Put the customers first, insurance agents told


  • Business
  • Sunday, 04 Jul 2004

By M.KRISHNAMOORTHY

CUSTOMER service may mean different things to different organisations, but to Malaysian Assurance Alliance Berhad (MAA) it means treating the customer like a king. 

“Understand their needs. Listen to them,” MAA executive director and CEO Ramlan Abdul Rashid told 2,000 insurance agents at the corporation’s recent National Sales Congress (NSC). 

Ramlan: Needs have changed and so must we, in our products and services.

“Create customer value, and as the future financial planners and advisors, develop customer loyalty. What counts most is integrity, passion and balance.” 

The business of insurance, he said, was not rocket science. Dedication, commitment and the stamina to stay through are prerequisites for success. 

The NSC showcased a panel of 13 highly successful and distinguished speakers from the US, Philippines, China, India, Singapore and Indonesia. All have proven track records and lifelong experiences in the insurance business and they shared with the delegates their vast wealth of knowledge. 

Ramlan said some of the agents suffered from “selective hearing” when serving their customers these days. 

“We only hear what we want to hear. We are not ‘listening’ to our customers enough,” he pointed out. 

Calling for this attitude to be rectified, he said: ”The market has changed. Peoples’ needs have changed and so must we, in our products and services. In a changing world, past success is no longer an assurance for future performance.” 

Ramlan also stressed the importance of personal growth through continuous education, self-development and motivational programmes. 

“You control your destiny. If you are passionate about what you do, make this your career. Obstacles along the way should be seen as a blessing and move ahead. Do not let any strong resistance, negative objections and difficulties hold you back.” 

One of the secrets of communication, Ramlan said, was by speaking from the heart. 

“When people talk to you from the heart, it is genuine. They mean what they say, and it is for this reason that we have brought some successful sales aces from different countries to share their experiences with you.” 

Ramlan thus called on agents to use their unique experiences to make a difference in serving Malaysian customers. 

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