Jocelyn Honeywood, Senior PR Consultant
I recently attended the ABI’s Annual Conference, where insurance experts gathered in their hundreds to explore what’s next for their industry. As a communications professional attending for the first time, I wasn’t sure what to expect. Would the discussions be mainly inward-looking and profit-driven?
I was pleased to find that every session I attended had the customer at its heart, with the overall focus on helping people reduce risk, encouraging positive customer behaviours and ultimately bringing the cost of premiums down.
This made me question the contrast between the perception of the industry and the reality of what I was hearing from some of the biggest organisations in the space.
I don’t think it’s unfair to say that insurance can be challenging for consumers to understand, and that there is a ‘trust gap’ that needs to be overcome. But if customer understanding is low, and in turn this is impacting customer confidence, it’s clear that improving communications is key for any insurance company that wants to break free of the stigma.
Colm Holmes, CEO of Allianz UK and one of the event panellists, said himself that insurance companies ‘need to tell the story better’, so what can insurance companies do to maximise positive engagement through their comms?
- Involve your comms team from the start – Greg Jackson, Founder of Octopus Energy and speaker at the ABI event said it best: marketing & comms shouldn’t be ‘the bit you do at the end’, instead you should start there and work backwards.
- Put people at the heart of your strategy – People trust people, so use your own employees as thought leaders and ambassadors to drive authentic and personal communications. Give employees the power and agency to create content on social media that will resonate with your audience.
- Be consistent – When building trust is a core aspect of your strategy, being clear and consistent with your communication is crucial. Sticking to your core messaging and maintaining a steady narrative will establish a strong foundation that will enhance customer trust.
- Be creative and stay relevant – Even in highly regulated or serious industries, there’s space for creativity and for jumping on the latest trends to help tell your story. But stay in tune with what’s happening outside your industry and with customer sentiment, so you know when to dial it up and when to hold back.
- Be honest – There are serious challenges facing the industry, many of which are combining to drive up insurance premiums. Explaining these challenges in a clear and concise way will allow you to honestly address concerns while also opening up opportunities to discuss solutions and ultimately help you build trust with your customer base.
If you’re an insurance business looking for comms support, get in touch [email protected]
