Expert canvasses improve industry image

Expert canvasses improve industry image

Chuks Udo Okonta

Insurance industry will develop when operators engage in activities that will improve their public image, the Corporate Affairs Manager, Nigerian Council of Registered Insurance Brokers (NCRIB) Mr Tope Adaramola, has said.

Adaramola told Inspen that the industry operators over the years have care less on their image which has cumulated to the poor perception the public has on insurance. He noted that operators’ neglect of professional public relations executives also contributed to the problem.

"Coming to the realm of insurance generally in Nigeria, it is a known fact that the industry has continued to be bedevilled by multifarious problems, chief of which is image challenge. The problem of poor image and public acceptance has for long limited the growth capacity of the industry and its ability to contribute significantly to national economy.

"This nagging problem has definitely necessitated the need for ingenious utilisation of public relations strategies by all actors in the industry. Unlike its ilk in America, Europe and other growing economies in Asia and in countries, such as South Africa, Egypt, Kenya etcetera, where insurance occupies commanding heights in the economy, the case of Nigeria is remarkably different.

"It is believed that insurance is bought in such economies, whereas it is sold here in Nigeria. Despite renewed efforts by the regulatory institutions and government to reverse the trend, the industry’s image problem has remained a pain in the neck of the industry," Adaramola said.

He noted that if there is a component of the industry that must imbibe public relations, mostly at the level of their individual practice, it is the insurance broking sector. It is noteworthy, according to him that Insurance brokers constitute a significant profile of insurance practice in Nigeria in terms of number of practitioners. He said they are also believed to control the lion’s share of the nation’s insurance business.

"With over 500 registered members of the NCRIB, there is hardly any nook or cranny in Nigeria where you are not likely to find a broker. Consequently, insurance brokers play pivotal intermediary roles between the insured (the public), and the insurance companies.

"By their professional calling, the insurance broker engages in the selling of insurance products to both corporate and individual clients, assisting them to understand the technicalities of its services for their maximum benefit.

"It is a commonly held notion that the average client approximates the image and character of an insurance broker or an agent to that of the industry at large.

"These crucial duties predispose them to be well-rounded both in technical and interpersonal public relations and communication skills. Insurance, being an intangible product could only be assessed, appreciated and accepted by clients depending on the personal presentation by the broker," he added.

Adaramola noted that gone are those days when the utilisation of soft public relations skills, such as grooming, etiquette, poise and personal reputation management, were pushed to the background in preference for hard or technical skills or patronage.

He said most clients do not, at first contact; wish to be bordered with technical or highfalutin language of insurance. Rather what they are concerned with is the personality or presentation skills demonstrated by the insurance personnel, who are marketing them, or how he comes across as a professional.