Bonded to serve
There is immense power when a group of people with similar interests gets together to work toward the same goals.
– Idowu Koyenikan
WE have seen, on several occasions, how competing life companies have come together. Though each may have their own targets, budgets and timelines to deliver, they can still be expected to collaborate and work as one towards a common goal. We saw this bonding among the different life companies in full action during the last three years. When they found themselves dropping or setting aside their respective interests and goals to come together, face and overcome the biggest challenge we have ever experienced — the Covid pandemic and the disruptions it brought. This collaboration and synergy within the insurance industry enabled them to quickly adapt, adopt and adjust to the demands of the present time, allowing them to continue with their mission of protecting and securing the future of Filipino families, amid the threats of the pandemic.
As one of the most affected sectors in the insurance industry, our service partners took it upon themselves to rise above the trials that threatened to cripple their service efficiencies. Instead of slowing down, they even went aggressive with their technology and process improvements. They continued sharing best practices and innovation ideas through their organization, Aspli, or the Association of Service Professionals in Life Insurance Industry. Aspli played a vital role in promoting and strengthening the bond among its members, especially during the height of the pandemic. With the new realities they have to manage post-pandemic, Aspli is committed to make the bond even tighter and stronger.
Last week, I had the opportunity to participate in their 2022 annual convention, which they have aptly titled, “Reconnect: Bonded to Serve.” Attended by more than 300 insurance service professionals, the convention aimed to keep their members updated on the latest technology trends impacting service efficiencies and client satisfaction and on how the pandemic fasttracked the transformation towards customer centricity. Furthermore, it aimed to highlight the important role the service sector plays in the growth of the industry, today and in the years ahead. In his message, Aspli President Mark Arbis said: “How the industry has served its clients during the most challenging years yet in our lifetime will serve as a gauge of ‘service’ for the next generations. We can all be proud that the life insurance industry indeed took care of its clients.”
It was a full-packed three-halfday session with several speakers talking on different but related topics. Of course, the ever supportive Insurance Commissioner Dennis Funa was around to inspire and challenge the Aspli officers and members. While he congratulated and commended the team for their hard work, passion and dedication to their craft, he challenged them to continue innovating and improving the service standards in the industry and to be at the forefront as the service sector continues to evolve. But the father that he is, Commissioner Funa, reminded everyone that above everything else, we should continue taking care of ourselves. We will surely miss him as he ends his term as the Insurance Commission chief this year.
Immediately following Mr. Funa was Mr. Fernando Contreras who talked about the importance and necessity to have a tech-driven service and how it may lead to client satisfaction. He pointed out that sometimes the difference between levels of client’s satisfaction lies in the efficiency of the processes and tech systems that are used. He spoke of the different technology-based solutions that will not only improve the team’s performance but will also meet service requirements, maintain competitiveness and customer delight. For his part, day two speaker Jan Carlo Silan, stressed on the need to reconnect with team members after two years of isolation. Nothing beats established teams that work together. “Affirm, Serve, Persevere, Learn and Inspire” are what we should work on as we reconnect and become better together.
Day three speakers Rex Tuozo, Aibee Cantos and yours truly focused on knowing and understanding the customers and the customer service of today and of the future. Rex talked about the customer experience blueprint which is designed to bridge the gap between customers and service providers. It was refreshing to see in detail how the experiences a person has over the course of his/her journey with a product or service are what defines customer experience and what service providers can do to make it a delightful experience for our customers.
I spoke on how the accelerated technological advancement and the entry of more members of the younger generations into the market, are influencing the preferences and expectations of today’s customers. And how these two major developments have given the customers a greater and stronger power of choice. Today’s customers expect speed, quality, accessibility, flexibility and empathy from their service providers. Failure to deliver on any of these may lead not only to client dissatisfaction but eventually to loss of customer or damage to the brand’s image. Even with digitalization as the centerpiece, customers will continue to want and look for human connection. As such, high tech with high touch will continue to be the name of the game.
As the final conference speaker, Aibee talked about strengthening the collaboration and synergy within the companies, among the different life companies and industry associations and even with the regulator. He challenged the membership to be the service champions of the industry, promoting service culture and mindset in all of their undertakings and encounters.
The glimpse he gave of what may lie ahead for the industry gave the attendees a solid reason to be positive and excited about the future.
Armed with the insights and learnings from the convention, our insurance service partners are more inspired and committed to come together, bond together, and work together to give the best service to their clients. In his speech, Aspli Vice President Melvin Esteban highlighted the industry’s wellestablished chemistry that goes beyond “team” but rather treats one another as “family.”
Aspli will continue to connect, reconnect and bond to serve!