Insurance companies frequently fall short in customer satisfaction - solution relevance, ease of use, transparency and lack of reward for loyalty being just some of the customer issues. More than that, insurers are frequently ranked low in a list of most trustworthy industries, which is more than concerning in an industry that has trust as a foundation - customers pay in advance on the promise to pay for losses incurred (I accept the valid losses piece before the claims experts jump up and down), We can debate when insurance first began - was it the Babylonian and Chinese traders? Was it the Code of Hammurabi (~1750 BC)? The Greeks, Romans? and so on. However, one thing is for sure we have been largely focused on financial based restitution and more recently to detect, prevent and protect. Is this enough or is it time to Enhance rather than just protect? Attached are some thoughts on the six things that I believe most people want to protect and enhance. What do you see?

1. Insurance 2.0 protect and enhance the things I value
What do customers really value

2. Customers Needs – Protection, Customer Wants - Enhancement
 The things I value can be broadly
classified into six areas
People
Stuff
TimeEmotion
Ability to
function
Reputation
Protect and
enhance
the things I
value:
Relevant
Accessible
Reliable
Affordable
Flexible
Equitable
Customer &
Protector(s) in
partnership
 I want to protect and enhance
these things in ways that are:
 In doing so I want a
relationship that is

3. Base requirements of protection
People
Stuff
TimeEmotion
Ability to
function
Reputation
Protect and
enhance
the things I
value:
• More than protection - prevention (or at least
significant mitigation) from a loss and/or mitigate a
condition
• I want more than post-incident care and restitution
• I want a proactive partnership to protection and
improving the quality of life for my people – e.g.
replace health cover with lifestyle enhancement
(Vitality)

4. Base requirements of protection
Stuff
Time
Emotion
Ability to
function
Reputation
People
Protect and
enhance
the things I
value:
• Prevention or at least significant mitigation from an
incident
• I want a proactive partnership for protection and
preservation of things that I may value more than the
risk protector – financial restitution is not enough for
me.
• I want more than post incident care and restitution, I
want to be able to maximise the potential of the
resources I have, in ways I may not have thought of.
(e.g. motor vehicles sit idle for ~23 hours a day)

5. Base requirements of protection
Time
Emotion
Ability to
function
Reputation
People
Stuff
Protect and
enhance
the things I
value:
• Give me time, and this is more than time saving when
buying insurance and/or making a claim
• Time is important to me and how I spend it is often
discretionary, e.g. time to find people to maintain, to
protect my stuff - show me opportunities to save time
Consider the people that hire a gardener in order that
they have time to go to the gym and keep fit

6. Base requirements of protection
Emotion
Ability to
function
ReputationPeople
Stuff
Time
Protect and
enhance
the things I
value:
• I want to feel many things, secure, protected, trusted,
in an equitable relationship
• I don’t want to feel I’ve been “conned” by my insurer,
e.g. my loyalty results in higher premium, I don’t want
to feel like “the accused” if I make a claim
• I also don’t expect my insurer to underwrite my
reckless behaviour or that of others
• I want to feel like we both care about (and act in)
protecting and enhancing the things I value

7. Base requirements of protection
Ability to
function
Reputation
PeopleStuff
Time
Emotion
Protect and
enhance
the things I
value:
• I want to be able to function effectively without and in
the event of a loss, e.g.
the “unplugged” time to receive a new phone is the
most important aspect to some mobile phone user
segments
• Speed and ease of getting back up on my feet is often
more important than the financial restitution, e.g.
business interruption cash does not win back lost
customers
• More that recovery, I’d like to better understand how I
can function more effectively irrespective of any loss

8. Base requirements of protection
Reputation
People
StuffTime
Emotion
Ability to
function
Protect and
enhance
the things I
value:
• My reputation is key, particularly if I am a business,
i.e. the way I mange risk and how I recover from any
loss event
• I need to demonstrate I am in control, resilient and
reliable – protecting and enhancing my reputation

9. How do you feel your offer meets these needs?
People
Stuff
Time
Emotion
Ability to function
Reputation
Protect Enhance
0 – No 5 - Fully 0 – No 5 - Fully

10. More importantly
 How would your customers rate your ability to protect and enhance?
? ?

11. Interested in
discussing more?
 Understanding needs
 Developing strategic responses
 Delivering transformation
Mark Simpson,
E: mark.simpson@resilientchanging.com
M. +44 7931 942 794
W: resilientchanging.com
Building Capabilities, Confidence and Commitment, with Care