There are three important factors that create the key to Allianz’s success with its policyholders. The first factor, is to be customer focused, and know well the customer’s expectations. The second, is delivery, that is the capability to deliver the product and service through an integrated concept of “customer service behavior”. And the third factor, is effective processing, with the objective of lessening complexity, attain rapid service, and find innovative ways to reach out to the customers, (such as text messaging).
Jens Reisch, President Director of Allianz Life Indonesia, stated that for Allianz, a company offering intangible products, service is the most essential aspect of the business. A relationship should be based on continous trust, and if a claim arises, it should be delivered and should create a moment of truth. Because of the importance of service, Allianz seeks to give service beyond expectations.
Service is a key factor in the insurance industry. Selling an insurance product takes time, because of the nature of the industry, a long-term relationship has to be built based on trust. “Imagine, that we sell our products for terms as long as 15 to 20 years, therefore trust in the company is very important. Allianz is an international name, that is why our commitment is to never go below a customer’s expectations”, said Jens Reisch.
“The insurance business is an emotional business, for example for the health insurance products. The way we distribute and communicate the product to the customers should put them at ease and feel comfortable. That is why we decided to have our own “hotline” and not outsource it.” Jens added. This action was taken to reinforce the customer service.
Allianz now has 44 sales offices throughout Indonesia, serving approximately 160,000 life insurance policyholders and 200,000 health insurance policyholders; however at times it is still difficult to get in touch with far-reached customers. And it is important to be able to communicate especially for premium payment. Therefore, most Allianz staff have been trained to communicate well without imposing on the customers. One way is by text messaging. This medium is found to be neutral, does not incite emotions, and the policyholder will be able to respond at their leisure.
“We have allocated 5%-7% of our revenues for human resources development and training. Because we feel that the way we communicate with our customers determines the quality of service.” added Jens.
Another important factor is the claim. This is the most emotional part of the insurance business. When a claim arises, and the staff is facing the customer, the staff should be sensitive to the sadness that the customer is enduring. This is where Allianz should pay all claims, and if all data is complete, the process will only take 3 to 4 days.
Pro-active actions are also taken, for example, during the Yogya earthquake, Allianz sent their people wearing easily recognizable shirts, so policyholders can immediately spot them. Allianz did not wait for people to come to submit their claims.