Santam's new model supports brokers

Santam, the country's largest short-term insurer, has introduced a new Broker Management Model that has been specifically designed to enhance the relationship with its brokers by offering them a central point of contact and seamless transaction capability.

The new model provides brokers with a single point of entry to Santam through the introduction of Key Account Managers. Each Key Account Manager will be responsible for all business interactions between Santam and the broker to whom he or she has been assigned, and each is specifically charged with providing guidance and expertise to help grow the broker's business. 

The Key Account Manager will enjoy the backing of a highly competent team of administrators and operational assistants, including underwriting experts, who will be located in Santam's newly-created Centres of Expertise. State-of-the art Contact Centre technology will provide further support and improved service delivery for the broker as well as increased efficiency for Santam.

Edward Gibbens, Executive Head of Broker Services at Santam, explains the rationale for the introduction of the new model as follows: "Santam has taken the decision to become totally intermediary-driven, in response to the needs of our brokers and clients. This means that our own business can only grow on the back of growth in our brokers' business, and to achieve that, we have to ensure that we provide brokers with the best possible support. 

"Our Key Account Managers must maintain excellent relationships with our brokers in order to understand their individual needs and to provide appropriate tailor-made solutions across all our business, including Personal and Commercial lines and corporate business. In terms of the new model, Santam's distribution network, including our Centres of Expertise, Contact Centres and branches, has been geared to provide appropriate support for the brokers and Key Account Managers and to allow easy access to our full product range. "

Caroline Da Silva, Santam's Head of Portfolio Management, notes that, prior to the implementation of the new technology and operating processes, Santam is testing and fine-tuning the model at various pilot offices, to ensure that the final roll-out is as smooth as possible

"It is already apparent that brokers and clients, as well as Santam itself, will benefit from the implementation of the new simplified and streamlined model. Without the administrative burden, but with the full back-up of the distribution team, the Key Account Manager appointed in terms of the pilot project has been able to concentrate on finding innovative solutions at a strategic level, and to explore the opportunities for cross-selling."

Da Silva points out that implementation of the new model will make it easier for brokers to do business with Santam. "We are not only changing our structures and processes but our whole approach to the way we do business with our brokers. We have to be sufficiently flexible in order to accommodate the needs of our brokers, not the other way around. In terms of this new model, brokers will become full business partners."

Quinten Matthew, Head of Broker Services at Santam, advises that the Centres of Expertise established in terms of the new model will result in improved service and turn-around times and provide an efficient platform for all transactional activities. The intention is to facilitate immediate access to decision-making and to technical advice and assistance.

"Underwriting experts will be located in the Centres of Expertise, which will be responsible for all Personal and Commercial transactional activity.  Brokers and Key Account managers will have a single point of contact for transactional activities as well as access to real-time and consistent technical expertise. Through the Centres of Expertise we will ensure that transactions are seamless and business convenience greatly enhanced", says Matthew.

Santam is currently in the process of launching the new Broker Management Model, through a series of broker presentations. "We have no doubt that full implementation of the model will result in improved growth and profitability, as well as greater client retention, for our brokers" says Gibbens.