Mr Jagana President of Gambia Chamber of Commerce and Industry |
The poor
public image of the insurance industry is due to the fact that people do not
have much knowledge about insurance and even some of the people who are purportedly
knowledgeable on the subject, by being insured, do not read to know the terms
and conditions of their policy hence do not know what is covered and what is not,
the president of the GCCI has said.
Speaking at a forum on
the “Contribution of insurance stakeholders towards eradicating the poor public
image of the industry” organized by the Insurance Association of The Gambia as
part of a weeklong sensitization campaign dubbed Insurance Awareness Week, Mr
Muhammed Jagana of the Gambia Chamber of Commerce and Industry said the majority
of policyholders take an insurance cover just because they are required by law
to insure their vehicles, or require insurance coverage for visa applications.
Held at the Atlantic
Hotel in Banjul, the purpose of the forum was for the insurance stakeholders to
discuss ways and means of eradicating the negative image of people about the
insurance industry.
“Majority of
policyholders in The Gambia think that insurance companies are good at
collecting premiums and once you get into trouble they bring you a lot of
issues in order to avoid paying claims,” Mr Jagana said.
“Majority of policyholders
believe that just because they have an insurance cover, especially motor insurance,
they should be paid once they are involved in an accident.”
“I am not sure if you
undertake any market surveys amongst policyholders or the public in general in
relation to insurance companies pay-out in The Gambia,” he told the insurance
practitioners.
“I was in URR (Upper River
Region) last week and started to ask people about insurance, quite a lot of
them simply gave me the expected answer; ‘insurance companies just collect your
money. If you have an accident they want
you to get a police report or inform you that your policy doesn’t cover this
amount’.”
Mr Jagana noted that this
could be solved by making policyholders more aware about their rights under the
insurance policy. Most policyholders
feel that once they take Comprehensive motor insurance cover, they have an
all-rounder and do not have to worry about anything.
He also suggested that the
insurance industry can improve or even eradicate the poor public image of the
industry through publicity and advertisement. “Either through IAG or individual
companies to publish or advertise the number of claims paid in a quarter,” he
said.
Still on his
suggestions, Jagana said the industry should: “Get policyholders to talk about
their great experiences, public awareness forums. Expand these types of forums to outside the
inner core of the market, develop community awareness schemes, and educate
prospective policyholders at early age.”
For Mrs Rougie Gaye
Nyan, senior manager at Prime Insurance Company, eradicating the poor image of
the industry can be summed up in two words, ‘education and communication’.
“The insurers need to
educate and communicate more with clients. We only tend to deal with clients
when they have a claim or when renewals are due when we are talking to them
about premium once again,” she said.
Further justifying her
point that education and communication are the main tools to eradicating the poor
public image of insurance, Mrs Nyan said: “For example, not many clients understand
the difference between a Third party cover motor insurance cover, and a Comprehensive
cover. Even clients with Third party
believes they are to be compensated for own damage claims and this is where the
most common statement against us [insurers] emanates from.”
She also noted that the
insurance companies should begin with simplifying their policies. “Most insurers will agree with me that even
people in the industry do not find reading insurance policies interesting. Most of the policies are filled with old
English that are not part of our every day usage.”
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