PAD A PT BANK DANAMON INDONESIA

Meita Indriasari, Dr. lin Maya Sari, M.M., MSi.

2013 | Tesis | S2 Magister Manajemen

Bancassurance adalah kerjasama antara bank dan perusahaan asuransi dalam memasarkan produk asuransi kepada nasabah bank. Pemasaran produk asuransi dapat dilakukan melalui tenaga pemasaran yang ada di cabang Bank Danamon maupun melalui Telemarketing. Bank Danamon memiliki kerjasama dengan asuransi AIA, ACE, Cigna, Chartis, dan Manulife dalam melakukan aktivitas telemarketing bancassurance. Kegiatan telemarketing bancassurance dilakukan untuk nasabah pada segmen Consumer Banking yaitu Retail Banking dan Unsecured Personal Loan, Small Medium Enterprise, dan Card Business. Penawaran kepada nasabah Unsecured Personal Loan dan Small Medium Enterprise baru mulai dilakukan pada bulan Januari 2013 sebagai bentuk perluasan pemasaran. Sampai dengan akhir tahun 2012, telemarketing Bancassurance Bank Danamon hanya dilakukan untuk nasabah pemilik rekening tabungan pada segmen Retail Banking dan nasabah pemegang kartu kredit pada segmen Card Business. Produktivitas telemarketing bancassurance di segmen Retail Banking sudah cukup baik, walaupun tetap perlu ditingkatkan. Lain halnya dengan produktivitas telemarketing bancassurance di segmen Card Business yang masih rendah dan sangat jauh dibawah target yang ditetapkan. Beberapa inisiatif telah dilakukan untuk meningkatkan produktivitas telemarketing bancassurance card business sejak awal tahun 2012, diantaranya adalah dengan menerapkan sistem scoring untuk penyaringan database, dan melakukan kegiatan telemarketing bancassurance card business pada tiga call center yang berbeda, yaitu call center Danamon, call center Manulife, dan call center pihak ketiga. Dari hasil kompetisi ketiga call center, terpilih call center Manulife untuk melakukan kegiatan telemarketing Bancassurance Card Business. Namun produktivitas yang dihasilkan masih saja jauh dibawah target. Asuransi Manulife berencana untuk meningkatkan produktivitas telemarketing bancassurance card business dengan melakukan uji coba penerapan event based marketing pada database nasabah card business. Bila uji coba berhasil maka tidak tertutup kemungkinan event based marketing juga akan dilakukan pada segmen lain di Danamon.

Bancassurance is the cooperation between bank and insurance company to sell insurance product to Bank’s customers. Bancassurance products can be sold by sales forces in the Bank’s branches or through Telemarketing. Bank Danamon has cooperation with AIA Insurance, ACE Insurance, Cigna Insurance, Chartis Insurance, and Manulife Insurance in doing bancassurance telemarketing. Bancassurance telemarketing activities are done for Consumer Banking customers in Retail Banking and Unsecured Personal Loan, Small Medium Ecterprise customers, and Card Business customers. Offer to Unsecured Personal Loan and Small Medium Enterprise just started in January 2013 as one of marketing expansion initiatives. Until end of 2012, Danamon bancassurance telemarketing activities only done for saving account owners in Retail Banking and card holder in Card Business. Bancassurance telemarketing in Retail Banking has shown a good result eventhough developments still needed. In the contrary, bancassurance telemarketing in Card Business show a low and below target productivity. Few initiatives has been taken to improve productivity of card business bancassurance telemarketing since early 2012, include applying scoring system for database screening and doing telemarketing activities in three different call center, which are Danamon Call Center, Manulife Call Center, and Third Party Call Center. After three months competition, Manulife Call Center were selected to do Card Business bancassurance telemarketing activities. However, the productivity still far below target. Manulife Insurance planned to improve Card Business bancassurance telemarketing by event based marketing trial implementation on Card Business customer database. If the trial succeded, it would be possible to implement event based marketing on other segment in Bank Danamon.

Kata Kunci : Event Based Marketing