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Kyiv, March 3, 2010 - lost because of the crisis and low insurance culture of trust insurers may be revived thanks to the real benefits, strong leadership, foreign capital and an open information policy of insurance companies - PRAVDA Research, Pillar | Hill & Knowlton.

 

March 3, Kiev, the press center of "Ukrainian News" research company PRAVDA Research in partnership with the PR-agency Pillar | Hill & Knowlton and the magazine "Banker" presented the results of marketing research "level of consumer confidence in insurance companies and the insurance industry as a whole. "Method of research - focus group discussions with users of insurance services (age groups: 25-35 / 36-51). Moderator of the round table discussion was the Chairman of the Council of the League of Insurance Organizations of Ukraine Alexander Filonyuk.

 

The round table was attended by representatives of a number of Ukrainian and international insurance companies, banks, financial advisers, representatives of relevant organizations and the media.

Filonyuk Alexander, Chairman of the Council of the League of Insurance Organizations of Ukraine: "In our professional practice we often face the problem of balancing of interests between insurance companies and insurance consumers. In general the imbalance in the relationship "insured - the insurer" arises from the fact that market players do not adhere to the principle of social partnership. Business sector and partly state regulatory structures refuse to hear and listen to the needs and wishes of the "rank" of the insured. As a representative profile the organization, I am confident that this study will help the market get to know their consumers, understand their needs and expectations. That will qualitatively improve the relationship between the client and the insurance company. "

Mila Verbova, project coordinator, Pravda Research: "Many customers of insurance companies signing a contract do not fully understand their rights and duties. Of course that affects the level of confidence. Most respondents called "barrier" to building trust and inadequate or lack of explanatory talk of responsible manager of an insurance company regarding risks and availability of services. "

 

Svetlana Paveletskaya, executive director of the PR-agency Pillar | Hill & Knowlton: «Clients - one of the key target audiences of the company. Successful companies from different business segments have already learned to build their relationships with consumers on the principles of open dialogue, listening to their opinions and actual needs. The study reiterated that to date the insurance market is experiencing a crisis of confidence on the part of consumers. And it is from insurance companies depends on whether this crisis is prolonged. To gain and retain consumer confidence, companies should assume partial responsibility for education customers through active outreach policy to the peculiarities of insurance and its services.

Marina Guz, director of Pravda Research: « financial companies that stayed afloat and which have reformed their work primarily to retain the trust and better serve our customers, considering customer needs and changing market conditions."

 

Main results:

 

 1. The level of trust and satisfaction with the quality of insurance policyholders are conventionally divided into three categories: disappointed (who had a negative experience with the IC); doubters (not having any negative or positive experience) and loyal (having a positive experience with the IC, are mostly loyal customers of one IC).

 2. The main barriers to choosing the IC. Depending on the "category" of users insurance services (see above) distinguish the following barriers: changing owner of the company, the percentage of insurance payments (with a very high percentage is considered as a drawback, since then the company will be less working capital to carry out activities); proven facts defaults on insured events (including the loud and discussed), the lack of interesting offers, loyalty program for regular customers.

 3. The main reasons for choosing the IC. Choosing the IC can be divided into four stages. At each stage, the user draws attention to the different characteristics and motives for choosing the IC. Step 1 - Collecting primary data: recommendations of relatives, relatives, acquaintances, information in the media, the Internet space (forums and blogs), the presence of communication activity (PR, advertising). Step 2 - the analysis of information received: conclusions about the reliability of IC (how long the market, who is the owner, as developed by the regional network and customer base, what is the cost of services, a variety of proposals, etc.). Step 3 - Personal Contact: Call the company or personal meeting (impressions on the professionalism of staff, the availability of "decent" office, understood the conditions of insurance). Step 4 - decision. At this stage, depending on the sound data and emotional impressions received on the three previous stages, comes awareness, trust in people IC or do not trust.

 4. In connection with the crisis policyholders have been paying more attention to the following factors: the presence of foreign capital in the company; detailed study of the history of the company, its connection with the banking sector (for respondents characterized by reduced levels of trust in large companies - holdings because of their close association with the banking sector); estimate the history of relations company with clients.

 5. Information activities - one of the key factors in the formation of knowledge and confidence in the IC. It is best laid in memory of "unconventional", "special" conditions, bright logo, and memorable slogan. On the positive image of the company operates in an open information policy - an opportunity to learn information about the company's management from public sources, presence of "friendly" and the "live" site.

 6. How to keep customers. In this context most respondents agreed that customer retention should be timely payments, plus professional staff. Many respondents noted that management took a decision to refuse services to the IC, where senior managers showed passivity and unwillingness to help.