CII aims to close customer expectation gap

The CII has issued guidance to help insurance professionals eradicate the expectation gap between what customers expect insurance products to do and what they deliver.

The guide highlights how insurance professionals should apply the CII’s Code of Ethics to ensure customers understand the extent of cover and service offered by insurance products and receive clear information before, during and after the point of sale.

Five key actions identified by the guide are:

1. Members should positively and proactively enhance clarity of wordings for the average consumer.
2. Where any interpretation could be made, err on the side of the customer.
3. Welcome internal and external feedback about documentation and communications throughout the customer journey and use that feedback (including feedback from complaints) to make improvements.
4. Aim for all reading material to be understood by those with a reading age of 13 or less, as well as ensuring maximum legibility through varying use of font size and colour contrast.
5. Ensure you fully understand the underwriting intent of a policy before communicating with clients and vary your advice, guidance and offerings to suit the level of knowledge and experience of the customer you are interacting with.  

The guide was produced by the CII’s Chartered Transparency Forum, which was created to examine ways the profession can best meet the expectations of consumers.  

To read the full report, visit: https://bit.ly/3m3UB99

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