Simplify insurance lingo, insurers prodded

By BUUMBA CHIMBULU

PLAYERS in the insurance industry must simplify their messages for consumers to understand its importance, especially in the wake of the current challenges being faced in Zambia.
This is according to Kuda Ngoma, ZSIC General Insurance Head of Marketing, who admitted that most consumers were still having difficulties understanding the critical role insurance played in their lives.
Mr Ngoma noted that simplifying the messages would also assist the industry to deal with a myth that insurance was a scam.
He was speaking during a panel discussion on the insurance customer experience at the just ended 2024 insurance conference organised by the Insurers Association of Zambia (IAZ) in Chongwe.
“Use simple language when talking to customers because insurance still difficult to understand. So, we need to make our message simple and show people how insurance works as this will convince that it is not a scam and that it is not a pyramid,” Mr Ngoma said.
He also touched on the need for insurers to develop solutions that resolved consumer’s problems, noting that this must be backed by awareness initiatives.
“If we can find solutions to these problems the insurance uptake of our products will increase. This will generate interest and breaks down the myths around insurance. Another thing is that we should develop affordable products. Affordability is a key issue to the targeted audience,” Mr Ngoma added.
Additionally, Mr Ngoma emphasised on choosing the right channels when communicating with the targeted audience.
During the same panel discussion, Agatha Yowela, founder and Chief Executive Officer for Arise and Shine Coaching Practice, pointed out the need to create a positive perception for the business.
Ms Yowela warned that customers’ perception was a reality for an insurance business, stating that “You can give slogans but if customers think you are bad then it will cost you to change that.”
She emphasised that every touch point regarding customers was critical, highlighting the need to develop a customer centric model.
“My appeal is that you look at every touch point to form a perception which will become customers’ reality,” Ms Yowela said.