< News | 14.06.2016 |

Marketers key to building customer trust

Marketers key to building customer trust

The CII has released an ethical guidance paper directed at marketing practitioners in insurance, following input from senior marketers discussing their biggest challenges.

The paper recognises the key role that insurance marketers have in the drive for more ethical outcomes for customers and in the quest to build trust across the sector.

The guide covers five issues in depth: product, information, price, distribution and suppliers. These issues emerged as priorities from a CII-organised roundtable with senior marketers from a range of large and niche brokers and insurers from both London and the regional markets.

Ian Simons, director of marketing at the CII, said: “The goal of this paper is not to highlight good or bad practice, or to provide strict ethical rules, but to collate and share current experience and areas of focus with others across the profession.

“Marketers are integral to achieving customer trust in insurance as they sit at the interface between their firm and the customer. It is their role to communicate the products of their business and this ethical guidance is vital.”

The full guidance paper, Ethical Culture: The Challenge for Insurance Marketers, can be found here: www.cii.co.uk/knowledge/policy-and-public-affairs/articles/ethical-culture-the-challenge-for-insurance-marketers/41828

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