ICBC Seeks Stronger Stakeholder Ties: Report

Terri Goveia | March 11, 2010

The Insurance Corporation of British Columbia  (ICBC) wants to strengthen relationships with its customers and brokers, according to a new strategic report.

Independent insurance brokers handle over $3 million in policies for ICBC every year, and brokers play a key role in the public insurer’s efforts to improve relationships with customers, the report, ICBC Service Plan 2010-2012, states. It sets out three main goals for the insurer going forward: improved customer service, a better employee experience and financial stability.

The insurer hopes to boost its consumer satisfaction levels with key services,--including insurance services, driver licensing and claims--by 2012, by investing in new business systems and processes.

Better customer experience

Among the measures aimed at raising consumer’s perceptions of ICBC: educating them about pricing and value of auto insurance, and improving their “customer experience” with claims, and extended “contact channels” with them.

“We will be making much-needed investments in our aging customer service systems as part of a business renewal program called the Transformation Program,” writes Richard Turner, chair of ICBC”s board of directors, in a letter to B.C. Solicitor General Kash Heed that prefaces  the report.  “In doing so, we will be better able to meet increasing customer expectations regarding  product offerings, pricing, and service; better ensure the reliability of our systems and allow more options for customers; and implement more streamlined processes for employees that will improve customer service.”

Key partners

As ICBC moves toward new rate plans, it singles out brokers as a key partner in educating consumers about the shift, which will reflect driver skill and safety.  “As we proceed with the implementation of rate design initiatives, we expect more time will be needed by brokers to discuss these changes with our customers at the point of sale,” the report states.

The insurer plans to consult brokers and other stakeholders about imminent changes, to garner support for the new strategies.

Employees, too, will see changes with more communication and training on the new strategy, as well as a new performance management program that will foster a “high performance environment,” the report states.

The report also outlines ICBC’s upcoming efforts to contain costs through efforts that address claims costs and crashes, better claims processes and public awareness campaigns. 

“Continuing to provide value to all of our customers as their expectations increase will be an ongoing challenge, particularly in the face of claims cost pressures,” the report notes.