Client

The client provides loss adjustment and claims settlement services to insurance companies for claims throughout WA. Like most independent loss adjusters the company was small, but the principal was playing a key role in the formation of a national association of independent adjusters to provide services competitive with large competitors.

The Brief

The client wanted to create a more distinctive market identity which would encourage clients to prefer them.

What we did

In close consultation with the client we developed an interactive research model intended to:

• assess the needs of potential clients
• boost awareness of the client
• facilitate new sales contacts

We devised a 10 minute telephone questionnaire which sought the opinions of respondents on the future of the insurance market. This proved very involving for respondents, talking about their opinions and their industry.

The client supplied a list of 35 target insurance companies. We wrote personally to the claims manager in each company (names were checked by phone) and then followed up by phone to set a convenient interview time. Response rate was over 90%, reflecting continued follow-up (average number of calls per contact was five).

The survey was identified as sponsored by the client, so all respondents were aware the client was sponsoring research into their opinions.

All respondents received an abridged report of the survey results, under a covering letter from the client.

A final, more detailed analysis and report was prepared for the client.

Results

The survey was very well received by respondents and so was the follow up report. Some important sales contacts were made immediately as a result of this.

The report was also used as a free-offer in a direct mail exercise and client staff were able to use it as a credential and offer in seeing appointments with new clients.

Most importantly, the survey revealed un-met client needs which respondents expected would rise sharply in a changing market. Most respondents reported they were seriously worried by the need to improve previously acceptable service standards.

Based on this research the client was able to modify existing services slightly to better meet client needs. The real problem however was in convincing potential clients that the service advantages which resulted were real and not just marketing claims.

This was overcome by developing an operations manual which described all the processes involved in servicing clients and specified objective performance measures for them. The manual demonstrated how superior service would be delivered, rather than merely claiming it, and was immediately effective as a sales tool in securing major new business.

It was subsequently adopted by the national association of independent loss assessors the client principal was developing, and he became the managing director of the association.

Client comment:

"The results of this project far exceeded my expectations. The volume of client flow-on work has forced me to postpone further research targeting other segments of the insurance market."