Time to get all emotional

So another global insurance event has succumbed to the impact of COVID-19. The Rendez-Vous de Septembre, the annual gathering of the global reinsurance community in Monte Carlo, a fixture of the calendar for the last 63 years, will not happen this year.  It now looks like the global insurance, reinsurance and risk industries will not have any opportunities this year to come together to share insights, build and affirm relationships and do business in the way that goes all the way back to the days of Edward Lloyd and his coffee house.

Face-to-face interactions and the power of the relationships that are developed as a result, are important dynamics for the industry.  Since I started working in my first insurance job in 1980 in a large composite, it was clear how important personal contact and relationships were – I secured my first PR job in that insurer thanks to a chance conversation in the canteen lunch queue!

Attending various industry events over the years, from risk management conferences such as RIMS, FERMA and AIRMIC, to BIBA and the ‘Monte Carlo Rendezvous’, it is clear this remains a people-orientated, relationship-based industry, and that is something to be proud of.

This way of doing business is arguably crucial and is an important factor in engendering trust which is something we need now.

Celebrating the power of "face to face" isn’t any kind of anti-innovation drive, far from it. Technology in creating greater efficiency and streamlining many operational processes is clear and during lockdown, it is enabling us to have much-needed contact to support clients and staff.

But we must not forget the importance of making an emotional connection with our clients and customers. It doesn't matter whether you are an insurer, reinsurer, broker, MGA,  InsurTech start up or any one of the myriad of providers in the insurance or service supply chain, making that emotional connection is an important step in building a relationship and a reputation.

Building an emotional connection is about more than just talking about what makes a business different from its competitors, it’s about showing what the business believes in. In the current environment facing insurers, MGAs and brokers that’s as important as it has ever been.

I recall discussions with risk managers and insurance buyers in recent years all of whom made it clear that they expect the insurance industry to remain relevant to their needs and offer measurable value throughout the risk transfer process. Even with hardening of rates, they were looking for more than the basic transactional experience. This remains even more the case today. They want to believe their insurer and broker really understands them; is a real partner and has more than a pure profit motive. Of course, price and relevant cover are important but building an emotional connection that aligns the company with what is important to their client shows a deeper understanding of their needs.

We will no doubt navigate the coming months with the inevitable challenges and whatever the new normal becomes, but face-to-face relationships and communication will still be there to strengthen that emotional connection with our clients.