Providing better services and support to policyholders will increase the insurer’s market share
According to the financial news report According to the public relations of Saman Insurance Company, Mohsen Asgari, Director of Customer Affairs of Saman Insurance Company, referring to the lack of compliance with the principles of customer orientation and quick response to improve customer experience in the insurance industry, stated: Any insurance company that provides better service and support to customers Kand can undoubtedly gain more market share for himself.
Saying that the knowledge of insurance is not universal in the society, Asgari said: many insurers or customers who use insurance services do not have enough information about the guidelines, laws and legal frameworks, and when damage occurs, they think that at the time of damage Full service compensation happens, they refer to the insurance company to receive damages.
He added: This lack of knowledge causes prejudice and dissatisfaction between the policyholder and the insurer, and on the other hand, the insurance industry does not have a long-term marketing and comprehensive vision for the customer, and it also does not have adequate response and support for the policyholders in the long term.
The customer affairs manager of Saman Insurance Company believes that the increase in competition between insurance companies will lead to a stronger presence of insurance companies and will increase the bargaining power and customer choice.
Asgari stated: In the past, due to the exclusivity of the insurance service provider, the unsatisfied policyholder had to choose the same insurance company again, because he could not receive services from another company, but the presence of different insurance companies and platforms Virtualization has made the insurance industry think more about customer satisfaction and loyalty.
Referring to the importance of creating satisfaction in insurance industry customers, he said: With the lifting of sanctions and the presence of foreign insurance companies in the country, it will be a concern for current insurance companies in terms of marketing, and currently, any insurance company that provides better service and support to offer to the customer, he can undoubtedly gain a greater share of the market for himself.
Saying that the insurance industry is in a period of transition in terms of thinking and culture, the customer affairs manager of Saman Insurance Company explained: The first and foremost thinking is in the direction of customer satisfaction and in a customer-oriented manner, which seeks to create customer-oriented principles and optimal marketing indicators. It has become an industry and is trying to make good things happen in the insurance industry.
Asgari continued: The second thinking is related to the traditional generation, but with technical experience in insurance services, which exist in the insurance industry with the power of influence and the majority. And the customer-oriented and customer-oriented view has a lesser role in their view and performance, on the other hand, the third thinking is located in the middle, which means that it cannot be said that it is traditional and experienced, nor is it based on customer-oriented principles.
He believes that the thinking of the new generation is receptive to changes and reaching optimal conditions of productivity, but on the other hand, the traditional and experienced generation is very resistant to changes, so we can only hope for the creation of the fourth generation and thinking, which is cultured, educated and committed. The transformation of the organization towards the changes in the executive processes and the creation of organizational transformation, towards marketing goals and compliance with the principles of customer orientation and customer orientation, led the industry to customer orientation.
The customer affairs manager of Saman Insurance Company stated: the insurance industry is dependent on procedures and instructions that require experienced people, and with the arrival of the new generation, the old and traditional generation cannot be easily abandoned, just as the banking industry could not, although there are differences between the industry There is insurance and banking.
Asgari said: In the banking industry, the payment and receipt rules are concrete for customers, but the insurance rules are not concrete for policyholders and customers and are still ambiguous. For this reason, the insurance industry needs traditional and experienced people much more than the banking industry. But at the same time, the organizational structure of the insurance industry can be such that in decision-making axes, traditional people are less prominent and modern people are more prominent.
He admitted that in service-oriented industries such as insurance, companies can be successful in turning threats into opportunities, and the presence of emerging Internet companies in the insurance industry was a push for insurance companies.
The customer affairs manager of Saman Insurance Company continued: In emerging internet companies, customers can directly compare and choose their desired insurance product without spending much time, so these companies have increased the power of bargaining and customer choice.
Asgari continued: the above issue was a threat for insurance companies because any company or organization that cannot change itself with business changes will soon face problems and will be removed from the business scene, at the same time the conditions The above was an opportunity for the agile insurance companies to grow alongside the new companies and enter the path paved by these newcomers.