12 BRANDWORLD NEW DELHI | TUESDAY, 15 AUGUST 2017 1>

Customers expect morefrom insurers, bankersSUBRATA PANDAMumbai, 14 August

U ntil a few years ago,insurance companiesandbanks in Indiahad

a fairly firmgriponwhat theircustomerswanted. If it were abank, customers were big onthenumberofbranches ithad,what was its reputation in themarket and so on. And forinsurance companies, it waslargely about recommenda-tions from friends and family.However a number of surveysconducted to gauge loyalty,performance and price con-siderations in financial prod-ucts during 2016 showed thattimes have changed signifi-cantly and companies need awholenewset of imageboost-ers to lure, retain and engagetheir customers.

The Kantar IMRB surveytitledCustomersaren’thappilyever after says that be it bank-ing or the insurance sector,consumers now are moreaware ofwhat they are buyingthan they were, say few yearsago. The availability of moreoptions, a more customerfriendly approach by compa-nies and better distributioninfrastructure has led to amore evolved buying experi-ence. And that has in turnraised thebar for bankingandinsurance products.

Customers are also morelikely to compare productsbetween sectors, expectingtheir insurers tobemore likeatravel companywhen it comesto service, for instance.“Brands need to realise thatcustomer expectations are nolonger bound to an industryand today they are choosingyou for more than just yourproduct,” said Piyali KonarChatterjee, executivevicepres-ident, Kantar IMRB &Stakeholder Loyalty Expert

Services have become oneofthemainstaysforcompanies.But there is a need to movefromeffort toeffortlessservice,which also takes into accounttimely communication, fastresolution, timely support andinstant updates on transac-tions, the report says. “Inaddi-tion to the core product andservice,awholisticandaninte-gratedexperience,thatis,ancil-lary services are becoming

more important to the cus-tomers.” the report notes.

The majority expects aseamless digital experiencebut is still influenced byagents and advisors whilethey buy an insurance policy.A growing number of peopleare going online for theirresearch, but only rarely is theInternet the only source ofinformationwhen it comes topicking a financial product.“Customers now expect theirinsurers tooffer simple, trans-parent and flexible productsand services — all online.They look at claims payingability, service quality, andexpert opinion before theychoose to buy a policy froman insurance company,” saidTarunChugh,MD&CEO,Bajaj

Allianz Life Insurance.In themany conversations

conducted during the sur-veys, the team at IMRB-Kantar reports, customerscame across as more disbe-lieving. Many said that theyactively sought the cons aswell as the pros of a productand said that they expectinsurers to communicatewiththem more often and ingreater detail. They comparedthemwith e-commerce com-panies that informcustomersabout every step from thetime the amount is paid to thedelivery of the product.

“The ecommerce sector,has changed paradigms withrespect to making payments,purchasing a product, servicecommunication. Industries

like telecom, insurance havealso introduced innovativepolicies like introduction ofmobile network portability,health insurancepolicyporta-bility, which is leading tolower barriers. Given thistransformation, no longer doconsumers want to put alltheir eggs in one basket,”said Nitasha Singh, seniorconsultant, Kantar IMRB &Stakeholder Loyalty Expert.

Companies, the reportadded, must look at the cus-tomer journeydifferently.Thestory begins with acquisitionbut does not end there. Theyneed toengageandretaincus-tomer interest. And also keepin touch more often as cus-tomers are not always vocalabout their expectations.

THE CHANGINGFACE OF THECUSTOMERTTrruusstt lleessss,,rreesseeaarrcchh mmoorreeAccordingtoKantarIMRB’ssurvey InsuranceIndia,2016fewercustomersaregoingforword-of-mouthrecommendations.Whatusedtobeamarketshapedbyfamilyandfriendshasshiftedtowardsanetworkofagents,companyrepresentativesandonlineportals

| More than50%activelymetwithagents/advisorsbeforemaking theirdecision

| 20%lookedfor informationonlineaboutbrands,productsetc

| Around15%wentto insurancecompanybranchesbefore finalising theirpurchase

| Buyersarmthemselveswith informationfrommultiple sources, comparingserviceandexperiencesbetweensectors; customers said theycompareairlines,hospitalsand insurersas theyseek“customercentricity”acrosstouchpoints

DDeemmaanndd mmoorreeCustomerexpectationsonservicehavechangeddramaticallyandmorearewillingtochangeinsurersiftheyarenothappy

| Asurveyof lapsed life insurancecustomers revealedmore than60%didnotcontact the insurerabout theirproblemsprior to letting theirpolicylapseor surrendering

| Customers said insurers shouldbeeasytodealwith, simpleandensureeasyaccess

| Continuousengagementpreferred;customerswant timelycommunication,updates, fast resolutionof issues,instantupdatesabout transactionsandreminders

WWaanntt tteecchh,, bbuutt wwiitthh aa hhuummaann ffaaccee| Whilecustomersexpectandrelyheavily

onadigitalengagementwith theirinsurersandbanks, theyseekdirectcontactwitharepresentative

| More than40%ofcustomerswhoboughtonline, interactedwithanagent/advisorprior topurchasing thepolicyonline

| Astudyfora leadingmobile serviceprovider revealed,only30%ofthecustomerschose tocomplete theirrequirementon IVR (interactivevoiceresponse). Therestneeded“humanintervention” tocomplete theirrequirement

Banksandinsurancecompaniesareupagainstademandingandrapidlyevolvingclientele:KantarIMRBsurvey

IMAGE:iSTOCK

ACROSS8 In the longdistance Iandyou

finishwith theenvironment (6)9 Music for church service (3,5)10 Plate, roll for forum

participant (8)

11 Out of the insurance cash,large sums provided forbuilding (6)

12 Express amusement whenthere's a row about the race ?(6)

13 Note, young lady with Ray

converted the secret agent(8)

15 Earliest time of populardaydream? (7)

17 Lewis's whimsical descriptionof a flapper one night? (3,4)

20 That will be below - belowone quid, that is to say (8)

22 A long speech from one inbusiness (6)

23 Fits and starts (6)25 Famous group, for example,

run amok after the opening(4,4)

26 Given information on it (8)27 Life of luxury among such

plants (6)

DOWN1 Man of property has a,pair,

perhaps, before rainstorm (8)

2 Seed was bit scattered toachieve broadest foundation(6,4)

3 Much more actively on thejob assorting rubies (6)

4 Comparatively crazy row afterclub (7)

5 No countryman of anyone's(8)

6 An old-fashioned do (4)

7 Cake presented by girl, endfirst (6)

14 Sat out rain foolishly gettinga through soaking (10)

16 Leather from an animal'srelations? (8)

18 French marshal found behinda tree in the island (8)

19 It's safe to upset Ted whenhe's eaten so well (7)

21 Sleep - head? (6)

22 A former UK Prime Minister'srepublicanised this primitiveroofing (6)

24 Go away, Jack ! (4)

> BS SUDOKU # 2293

SOLUTION TO #2805

SOLUTION TO #2292

MMeeddiiuumm::

Solution tomorrow

HOW TO PLAYFill in the grid so that everyrow, every column andevery 3x3 box contains thedigits 1 to 9

Max/min temperatures inOC

NNAATTIIOONNAALL

Ahmedabad . . . . . . . . .Partly cloudy 32/26Aizawl . . . . . . . . . . . . . . . . . . . .Thundery 23/19Bengaluru . . . . . . . . . . . . . . .Thundery 28/21Bhopal . . . . . . . . . . . . . . . . . . .Thundery 29/23Bhubaneswar . . . . . . . . Thundery 32/26Chandigarh . . . . . . . . . . . . . . . . . .Sunny 33/26Chennai . . . . . . . . . . . . . . . . . .Thundery 33/26Delhi . . . . . . . . . . . . . . . . . . . . . . . . . .Sunny 34/28Guwahati . . . . . . . . . . . . . . . .Thundery 31/26Hyderabad . . . . . . . . . . . . . . .Thundery 29/23Imphal . . . . . . . . . . . . . . . . . . .Thundery 27/22Indore . . . . . . . . . . . . . . . . . . . . . . . . . .Rain 29/22Kochi . . . . . . . . . . . . . . . . . . . . .Thundery 30/24Kolkata . . . . . . . . . . . . . . . . . . .Thundery 32/27Lucknow . . . . . . . . . . . . . . . . . . . . . . .Rain 34/27Mangalore . . . . . . . . . . . . . . .Thundery 29/24Mumbai . . . . . . . . . . . . . . . . . . . . . . . .Rain 29/27Pune . . . . . . . . . . . . . . . . . . . . . .Thundery 29/23Srinagar . . . . . . . . . . . . . .Partly cloudy 29/17Surat . . . . . . . . . . . . . . . . . . . . . . . . . . . .Rain 31/27Thiru’puram ............Partly cloudy 30/24

> WEATHER TODAY’S FORECAST

> THE BS CROSSWORD # 2806

For and on behalf of the Board of Directors of Engineers India Limited

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