THE IMPORTANCE OF CUSTOMER COMMUNICATION IN INSURANCE ACTIVITIES

In the traditional insurance business, customers usually only hear or see their insurer when they take out a policy or renew an existing one. However, as other industries have put the customer at the center and customers have become accustomed to this type of relationship, this approach is no longer sufficient to maintain business communication. As the financial sector becomes increasingly complex and comprehensive, insurers are also expected to improve their communication skills. Above all, the constant exchange of information with customers will help them to better understand the financial services provided by the insurance industry. This in turn will influence the development of their awareness of the risks that surround us and the need to manage these risks properly. In addition, all insurance industry representatives will cite the lack of customer awareness of the importance of insu- rance as one of the biggest problems or the major problem for the development and improvement of the sector. They will also emphasize that it is the responsibility of all market participants to work on educating customers and service users.

Keywords: communication, communication skills, insurance, loyalty