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clearandtransparent
communication
Etiqa features a strong agency force comprising over 18,000 agents and 31 branches throughout Malaysia, plus a
wide Bancassurance and Bancatakaful distribution network with over 400 Maybank branches and other third party
banks.
In 2013, Etiqa handled more than one million servicing calls and emails from Etiqa’s policyholders and business
partners. To provide higher accessibility to customers, separate dedicated teams have been set up to manage policy
holders, intermediaries and premier agents. The new set up has made it easier for our customers to reach out to
Etiqa for any enquiries.
We are constantly finding ways of getting closer to our customers — the people who ultimately depend on our
expertise. This means we have to better understand our customers’ needs across the various stages of their
lifecycle and then determine with them the best solutions that will meet those needs.
For this purpose, our communication with our customers must be consistent with our intentions and actual
ability to deliver. All 18,000 agents are aware of our policy. We also encourage continuous and multichannel
communication with the customers through customer-related activities such as the quarterly E-newsletter, Etiqa in
Touch and a Monthly Customer Day at all branches nationwide.
We often go the extra mile. We are clear that every policy sold is claimable, even if the beneficiary was unaware.
Our claims manager reads the newspaper every day and, if there are deaths, would track whether the deceased
were Etiqa customers. If so, they would then initiate contact with the family to make payment.
OURPRODUCTSANDSERVICES
focusoncustomers
ResponsibleMarketingandCommunication
In many markets, we are developing new products and product features. We are using simpler, more straightforward language both in our correspondence with customers
and in our call centres. Financial products can be complex and accompanied with jargon. However, customers need a clear explanation about the products and services we
provide, so they can make the best long-term decisions for themselves, their families and their business. We are always looking to improve communications around our
products and services to ensure clarity of communication and customer privacy.
Our marketing policy is in compliance with the guidelines set by Bank Negara Malaysia and statutory bodies such as Public Islamic Dividend Fund (PIDF). Through ‘Project
Harry Potter’, an initiative to improve product knowledge amongst credit front liners, we accelerated efforts to improve product knowledge. This initiative was attended by
almost 12,000 staff. They were tested by quarterly assessment of FAQs on ten core products. Current training materials are available via the MyCampus learning portal.
We are also investing in new technologies and expanding our online distribution. Increasingly, we are using social media channels like Twitter and Facebook to engage with
our customers directly. We were one of the Top 5 amongst financial institutions worldwide — not only the fastest response time but also highest response rate. We see the
social media platform as a powerful tool to engage with our growing communities in real time whilst allowing us to continuously strengthen our regional ties.
Customer TouchpointsatEtiqa
- Settling of Home Protection and Personal Accident claims below RM2,000 through the phone.
- In-situ medical check-up.
- Ability to check motor or retail fire insurance or takaful claims online.
- Standardised renewal notices to humanise and simplify the renewal process for customers.
- Proactive approach in providing funeral expenses cheques to families of deceased policemen in Lahad Datu.
