Case: Interpolis

Crystal-clear insights

nsurance company Interpolis has lived up to the slogan “Interpolis. Crystal Clear.” for many years. This is a powerful promise from the brand. However, the question was what was needed to fulfill this promise in such a way that customers experience and continue to perceive the insurer as being clear and unambiguous. A ZMET® experience survey provided plenty of tools for both their own advertising agency and management to further concretize this promise. What did Interpolis want to find out? If, as an insurer, we talk about “crystal clear”, what do consumers and businesses think about? And what is the exact relationship between "prevention” and “clarity”?

 

Target group

Consumers and SMEs

 

Question

What thoughts and feelings do you have about clarity in insurance?

Insights

The research revealed that people desire clarity in four areas:
· What are the risks in the future? (what's coming my way?)
· What can I do about it? (which preventive measures can I take?)
· What is the situation if something really happens? (what must I do in case of damage?)
· What must the insurer do? (what kind of help can I expect in case of damage?)

The second insight was then further developed. The outcome showed that people act preventively if they have a good awareness of the possible risks in their lives and if they feel they can cope with these risks themselves.

Elaboration

Interpolis has developed various initiatives related to prevention. These initiatives make it clear to insured parties what specific risks they run in certain day-to-day circumstances and how those risks can be mitigated by practical prevention measures. They include completely clear illustrations of cause and effect, based on concrete examples. Gaining experience in risk management increases people's self-confidence and means they do not have to insure everything. This approach has been the guiding principle for Interpolis for many years now.