In recent years, with the rapid development of China's financial industry, the total number of bancassurance consumers continues to increase, and financial products continue to be rich and diverse. Protecting the rights and interests of financial consumers has become a must for high-quality development of financial institutions. Sina Finance's annual planning of "New Financial Mission" launched "Zero Distance of Financial Consumer Protection", in-depth dialogue with executives of major financial institutions, and contribute to the protection of consumer rights and interests.
With the rapid development of China's insurance industry, it has become the consensus of the whole industry to attach importance to consumer rights and maintain financial security. How can insurance institutions do a good job in consumer protection? What challenges need to be addressed in the next step of consumer protection work? Pan Gaofeng, Deputy General Manager and Technical Director of China Post Insurance, is the dialogue of this issue of Zero Distance Financial Consumer Insurance.
In Pan Gaofeng's view, the protection of consumer rights and interests of insurance companies must be reflected in the whole process of product development, marketing publicity, information disclosure, after-sales service, etc. Pan Gaofeng stressed that "institutions should take full account of consumers' risk protection needs and insurance cognitive ability, perform clear disclosure obligations in an easy to understand way, and help consumers better choose insurance products suitable for their own needs."
Sales disputes and claims disputes are still the hardest hit areas for complaints in the life insurance industry. Pan Gaofeng said that, in the final analysis, the dispute was caused by the difference between the company's services and consumer expectations. For the reasonable and legitimate expectations of consumers, insurance companies should play the role of traceability rectification mechanism to promote companies to better understand consumer needs, guide the improvement of front-end service quality, and narrow the gap with consumer expectations by handling complaints.
The protection of consumers' rights and interests of insurance companies must be reflected in the whole process
As an important part of the financial industry, the insurance industry has the characteristics of high professionalism and strong systematicness. In Pan Gaofeng's view, doing a good job in protecting consumers' rights and interests is an important work to reflect the institutions' practice of the "people centered" development idea and improve consumers' sense of gain.
Pan Gaofeng said that because insurance contracts have the characteristics of opportunism and compatibility, the protection of consumer rights of insurance companies must be reflected in the whole process of product development, marketing publicity, information disclosure, after-sales service, etc. Pan Gaofeng stressed that "institutions should take full account of consumers' risk protection needs and insurance cognitive ability, perform clear disclosure obligations in an easy to understand way, and help consumers better choose insurance products that meet their own needs."
At present, under the guidance of the regulatory authorities, insurance companies have set up a consumer protection system, started to transform from rapid business expansion to high-quality development, and paid more attention to improving consumer satisfaction, customer experience and customer loyalty.
The Administrative Measures for the Protection of Consumers' Rights and Interests of Banking and Insurance Institutions was officially implemented. In Pan Gaofeng's view, the promulgation of the management measures has not only improved the working mechanism of consumer protection, but also clarified the behavior supervision of consumer protection, so as to deeply integrate the concept of consumer protection with the business development of institutions, and truly achieve "consumer protection for all".
Pan Gaofeng said that under the guidance of the new system, insurance companies should pay more attention to the following aspects in terms of consumer insurance:
1． Continue to strengthen the guidance and supervision role of the consumer protection management system 。 The Board of Directors, the Board of Supervisors and the senior management of the Company continue to strengthen the planning, guidance, management and supervision of consumer protection work, provide necessary resource support and policy guarantee for the implementation of consumer protection work, and ensure the effective implementation of various consumer protection plans, programs and tasks. In terms of work implementation, China Post Insurance has not only set up an independent consumer rights protection center, but also strengthened the power of the provincial agency's consumer insurance management team; It has also innovatively set up a consumer protection supervision center to supervise the compliance and effective development of consumer protection work.
2． Further improve the effective operation of the consumer protection mechanism. First, from the perspective of consumers, we carried out consumer reviews on various products and services to help consumers understand insurance products and buy them with confidence. The second is to explore consumer appropriateness management, establish the corresponding relationship between product risk assessment level and consumer insurance protection demand and risk tolerance, and provide appropriate products to appropriate consumers. The third is to strengthen the protection and management of consumers' personal information and standardize the collection, storage, use, processing, transmission, provision, disclosure and deletion of personal information. Fourth, unblock consumer complaints [Black Cat Complaints] Acceptance channels, expand the diversified resolution mechanism of consumption disputes, strengthen the statistical analysis of complaints and traceability rectification, and enhance the source control of service quality.
3． Enhance the embodiment of consumer protection awareness in the whole process of business development. In the whole process of product development, sales management, after-sales service, company operation and so on, we pay attention to the cultivation and embodiment of consumer awareness, guide all staff to base on the perspective of consumers, think about "what our customers need", "what we can bring to customers" and other issues in combination with their own work, establish a sense of active service, and improve consumer satisfaction and sense of gain.
4． We will strengthen consumer education, publicity, and the construction of a credit system. Establish a regular consumer education and publicity mechanism and carry out Online and offline Public finance education and publicity activities. Strengthen internal and external education, cultivate consumers' honest consumption habits and employees' honest service awareness, and create an honest, fair and trustworthy credit environment.
In the final analysis, the dispute is the difference between the company's services and consumer expectations
Sales disputes and claims disputes are still the hardest hit areas for complaints in the life insurance industry. In Pan Gaofeng's view, the dispute is ultimately caused by the difference between company services and consumer expectations.
Pan Gaofeng said that for the reasonable and legitimate expectations of consumers, the company should play the role of the traceability rectification mechanism, promote the company to better understand consumer needs by handling complaints, guide the improvement of front-end service quality, and narrow the gap with consumer expectations. As an example, Pan Gaofeng said, "For example, through information technology, we can provide consumers with a variety of easy to operate claims application methods, improve the timeliness of claims business, and promote and sell insurance products in a language that consumers can understand."
Pan Gaofeng also said that for consumers' unreasonable expectations, the company should guide consumers to reasonably safeguard their rights through continuous education and publicity work, not credulous in the false publicity of "agency surrender", and prevent illegal acts such as insurance fraud. It is necessary to treat the handling of consumption disputes as an opportunity to safeguard consumers' right to education, help consumers better understand the nature of insurance risk protection, understand the protection responsibility, payment period, protection period, liability exemption and other key terms of the purchased insurance products, and turn litigation into protection and turn litigation into opportunity.
Turning to the issue of "agency surrender", Pan Gaofeng further said that the first thing the company can do is to strengthen the sales quality and service quality, so that customers can be recognized and trusted by the company when purchasing products, and then through continuous service contact, customers can be assured of the company, have feelings and stickiness, so as to fundamentally cut off the "prying away" of black industry institutions Consumer opportunities. Secondly, it is necessary to provide customers with convenient consultation and complaint channels, so that customers are willing to contact and communicate with the insurance company if they have problems, which is also convenient for us to find and intervene in correcting the wrong guidance of black industry institutions to customers as early as possible. Finally, the insurance company should work together with the regulatory authorities, industry associations and other institutions to actively support the rectification of "agency surrender" illegal property disorder, pay attention to collecting clues of "agency surrender" illegal property crime in the daily management of consumer complaints, and report to the public security organ in time if there is conclusive evidence, and cooperate with the investigation of cases.
Rely on the Internet, go deep into the grassroots, do a good job in insurance services, and carry out consumer education
Pan Gaofeng shared the experience of China Post Insurance on the protection of the rights and interests of key consumer groups of "one old, one young and one new".
China Post Insurance attaches great importance to the protection of the rights and interests of special consumer groups. In recent years, under the unified guidance of the regulatory authorities, it has continuously improved the traditional service channels, optimized new service tools, and relied on China Post's powerful network to go deep into the grass-roots level to provide insurance services and carry out targeted consumer education.
China Post Insurance provides consumers with 7 × 24 hours of telephone service. Last year, it upgraded the telephone access system, realized automatic identification of elderly customers, and provided love lines for elderly consumers. In 2022, China Post Insurance upgraded its official website, official WeChat platform and official customer service APP, with accessible browsing mode buttons in prominent positions, supporting the functions of zooming in and out of pages and fonts, pinyin tagging, voice reading and other auxiliary information acquisition functions, facilitating the use of elderly customers and special groups of customers.
In addition, China Post Insurance also paid attention to the protection of the rights and interests of the "one old, one young and one new" group in educational activities, and carried out a series of brand activities, such as "Love Mail", "Cute Baby Painting to Protect the Children's Heart and Smooth the Future", financial knowledge to enter villages and households, and into business circles, to improve the self-protection awareness and ability of consumers of special groups.
If financial consumers encounter disputes, Pan Gaofeng also provides the following suggestions:
First of all, you should have a certain understanding of the products you buy. The most basic thing is to know what insurance you buy, how long it will be insured, how long it will be paid, under what circumstances you will settle claims, and under what circumstances you will not settle claims.
Secondly, if you have any questions or suggestions about the insurance policy, you can call the company's customer service hotline or other official platforms on the policy to contact the insurance company's personnel to answer and deal with them. Don't trust strangers' suggestions on protecting their rights and interests, and don't provide personal information to unrelated persons, so as to be the first responsible person for protecting their own rights and interests.
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Editor in charge: Zhang Wen
