The true meaning of service
We all have our own definitions, ideas and experiences of what constitutes service. While it is likely that examples of indifferent or merely adequate service are difficult to recall examples of excellent or abominable service loudly present themselves. And good and poor service fits in somewhere in between.
What does service have to do with employee benefits ? The employee benefits environment in South Africa is relatively small; schemes move between insurers on a regular basis; competing risk managers promise 'better everything', yet service delivery continues to differ markedly across the industry.
If ever there is an area of risk management in which brokers or intermediaries, specialist consultants, insurers and relevant others can make their mark via differentiating themselves on service, the employee benefits environment is it!
The cost factor
It is a given that price drives many decisions related to the placement of schemes. This is unlikely to change, especially in our current economic climate. However, if the experience of service is outstanding and the employer genuinely feels that the unique needs of the scheme are properly understood, catered for and excellently serviced at all times, price becomes a secondary factor.
Two recent experiences when consulting to large employee benefit schemes highlighted the following:
* the importance of and need for the understanding of the uniqueness of the working environment of scheme members, by those assessing the risk(s) as well as managing any claims arising out of such environment;
* the potential damage to reputation of a risk manager and eventual loss of business via under-delivering on claims management due to a lack of appreciation of what service means to the client. In this instance the client could be seen as both the employer and the injured scheme member.
Revisiting the service approach
The above two points may seem obvious. Sadly however, too few take cognisance of the fact that one easily becomes lulled into assuming that what worked in the past still does. People too often convince themselves that there is no need to revisit or change the service approach unless asked to do so – by which time it is often too late.
The true meaning of service in the employee benefits industry is likely to revolve around many different factors, which may change from time to time. Years of consulting in different scheme environments have repeatedly illustrated that some of the most important service issues revolve around the following:
* listening to what the employer is asking for;
* addressing the needs of the employer in an individually focused manner;
* understanding the employment environment - i.e. what the client does, how they do it, with what skills, who their client base is and what unique factors present a challenge;
* developing relationships with key personnel in the employer group;
* keeping channels of communication open at all times and encouraging feedback;
* ensuring that what is being delivered is done so in a manner that is agreeable to the client, within the expected time-frame(s).
Only once a service provider accepts the fact that excellent service is a unique, individualistic experience that revolves around understanding, communication and relationships, is he or she able to provide it.
