THE IMPORTANCE AND PERFORMANCE ANALYSIS OF AGENT COMPETENCIES (Case Study: PT. Prudential Life Assurance)

Abstract

Abstract: The success of the Life’s Insurance Company is influenced by the performance of the sales agents inside. Based on the previous related research about the agent competencies, researcher determine the most important five attributes in agent competencies to measuring the customers satisfaction to their performance, namely: Performance (Reliability), Cooperation (Credibility), Guarantee (Security), Personal Skill (Ability), and Experience. (1) Personal Skill (Ability) is located in the quadrant I “Concentrate Here” (very important to employees, but performance levels are fairly low); (2) Guarantee (security) and Cooperation (Credibility) are located in quadrant II “Keep up the good work” (very important to employees, and at the same time has a high level of performance in these activities); and (3) Experience and Performance (Reliability) is located in the quadrant III “Low priority” (low importance and low performance).

Keywords: Importance Performance Analysis, Agent Competencies, Personal Skill (Ability), Guarantee (Security), Cooperation (Credibility), Experience, Performance (Reliability).