Summary: the Pr technology of the insurance company with the client after the occurrence of the insured event

The accident happened, and the Client with the insurance policy requires to issue a refund in the here and now, not wanting to listen to explanations of specialists of the insurance company about the need for so-called insurance investigation, and collect certain documents. Client rights: few of their misfortunes, and then they say that… the Head learns from the accountant that the tax authorities without further deducted from the account of the enterprise a large sum. The tax on obviously wrong, but appeal to the inspector, which “is death” senseless and sue just once…

The supplier requires immediate payment, but it is necessary without damaging the relationship, make him not only one of the deferred payment, but another shipment on credit…


“Black day”, which is feared by the Client of the insurance company (IC), unfortunately, has come. And now the Client, naturally, wants to get their legitimate compensation.

In this case, he must within a certain period of time:

to inform the company about the insured event;

to show proof of its actual occurrence;

to produce documents, to indicate “severity”;

wait for the decision of the Commission SK;

and then wait for payment.

Assuming all of the above, the Client came to the UK after the occurrence of the insured event, PRE-configured aggressive.

Therefore, the SPECIALISTS of the IC SHOULD:

to remove the aggressiveness of the Client,

to verify the occurrence of the insured event,

to check the quantity and quality of all submitted documents,

to pay or not to pay insurance compensation to the Client (in the latter case competently with a PR position to explain to the Client the reasons of non-payment, for it is in this situation is unlikely to be soothed by the harmony and logic of arguments),

in the case of payment, at the same time to insure him for the next period of time or on other types of insurance,

to encourage the Client to bring their colleagues, friends and relatives to purchase insurance in the UK.

Below is a discussion of cases involving the direct contact of the SC with the Client.


(this list is complete, and you can delete the position loses its relevance)


A customer came to make a claim

Actions required of the employee SK:

to read the regulations of the insurance indemnity,

inform the list of documents to be collected,

to provide the necessary forms to fill out.

Stereotypes of the Client in point 1:

The insurance company is willing to pay me insurance:

Not only that, people suffered, and even his documents to work…

I now for the insurance company of the enemy, and was formerly a Client.

In this insurance company bureaucracy.

In this insurance company mess, and I suffer.

They can’t pay without first massaging my nerves.

I will pay soon.

When they took my money, promised “mountains of gold” and talked nice.

I want to pay a lot less than I expected.

The insurance company is a pyramid in order to deceive Customers.

They are my words, and collected documents will be directed against me.

I’m afraid I won’t be able to prove the occurrence of the insured event.

Customer’s frightening fear of the unknown, “prove — not prove”, “pay — not pay”.

I promise to pay my money for six months (three days,… weeks). Throughout this period, I will worry…

Might have to try to fill out all the forms and gather for me all the documents. If I knew about such red tape — would never have insured. More to insure I never will.

Until you intimidate them (police) nothing would happen.

Their employees are extort me for a bribe. Sent me to some kind of “boy”, which solves nothing, does not know, can not. Now, if I had access to the Director!


The customer comes at the stage of gathering the necessary documentation for a decision about payment-non-payment.

The actions of the employee SK:

to check the availability and correctness of all required documents.

Stereotypes of the Client at point 2:

Procedure especially is tightened, so I’m tired and refused their money.

The insurance company has no money, so the procedure is delayed. Payment is delayed on purpose.

Is it so important? You should have said that I don’t want to pay.


The client comes to know the final result

The actions of the employee SK:

to inform the decision on payment-non-payment,

in case of refusal, to try to explain the decision.

Stereotypes of the Customer at point 3:


The whole procedure is designed so that Customers not to pay.

Anyone here not paid.

I circled around the finger. It was silly to hope for the payment.

The policy is to not pay.

I specifically warned.

When I bought insurance, the insurance company has mislead me.

In addition to these cases, the negative stereotypes against SK, the Client may experience:

when the insurance service dispositionary for a Client and he himself something of speculation, told. For example, the Client decided that the indemnity shall issue immediately after the filing of the application;

in the case of low-tech members of the IC at the stage of sale of an insurance policy. For example, the insurance agent did NOT warn the Client that the presence of insured event and the severity need to confirm the relevant documents; NOT warned the Client that the UK is conducting an investigation of the insured event, etc.;

in the case of low-tech work representatives of the insurance company at the stage of recovery.


To remove the aggressiveness of the Client.

To make the procedure of receiving reimbursement clear (positioned) to the Client.

To simplify for the Client the procedure for obtaining reimbursement.




Many undesirable stereotypes Customers, arising at the stage of recovery, it is possible to adjust in ADVANCE. Instrumental Frank REPETITIONS (rationalisierung) and mild ridicule stereotypes IN the PREVIOUS STAGES, starting from the stage of acquisition.

Recommendation 1

To publish a list of stereotypes listed above. The publication of this list (clip list) in the context of: “List of stereotypes [above]. Sometimes people think so. In cooperation with company “N”, people think about each other (followed by any promotional offer.)”, will cause sympathy towards the company.

Recommendation 2

To publish reductio ad absurdum of the list (detail list) stereotypes described above according to the scheme: “the Enumeration of stereotypes plus trap (break down the stereotype by bringing it to the point of absurdity) at the end.” For example: “go To the firefighter, the police call, help bring, about the disaster report, the compensation received… If you can’t! You could have instead of me to collect the documents! THEMSELVES instead of me to go to the firefighters themselves to communicate with the police, to give evidence themselves to pass a medical examination, to obtain redress…”

These publications can be done in the media, in the form of small branded Souvenirs-reminders that the Customer receives at the time of PURCHASE of the policy. If it is legally valid, the flip side of the policy could be relevant information.

Recommendation 3

The employee at the time of sale is recommended is safe to draw the attention of the Client on the appropriate Bulletin (emotional state of the Client at this point otherwise) and verbalize aloud the typical stereotypes, for example: “So we, along with valued Client know that even getting the Nobel prize need to collect some documents.”

The corresponding instructions are posted in areas of the UK, where is the Client in the form of posters. First poster — a list of stereotypes at the time of payment with the text: “Sometimes people think so… in Cooperation with company “N”, people think about something else…” and the next second thank specific Customers, payments received, further — the third — with a description of the cases in which money was not paid (with a footnote: “of Course, You, as a conscientious Customer, it does not apply”).


“Even BEFORE the insured event You need to know HOW the insurance claim. Signing a contract with the insurance company, ask its representative about the payment procedure.

If you wish, You can get acquainted with the statistics of claims paid. An insurance company representative to show You the list of payments for the last six months and will give You the necessary explanations.

If the insured event, report it to the insurance company to the Department of compensation. The agreement provides for a maximum period of submission of the application for reimbursement, which is indicated on the reverse side of the insurance policy. Please do not miss this deadline.

Ask the officer compensation to provide You with a list of documents on which the insurance indemnity. This will facilitate the collection of necessary documents. Making them, You can refer to this list.

In the division of compensation You can obtain the forms or samples of documents, which are to be paid compensation and the explanations of how to fill them correctly. This will speed up the registration of necessary documents.

Unfortunately, even a small error in registration may deprive the document on the payment of legal force, and You this payment. To avoid this, please follow the correct registration of Your documents by the relevant authorities.

Consideration of Your documents begins as soon as You pass them in the division of compensation. Under the insurance contract for the consideration of documents is given no more than… days. But usually takes less time, and a decision is made on payments”.

Recommendation 4

Documents that must be filled in when insured events (especially for expensive insurance), partially filled (in the form of finished semi-finished product) with a list of addresses and phone numbers of relevant authorities should give a Client in advance (at the time of conclusion of the insurance contract). In this case, the agent should say “We that’s all right with You complete”. And also: “I (agent) made it myself, but, as You know, I can’t be on the scene, and if it turns out, the compensation can not pay.”

In a difficult situation, the agent can always be invoked: “We all is normally discussed…”.

That is, all the stereotypes are removed in advance outright repetitions. And because the “emotional impact” on the stage of recovery the Client to make more difficult, for he will be afraid to “repeat” one of the stereotypes, mocked earlier.



In a situation when the insurance event requires considerable time to investigate and the Client is “psychologically” expects instant compensation are two payments. The entire amount of the insurance indemnity is split into two parts (for example, 5% and 95% or 10% and 90%). The first part is paid to the Client immediately after the submission of documents confirming the insured event (that is, not checked yet), and the second — as it should be — after completing the insurance investigation (the sum of the first terms of compensation can equal the cost of the insurance). In the end the Customer is satisfied that the payment of compensation really starts with the date of filing in the UK.

Splitting payments into two parts increases the risk of most UK. If the Customer himself has arranged the insurance event (this will become clear in the course of the investigation), then automatically turns out that he filed for himself the information needed for accountability (paid 5% or 10% in this case will be returned to the UK). For 5% of the insurance indemnity the Client will be rare “substitute” (literally — to sign) under the article. Thus, unscrupulous Customers will be lower, which will significantly simplify the situation (including, presumably will reduce the complexity of the investigation).

In addition, splitting the payment of the insurance indemnity will:

calm conscientious of the Client because the compensation has already begun (including, instantly there was a return of expended funds)

to check out from your competitors

to obtain additional information reason for advertising the UK.

This decision will also reduce the tension between the division of acquisition (sales) and the division of compensation. Because the agent can guarantee any Client an instant refund of funds spent and full refund of the outcome of the investigation. Eliminated the “subject of scandal.”

But if the scandal happened?


If a scandal does occur, the employee should, without entering into a dispute with a Client on the merits of the dispute, to bring the situation to the following three “elements.”


Scandalous Customer you need to withdraw from the areas where there are or may be other Customers. Regardless of what the Client does one of the staff must say: “Oh! Don’t worry. The question we now decide with… (name of the post). Come with me, I will help You”.

It is important to understand that the employee “during the scandal” is not on the kicker, and the “audience”. (And only after “localization” — the rowdy.) That is, the employee is constantly translates “harm benefit”: the situation of the scandal — a demonstration of loyalty to the company.

After the Client-kicker left the “operational area”, it is useful to have one of the remaining employees to relieve tension told the so-called “history of the vampire” (терминpublic relations).


“See how it goes. One of our Clients came with a bag full of snakes, they spread across the hall and we were caught!..”


“See how it goes. One of our Clients came with a hunting rifle and so have opened it (shows)… And cartridge… and Then puts a little on guard was offended… Well, we tried, of course, to be delicate…”


“In another company one day, some trainers have insured the elephant…”


A vivid image of a vampire is usually completely shields the previous situation pulls attention to himself (hence the name) and gives you emotional release.

Of course, the “history of vampires” are prepared in advance. And not necessarily to write fiction. Two to three real case, not necessarily from life insurance, can always remember the staff. For example, according to some real experts, in Latvia, the actual insurance of wildlife from collisions with vehicles…


“Localizing” scandalous Client, it is important “to keep his emotions on paper”. That is, whatever he said, you need a sympathetic reply: “Please write this. We will investigate…”. Experience shows that people in this situation very quickly “burns out”. For what to write about?

Then the Client needs to calmly and firmly explain what should be done to obtain reparation, and to explain again what he can to help the insurance company and what is not.

In the case of solving BI-PAYMENT (10% + 90% or 5% + 95%), to pay a smaller portion.


During a conversation with a scandalous Client is advised to refer to external entities/systems. For example, on the information system: “My computer shows that You receive an invoice then, and then he recalled then. Is it not so? Please write I’ll write it now in the computer. It will be transferred to the clearing service tomorrow and checked…”. “Is that so? Then write what Your problem is, I immediately pass it to the service…”


Sychev S. PR-technologies of work of the insurance company with the client after the occurrence of the insured event.