GUIDELINES FOR DEVELOPING THE COMPETENCIES OF LIFE INSURANCE AGENTS: CASE STUDY OF REPRESENTATIVE OFFICE OF KRUNGTHAI-AXA LIFE INSURANCE PUBLIC COMPANY LIMITED, NUANCHAN BRANCH BANGKOK

Abstract

The research article aimed to 1. Analyze general conditions 2. Study the competency and 3. Recommend the guidelines to develop the competency of life insurance agents of Krungthai-Axa Life Insurance Public Company Limited, Nuanchan Branch, Bangkokม conducted by the qualitative research, collected data from 8 key informants with structured in-depth-interview script.   

The results revealed as follows: Strengths; Agents had good personalities and images, provided complete and correct information, introduced products to meet the true needs, had knowledge of products from different insurance companies; being ready to provide services by convenient and quick tools, and set their goal for career advancement. The competency of life insurance agents was divided into 3 aspects as follows: Knowledge: Products and conditions of each type of insurance must be learned, including those of other companies. Being knowledgeable of all involved matters. Skills: Communication skills were required, along with sales presentation as per client needs, being open-minded, sales closing, responsive to conflicts, and after-sales service. Attitudes; the agents must have positive attitudes; being optimistic; have love and faith in their job; and have self-confidence.