09/08/2012

Bancassurance - Cch thc kt hp cc dch v ti chnh mt ca hiu qu ?

Bancassurance - Cch thc kt hp cc dch v ti chnh mt ca hiu qu ? Thursday, 19 January 2012 14:47 PHN 1: Gii thiu: Bancassurance ra i Chu u t nhng nm 70 ca th k 20 nh l h qu tt yu t s tc ng ca hng lot cc yu t kinh t-x hi. Bancassurance ngy cng c nh gi l knh phn phi hiu qu i vi cc sn phm bo him; do vy, n v ang dn thay th, b tr cho knh phn phi truyn thng phn phi qua i l v mi gii. ng thi, bancassurance cng c coi l bc i c tnh chin lc ca cc ngn hng. Tuy nhin, khng t tht bi ca bancassurance cng c ghi nhn khp cc chu lc. Vit Nam, vi vic thc thi chnh sch kinh t th trng, bancassurance phi thai hnh thnh t gia nhng nm 90 ca th k XX. Bo him nhn th (BHNT), vi i tng khch hng ch yu l c nhn, thc y mnh m s pht trin ca bancassurance trn th gii v tc ng tch cc n s pht trin ca bancassurance ti Vit Nam.

c mt s bi vit cp v bancassurance, tuy nhin y l vn mi i vi Vit Nam nn cn nghin cu thm. Trong khun bi vit ny, chng ti mong mun cung cp cho c gi mt ci nhn tng th v bancassurance: cc hnh thc, l do ra i, li ch cho cc bn, kinh nghim ca th gii, cc nhn t quyt nh thnh cng, nhng ri ro; s hnh thnh, trin vng, cc nguyn nhn cha thnh cng ca bancassurance ti Vit Nam... Nhng kt qu ca bi vit ny c th ph hp vi nhiu knh phn phi khc. Cc ti liu tham kho c ghi nhn ti cui bi vit v ngun tham chiu c t trong. 1. a. Bancassurance l g ? nh ngha:

C nhiu nh ngha v bancassurance. Sau y l mt s v d: - Bancassurance l mt chin lc c cc ngn hng hoc cc cng ty bo him s dng nhm hot ng trong th trng ti chnh theo cch thc hp nht dch v mc no [1] .
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Bancassurance - Cch thc kt hp cc dch v ti chnh mt ca hiu qu ?

- Bancassurance l vic ngn hng v cng ty bo him hp tc vi nhau pht trin v phn phi mt cch hiu qu cc sn phm ngn hng v bo him thng qua vic cung cp cc sn phm cho cng mt c s khch hng. Tuy nhin, vic phn phi cc sn phm bo him bi cc ngn hng khng phi l c im duy nht ca bancassurance, mc d n , ang v s l c im chnh ca bancassurance. y cn phn bit vic ngn hng phn phi cc sn phm bo him (bancassurance) vi vic cc cc doanh nghip bo him cung cp v phn phi cc dch v ti chnh, ngn hng (assurbanking). - Bancassurance l vic cung cp cc sn phm bo him v ngn hng thng qua mt knh phn phi chung v/hoc cho cng mt c s khch hng (Munich Re)[6]. T cc nh ngha trn, bancassurance c th hiu mt cch gin n nht l vic cc ngn hng tham gia cung cp cc sn phm bo him cho khch hng ca mnh. Vic tham gia ca ngn hng c th nhiu cp khc nhau ty theo hnh thc bancassurance. b. Bancassurance dnh cho sn phm BHNT hay bo him phi nhn th ?

Ngn hng c th tham gia cung cp sn phm BHNT hoc phi nhn th. V d, khi mt ngi vay tin ngn hng mua mt ti sn no (chng hn, mua t), ngn hng c th yu cu ngi mua bo him i vi ti sn nhm m bo kh nng tr n (mt phn hoc ton b) trong trng hp pht sinh ri ro i vi ti sn (vi v d mua t l ri ro chy, tai nn, mt cp). y l s kt hp gia ngn hng v bo him phi nhn th. Ngn hng c th yu cu ngi vay mua bo him t k (term life) m bo vic tr n trong trng hp ngi vay tin cht trc khi tr ht n. y l s kt hp gia ngn hng v bo him nhn th. Tuy nhin, sn phm bo him phi nhn th khng c nhng c im ni bt cho hot ng bancassurance. Trong khi , cc sn phm ngn hng v BHNT c th b tr cho nhau v c hai u hng ti phc v vic tch ly v qun l ti sn ca khch hng. Do vy, cc sn phm BHNT d bn qua ngn hng hn cc sn phm bo him phi nhn th. Hn na, do hp ng BHNT l hp ng di hn nn i hi phi c s tin tng ca khch hng i vi t chc cung cp dch v ny. Cc ngn hng thng c khch hng tin tng rt cao nn c th bn sn phm BHNT mt cch d dng. ng thi, vic bn cc sn phm BHNT i hi phi c s hiu bit r rng v tnh trng ti chnh v nhng yu cu ca khch hng trong khi vic bn hu ht cc sn phm bo him phi nhn th khng cn s hiu bit ny. Thm vo , ngn hng thng c t li th trong vic bn cc sn phm phi nhn th so vi cc knh phn phi khc. Chng hn, vi bo him t, cc ngn hng c t li th so vi cc ca hng bn t. Nhng iu trn gii thch ti sao hot ng bancassurance ngn hng v BHNT li pht trin
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Bancassurance - Cch thc kt hp cc dch v ti chnh mt ca hiu qu ?

mnh m hn rt nhiu so vi bancassurance ngn hng v bo him phi nhn th. c. Cc hnh thc ca bancassurance:

Bancassurance c th c hnh thnh theo nhng cch sau: Ngn hng k tho thun phn phi sn phm vi cng ty bo him, ng vai tr

ngi i din bn hng hoc mi gii bo him cho cng ty bo him; Ngn hng v cng ty bo him nm gi c phn ca nhau (cross shareholdings); Lin doanh: Ngn hng v cng ty bo him cng thnh lp mt cng ty bo him

mi cng kinh doanh. Ngn hng mua (ton b hoc mt phn) cng ty bo him hoc ngc li; Ngn hng thnh lp mt cng ty bo him mi.

Nh vy, xt v mc kt hp gia ngn hng v bo him, bancassurance c th c phn chia thnh cc hnh thc c bn sau: Tha thun phn phi, ng minh chin lc, Lin doanh v Tp on dch v ti chnh. Di y l c im ca mi hnh thc, c trnh by theo mc kt hp tng dn [1].

Ti Chu , tha thun phn phi chim 69% trong cc hnh thc hp tc, lin doanh 17% v 14% cn li l tp on ti chnh, vi khong 85% doanh s bancassurance c thc hin bi nhn vin ngn hng[1]. Ti Chu M La tinh, bancassurance thng bt u bng lin doanh gia mt ngn hng ni a v mt cng ty bo him nc ngoi, sau chuyn thnh cng ty trc thuc bng vic ngn hng mua li c phn ca cng ty bo him. Tuy nhin, ti Chu th khng c m hnh c th. Ti Chu
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Bancassurance - Cch thc kt hp cc dch v ti chnh mt ca hiu qu ?

, CIGNA thc hin bancasurance thng qua s dng hnh thc bn bo him qua in thoi (telemarketing) cng nh hnh thc kt hp gia in thoi v th. Cng ty ny t c thnh cng ln ti Hn Quc, In--n-xia v Thi Lan. Theo kinh nghim ca Allianz, hnh thc hp tc c th khng phi l yu t quan trng i vi s thnh cng ca bancassurance v khng c cch thc hin bancassurance duy nht em li hiu qu [1]. Tuy nhin, trc khi thit lp knh bancassurance, cc cng ty bo him vn cn xc nh chin lc ph hp nht vi mnh cng nh xc nh phng thc phn phi ph hp vi sn phm ca mnh. V phng thc phn phi, cc sn phm cng phc tp th cng cn cc cuc gp g trc tip k kt hp ng; vi cc sn phm n gin hn c th ph hp vi cch thc bn hng qua in thoi (telemarketing), th, internet. i vi nhng khch hng giu c cng cn tip xc trc tip c th t vn cc sn phm trn c s nhu cu ca khch hng. 2. Bancassurance - Nhng con s ng ch

Ti Chu u- ci ni ca bancassurance - hot ng bancassurance t c nhng kt qu ng khm phc. Vic qu na doanh thu ph BHNT c thc hin qua h thng ngn hng khng cn l iu him thy nhiu nc. Ti Php, B o Nha, Ty Ban Nha, cc ngn hng thc hin hn 60% doanh thu ph BHNT, trong Php ni c coi l khi ngun ca bancassurance - c nh gi c hot ng bancassurance thnh cng nht trn th gii vi khong 70% ph bo him c thc hin qua knh ngn hng.

Ti Chu , hot ng bancassurance ra i mun mng hn do th trng ti chnh cha pht trin trnh cao v cn b rng buc bi nhng chnh sch cng nhc. Tuy vy, trong nhng nm gn y, cng vi vic p dng chnh sch t do ho th trng ti chnh, vi h qu l s thm nhp mnh m ca cc cng ty bo him quc t, hot ng bancassurance ti Chu t c nhng tng trng ngon mc nhiu th trng nh Malayxia, In--n-xia, c bit l ti Hn Quc, Hng Kng (xem Hnh 2 di y) vi s thnh cng ca nhiu cng ty bo him. Theo nh gi ca Swiss Re,
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Bancassurance - Cch thc kt hp cc dch v ti chnh mt ca hiu qu ?

n nm 2006, bancassurance c th chim ti 13% tng ph BHNT v 6% tng ph bo him phi nhn th ti Chu [1]. Ti nm 2004, t l khch hng ca ngn hng c hp ng bo him vi ngn hng Chu t 2 -10% trong khi t l ny Chu u l 2530% (theo The Asian Banker, 2004).

Theo nghin cu ca LIMRA [3], nm 2004 trong s dn s M c iu tra, c 47% nhn bit c vic ngn hng bn bo him, trong 54% trong s ny cho bit s cn nhc vic mua bo him qua ngn hng. T l tng trng doanh s khai thc mi ca 10 cng ty bo him ng u th trng M trong phn phi BHNT qua ngn hng nm 2003 l 60% (nh di y).

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Bancassurance - Cch thc kt hp cc dch v ti chnh mt ca hiu qu ?

3. a.

Nhn t thc y s ra i v pht trin ca Bancassurance ? Nhng nhn t thc y s hnh thnh v pht trin:

Bancassurance ra i do s tc ng ca hng lot cc nhn t nh: s pht trin ca th trng ti chnh, s hnh thnh ca cc tp on kinh t, nhu cu v mt dch v ti chnh trn gi ca cng chng, tc ng ca cnh tranh cng nh tc ng ca tin b khoa hc v cng ngh. Nhng ni dung di y s cng c gi i su phn tch mt s nhn t tc ng. Th nht, do nhu cu v dch v ti chnh mt ca. Bancassurance c th p ng nhng khch hng c nhiu nhu cu v dch v ti chnh ch qua mt ca. Chng hn, khch hng c nhu cu vay tin, c ti khon hoc s dng cc dch v khc ca ngn hng, c th tham gia bo him ngay ti ngn hng. Khi tham gia bo him ti ngn hng, vic np ph cng thun tin hn v khch hng c th np ph qua chuyn khon, th ATM, th tn dng Bn cnh , nh cp trn, khch hng c th tham gia bo him ti ngn hng bo m kh nng tr n cho ngn hng trong trng hp c ri ro xy ra i vi ti sn v sinh mng, sc kho ca mnh. Ngoi ra, khch hng cn c th c hng nhng quyn li v dch v gi tr gia tng do s dng ng thi nhiu dch v, chng hn: c gim ph do np ph qua ngn hng, c cung cp th ATM m khng phi tr l ph Tm li, vi bancassurance, khch hng c th
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Bancassurance - Cch thc kt hp cc dch v ti chnh mt ca hiu qu ?

ng thi s dng cc sn phm ngn hng v bo him mt cch thun tin v hiu qu. Th hai, do s thay i khu v ca khch hng. Cc nghin cu trn th gii cho thy, khu v ca khch hng c nhu cu u t ang chuyn t sn phm tit kim n gin sang cc sn phm bo him v cc sn phm phc tp, do vy ngn hng cn phi cung cp nhiu dch v nhm p ng nhu cu a dng v lun thay i ca khch hng. Bancassurance l cch thc c th p ng c s thay i khu v ny. Th ba, do yu cu tit kim chi ph hot ng. Vic s dng h thng cung cp dch v ca ngn hng gip cng ty bo him c th tit kim c chi ph hot ng, qua tng kh nng cnh tranh v li nhun. Trc ht, cng ty bo him c th gim chi ph o to (v i ng nhn vin ngn hng thng c trnh cao, rt am hiu v ti chnh) v c th s dng c s d liu khch hng, quan h ca ngn hng bn bo him. Ngoi ra, cng ty bo him c th tr hoa hng cho ngn hng thp hn so vi tr cho i l hoc mi gii. Tuy nhin, trn thc t Chu , do tc ng ca cnh tranh, cc cng ty bo him thng phi tr cho ngn hng mc hoa hng tng ng vi mc tr cho i l hoc mi gii. Nghin cu 2003/2004 Kehrer-LIMRA [4] v t l th lao/ph nm u theo phng thc phn phi cho thy, knh phn phi ngn hng gip tit kim chi ph nht (Hnh 3 di y).

Theo nghin cu ca Tillinghast[1] nm 2000, t l chi ph phn phi trung bnh/ph nm u ca bancassurance ti Anh l 33% trong khi t l ny ca cc nh t vn ti chnh c lp l 42% v ca knh bn hng trc tip l 78%. y cng cn lu rng, sn phm bn theo mi knh phn phi l khc nhau (dn n t l chi ph phn phi khc nhau) nhng s khc bit ny khng lm mt i gi tr so snh ca s liu nu trn. Th t, thng qua bancassurance, c th s dng uy tn, thng hiu v ngun lc (c s d liu, vn phng, nhn vin) ca c ngn hng v cng ty bo him vo vic
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Bancassurance - Cch thc kt hp cc dch v ti chnh mt ca hiu qu ?

cung cp dch v bo him cng nh tng cng cc dch v ngn hng. Bn cnh , bancassurance cng gip cng ty bo him thm nhp vo nhng th trng cha c khai thc, nht l cc th trng ch c th khai thc c thng qua ngn hng. im ny cng gi ngn hng v cng ty bo him cn phi la chn i tc mt cch khn ngoan nht c th pht huy sc mnh ca mnh v hng li t uy tn, thng hiu ca i tc. Th nm, do tc ng ca cnh tranh lm gim bin li tc (interest margin) ca ngn hng cng nh ca cng ty bo him, i hi ngn hng v cng ty bo him phi a dng ho knh phn phi, a dng ho sn phm nhm to thm li nhun, nng sut, to u th cnh tranh. Cc cng ty gia nhp th trng sau, c bit l cc cng ty nc ngoi, c th phi to cho mnh u th cnh tranh mi ginh th phn. C th thy, vic cng ty Prevoir cng ty BHNT mi thm nhp th trng Vit Nam- tm knh phn phi mi qua h thng bu in Vit Nam l mt v d minh ha r nt trong vic to u th cnh tranh. Bancassurance cng l mt gii php thay th knh phn phi qua i l knh phn phi rt kn ngi m nhiu cc cng ty BHNT trn th gii, c bit l cc cng ty BHNT Vit Nam, ang gp kh khn trong tuyn dng. Th su, s pht trin ca cng ngh thng tin, dch v vin thng gip cho vic lu tr, khai thc c s d liu khch hng, cung cp dch v ngn hng, bo him c nhanh chng, thun tin. Th by, xu hng phi trung gian ha trong hot ng ngn hng v bo him cng l mt trong nhng l do dn n s ra i ca bancassurance. Bancassurance lm gim s ph thuc ca cng ty bo him i vi lc lng i l, mi gii, to ra i trng cn thit cho s pht trin bn vng. Th tm, chnh sch t do ha hot ng ti chnh cho php s thm nhp ln nhau gia hot ng ngn hng v bo him. Bn cnh , xu th ton cu ho cng thc y s hot ng ng ca bancassurance. Th chn, khch hng ngy cng hiu su sc v dch v ti chnh, mc sng ngy cng tng cng l nhng nhn t thc y hot ng bancasurance. b. Ai c hng li t bancassurance ? Nh phn tch trn, cuc hn nhn gia ngn hng v bo him thng qua bancassurance em li li ch cho c ngn hng, cng ty bo him v khch hng. Tt nhin, nhng li ch em li cho cc bn cn ty thuc vo m hnh hp tc. Mt s li ch cho cc bn c th k: + i vi ngn hng: - C thm dch v cung cp cho khch hng, qua tng cng kh nng cnh tranh
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Bancassurance - Cch thc kt hp cc dch v ti chnh mt ca hiu qu ?

ca mnh, tng kh nng duy tr khch hng v thu ht thm khch hng mi s dng dch v ngn hng. Ngn hng c th tng doanh thu hot ng ngn hng t vic cung cp cc dch v ngn hng cho khch hng mua bo him. - Tng thu nhp khng phi t li (non-interest income) thng qua vic thu ph cc dch v ngn hng (ph chuyn khon, ATM, th tn dng), cho thu mt bng giao dch, hoa hng t bn bo him... Ngn hng c th tn dng c s khch hng, mi quan h di hn vi khch hng, h thng phn phi hin thi nhm to ra li th so vi cc knh phn phi khc trong vic phn phi cc sn phm bo him nhm to ra thu nhp n nh. Nghin cu 2003/2004 Kehrer-LIMRA [4] cho thy, bin li nhun t hot ng bn cc sn phm bo him nhn th, sc kho ca ngn hng tng ng vi bin li nhun t vic bn cc sn phm u t. - Tng nng sut hot ng ca nhn vin ngn hng thng qua vic cung cp thm cc sn phm bo him, do vy gip gim chi ph c nh mt cch tng i cho ngn hng. ng thi, cc nhn vin ngn hng cng c thm ng lc v thu nhp. Ngoi ra, vn ho bn hng thu nhn c trong hot ng kinh doanh bo him s tc ng tch cc tr li i vi hot ng kinh doanh ca ngn hng, nng cao cht lng dch v ngn hng. - Tng cng thng hiu v uy tn ca mnh trn th trng. ng thi, to thm nng lc i mi, gim bt s bin ng ca li nhun theo thi gian (profitability volatility) do kh nng sinh li ca ngnh ngn hng v bo him thng bin ng khng theo cng mt chu k. Thm vo , bancassurance gip gim vn theo ri ro (risk-based capital) ca ngn hng. - Vic cung cp cc sn phm bo him gip gim thiu ri ro khng thu hi c n ca ngn hng i vi cc khon cho vay (nh cp phn 1.). - Gip tng ngun vn huy ng ca ngn hng t ph bo him. C th thy trong cc tha thun hp tc ca cc cng ty BHNT Vit Nam vi cc ngn hng u bao hm tha thun u t tin hoc ph bo him thu c vo ngn hng. + i vi cng ty bo him: - Bancassurance to ra ngun khch hng mi, c hi cho cc sn phm mi v tit kim chi ph nh quy m ln. Cng ty bo him c th tip cn v s dng ngun d liu rt ln v khch hng ca ngn hng, qua gim chi ph phn phi sn phm. C th thy, nhng khch hng ca ngn hng l nhng khch hng tim nng ln i vi cng ty bo him v h thng c thu nhp trung bnh kh tr ln v t nhiu c thi quen s dng dch v ti chnh. - a dng ha knh phn phi, tng cng kh nng cnh tranh nht l trong giai on th trng bo ha, ngi khn ca kh, ng thi gim bt s bin ng ca li nhun theo thi gian. - Bn cc sn phm ngn hng cho khch hng tham gia bo him, qua gip gim thiu ri ro pht sinh t vic giao dch bng tin mt, gii quyt tt bi ton thu ph, thanh ton quyn li bo him bng tin mt. i vi cc nc m ngi dn c thi quen
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Bancassurance - Cch thc kt hp cc dch v ti chnh mt ca hiu qu ?

s dng tin mt cao nh Vit Nam iu ny v cng c ngha. Thc t cho thy, cc cng ty bo him, c bit l cc cng ty BHNT Vit Nam, chu ri ro ln trong vic qun l tin mt trong qu trnh thu ph, gii quyt quyn li bo him (mt cp, tin gi, nhm ln, bin th) v phi gii quyt bi ton rt ln v t chc lc lng thu ph bo him. R rng, bancassurance gip gim bt s l thuc ca cng ty bo him vo h thng i l, mi gii. - Tng cng thng hiu v uy tn ca mnh trn th trng thng qua vic s dng uy tn v thng hiu ca ngn hng v trn thc t, h thng ngn hng thng c uy tn rt ln trong i sng kinh t-x hi. + i vi khch hng: Khch hng c s dng cc dch v ti chnh trn gi qua mt ca vi chi ph thp hn v thun tin hn. Khch hng c th qun l ri ro tt hn v hoch nh ti sn hiu qu hn. ng thi, khch hng c th c hng thm cc dch v gia tng khc. Bn cnh , khi mua bo him ti ngn hng khch hng c th c thm nim tin v c thm mt ngi na bo lnh uy tn cho cng ty bo him. Khch hng cng c th c hng li t chnh sch u i thu ca nh nc. 4. Nhng yu t quyt nh s thnh cng ca Bancassurance + Xc nh m hnh hp tc ph hp v c mc tiu r rng Ty theo iu kin ngun lc ca hai bn v trnh pht trin ca th trng m hai bn c th xc nh cho mnh m hnh hp tc ph hp. Tuy nhin, nh cp phn 1., m hnh hp tc khng phi l yu t quan trng nht quyt nh s thnh cng ca bancassurance. + Sn phm ph hp Trc ht, hot ng bancassurance thnh cng cn phi c chin lc sn phm ph hp. Theo Allen J. PathMarajah [2], m hnh kinh doanh hp l nht l bt u bng cc sn phm n gin. Vic p dng sch lc ny s gip cp nht thng tin khch hng, phn on c s d liu khch hng thc hin marketing hiu qu hn v thu c li nhun vi vic u t t v ri ro thp. Sau , c th m rng m hnh ny vi cc sn phm khc. Sn phm phi c la chn mt cch tht k cng v phi c s ng thun ca c hai bn: ngn hng v cng ty bo him. Theo Muguel Alferieff Ph ch tch khu vc chu ca SCOR Vie, t kinh nghim ca Php, giai on bt u ca bancassurance, sn phm bo him nn c c im gn vi hot ng chnh ca ngn hng, sau c th a dng. iu ny lm cho khch hng v lc lng bn hng d dng hiu c sn phm. Vic bn sn phm vi t quyn li gip c th a ra mc ph thp v c th p dng quy trnh nh gi ri ro v quy trnh marketing n gin v chuyn bit. iu ny ph hp vi bc u trin khai v ngn hng cha c nhiu kinh nghim v iu kin thc hin vic nh gi ri ro mc cao. ng thi, phi lun lun lng nghe nhu cu ca khch hng. Cuc hp nm 2004 ca SOA (Society of Actuaries of America) a ra nhng nh gi
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Bancassurance - Cch thc kt hp cc dch v ti chnh mt ca hiu qu ?

v mt sn phm ca hot ng bancassurance th trng M nh sau: Ngn hng c th phn ng k i vi sn phm nin kim c nh (fixed annuities). Doanh s bn ca ngn hng i vi sn phm nin kim bin i (variable annuities) ngy cng tng. Doanh s bn ca ngn hng i vi sn bo him nhn th vn cn hn ch. Ngn hng tham gia vo lnh vc bo him ti sn v thng tt mt cch thn trng (theo Ernst & Young). Qua nghin cu hot ng bancassurance trn th gii cho thy, ngoi cc sn phm bo him truyn thng, cc cng ty ngn hng bo him (bancassurer) cn bn c cc sn phm khc nh nin kim bin i

Tuy nhin, cng ging nh bn sn phm bo him qua cc knh khc, vic bn sn phm qua knh bancassurance cng i hi vic o to, marketing, cc bin php khuyn khch, chnh sch th lao, quy trnh nh gi ri ro ph hp. + Thc hin phn on th trng tu theo hnh thc hp tc, cch thc bn hng (qua i l, qua nhn vin ngn hng, qua th) v theo sn phm. Theo nghin cu ca LIMRA [3], tui cng thp th kh nng mua bo him qua ngn hng cng cao. Trong s nhng ngi nhn bit c vic ngn hng bn bo him, vi tui t 1834 kh nng mua bo him qua ngn hng l 34% trong khi vi tui t 65 tr ln kh nng ny l 17%. L do l v, nhng ngi tui cao bo him kh y v c quan h bn vng vi cc nh t vn ti chnh (chng hn, i l bo him), c xu hng a thch knh phn phi truyn thng. im ny s c trnh by r trong phn 5. di y qua kinh nghim ca Prudential. Nghin cu 2003/2004 Kehrer-LIMRA [4], trong ph bo him ca hp ng mi bn qua ngn hng ph mt ln c xu hng ngy cng chim t trng ln (Hnh 5).
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Bancassurance - Cch thc kt hp cc dch v ti chnh mt ca hiu qu ?

+ La chn i tc ph hp: Vic la chn i tc ng vai tr tin quyt i vi s thnh cng ca bancassurance. Trc ht, vic la chn i tc c uy tn, thng hiu tt gip cc bn c th pht huy v b sung cho uy tn, thng hiu ca mnh. Tuy nhin theo quan h bin chng, vic thc hin bancassurance khng tt c th nh hng tiu cc n uy tn, hnh nh ca cc bn tham gia. Tip n, cn chn i tc cn c ngun lc (con ngi, c s d liu, khng gian) tt c th trin khai bn bo him. Nh vy, hai bn cn hiu r v kh nng v im mnh ca nhau. Khi tm kim i tc, cc bn hp tc - ngn hng v cng ty bo him- cng cn phi xc nh r s c yu cu thay i trong vn ha kinh doanh ca cc bn. V hp ng hp tc, theo Ahn Jae-Hong [2], cc quyn v ngha v trong hp ng bancassurance cn c xc nh r v khng bao hm s thay i n phng. Quan h gia cng ty bo him v ngn hng ging nh quan h gia cng ty bo him v i l. Ngn hng i din cho cng ty bo him bn sn phm. Cc iu khon v thi hn hp ng, thi hn thng bo ti tc hoc hy b, hoa hng, hoa hng ti tc, phn chia li nhun, vic s dng d liu khch hng v thng hiu cng nh vic pht trin cc sn phm bancassurance, tnh c quyn v qun l ti sn cn c th hin r trong hp ng. + u t cc ngun lc ph hp, bao gm: c s vt cht (khng gian, my tnh), ti chnh v con ngi c th thc hin c bancassurance. + C s cam kt mnh m t hai pha, c bit s ng h mnh m ca cc nh lnh o cao cp ca hai bn. ng thi, nhn vin ngn hng cn c tinh thn thi
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Bancassurance - Cch thc kt hp cc dch v ti chnh mt ca hiu qu ?

phc v- vn ho bn hng, vn ho dch v- p ng cho vic bn bo him. Ngn hng phi lm quen vi vn ho bn hng, vn ho dch v c th bn bo him. im khc bit gia ngn hng v cng ty bo him l khch hng ca ngn hng thng tm n ngn hng yu cu sn phm, dch v ngn hng trong khi cc cng ty bo him phi i tm khch hng bn sn phm. Bn cnh , sn phm bo him thng phc tp hn rt nhiu so vi sn phm ngn hng v trong kinh doanh bo him, dch v khch hng ng vai tr rt quan trng. + X l tt cc mi quan h v mu thun trong hp tc Ngn hng cn sn sng chp nhn s thay i, c bit trong thay i vn ho kinh doanh. Khi tin hnh bancassurance, cc bn cn phi vt qua s mu thun v cc mc tiu, khch hng. Vic cung cp cc sn phm bo him qua ngn hng c th dn n s mu thun v c s khch hng v sn phm bo him c th thay th cc sn phm ngn hng mc nht nh v ngc li. + Php lut iu chnh ph hp. Ti Hng Kng v Singapore, hai th trng khng c quy nh gii hn v hot ng ca bancassurance, cc ngn hng t lu thc hin bancassurance v t c nhng kt qu rt ng ch . Ti Nht Bn, t thng 10/2002, sn phm nin kim c php lut cho php bn qua ngn hng v doanh s bn ca sn phm nin kim bin i qua ngn hng tng ln mt cch t bin [9]. Trong khi ti mt s nc Chu nh Trung Quc, do s gii hn ca php lut nn cc ngn hng ch c th ng vai tr ngi phn phi cho cng ty bo him [10]. Ti M, trc nm 1999 hot ng kinh doanh bo him khng c ngha quan trng i vi ngn hng v BHNT khng phi l gii php chin lc ca phn ln cc ngn hng M. Vi s ra i ca o lut Gramm-Leach-Bliley, doanh thu hp ng mi ca sn phm nin kim (annuity) qua h thng ngn hng chim t trng 17% trong tng s doanh thu sn phm mi ca tt c cc knh phn phi. Hin nay cc nc Chu , c mt xu hng rt r l nh nc ang tch cc thc y s hnh thnh ca bancassurance do cc l do sau: - Hot ng ny thnh cng rt ln Chu u; - Bancassurance gip tit kim chi ph, qua tng li ch cho khch hng; - Khuyn khch cc cng ty bo him a dng ho knh phn phi; - Ph hp vi tin trnh hi t ca dch v ti chnh;

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Bancassurance - Cch thc kt hp cc dch v ti chnh mt ca hiu qu ?

- Cung cp cho khch hng nhiu s la chn; - Kh nng ca cc t chc ti chnh trong vic da dng ho lnh vc hot ng ngy cng tng; bancassurance gim bt s bin ng thu nhp ca ngn hng, gip ngn hng c th tip cn ti ngun vn b sung [11]. Tuy vy, bancassurance cng to ra thch thc cho cc c quan qun l. l: - Khng c nguyn l c bn hoc tiu chun thng nht trong qun l bancassurance. Chng hn, ti n ngn hng ch c th hp tc vi 1 cng ty bo him trong khi Hn Quc v i Loan khng p dng rng buc ny. - Cc quyn bo v b mt i t; - Vic tnh trng lp vn php nh; - Xc nh c quan qun l hot ng bancassurance. C quan qun l hot ng ngn hng hay c quan qun l hot ng bo him ? - Vic gii quyt tranh chp ca cc bn trong hot ng bancassurance; - Cc yu t mang tnh chnh tr nh: bo v cc cng ty ni a v cc cng ty nc ngoi c kh nng cao hn trong vic thc hin bancassurance; bo v cc cng ty bo him khi s ln t ca cc ngn hng. + C s tr gip ca h thng v cng ngh: Cn c s tham gia ca cng ngh nhm p ng cc yu cu bn bo him ca nhn vin ngn hng, cn c h thng qun l c s d liu khch hng, nh gi ri ro v pht hnh hp ng bo him ti ch. + Thc hin o to y vi chng trnh ph hp cho nhn vin ngn hng tham gia bn bo him. + T chc tt vic thc hin v qun l bancassurance, chnh sch i ng tho ng cho nhn vin ngn hng bn bn bo him. * V d minh ha: Lin doanh gia AXA v Bank Mandiri [12] Thng 1/2003, AXA Asia Pacific Holdings k hp ng lin doanh vi Bank Mandirimt ngn hng ca In--n-xia. AXA Life Indonesia, chi nhnh ca AXA Asia Pacific Holdings l ngi trc tip tham gia lin doanh.

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Bancassurance - Cch thc kt hp cc dch v ti chnh mt ca hiu qu ?

+ Mc tiu ca lin doanh: - Xy dng knh phn phi mi. C th: . Gip AXA a dng ho knh phn phi; . Gip Bank Mandiri tng thu nhp t thu ph dch v v qun l khi ti sn ln hn ca khch hng; . Gim chi ph phn phi v tng li nhun kinh doanh. - Thit lp knh phn phi thay th vi t cch mt thc th c lp tp trung thc hin v b tr cho knh phn phi hin ti cng cc on th trng mc tiu mi. - p dng mt c cu mi hon ton Tr s chnh ng h, tin tuyn bn hng v qun l bn hng. - Pht trin mt quy trnh tuyn dng hiu qu nhm thc hin cc mc tiu y tham vng mi. - Xy dng Hc vin Bancassurance thc hin vic o to vi trnh cao nht. - To lp quy trnh bn hng theo c cu v qun l bn hng. - Xy dng chin lc th lao v qun l hot ng nhm thc hin nhng ng x v hot ng mong mun. - m bo vic qun l nghip v v cng ngh thng tin phc v vic khai thc mi. + Kt qu thc hin:
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Bancassurance - Cch thc kt hp cc dch v ti chnh mt ca hiu qu ?

- Lin doanh c thnh lp vo qu 4/2003. - Ngn hng cung cp cc sn phm bo him mang tnh bo v v cc sn phm u t. - Nhn vin ngn hng c o to cc k nng c th c th thc hin qu trnh bn hng. Nhm bn hng ti chi nhnh v chng trnh qun l bn hng tip thm nng lc bn hng cho ngn hng. - Tt c nhn vin bn hng v qun l bn hng c o to 4 tun vi cc k nng, kin thc pht trin kinh doanh. Bn cnh , h cn c o to lin tc. - Nhm bn hng tng nhanh chng v s thnh vin. - Thnh lp trung tm o to chuyn bit (AXA Mandiri Financial Services Bancassurance Academy) o to k nng v kin thc pht trin kinh doanh. - Cc ti liu o to c xy dng da trn cc tp qun quc t v vic o to c thc hin bi cc nh o to quc t. - Lin doanh t c kt qu ngon mc: n qu I/2004 ng th 7, qu II/2004 ng th 5 trn th trng v th phn, vi th phn n qu II/2004 chim 5%. Ht Phn 1. Mi cc bn n c tip Phn 2.

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