<strong>18</strong> SIAM News JANUARY 2003 ADVERTISING Full-page ad from the International Tourism Fair ITIC 2000, where <strong>MAPFRE</strong> Asistencia made a presentation.
THE EXPERIENCE CORNER NEW SECTION FOR OPINION ARTICLES CONTRIBUTED BY RETIRED MEMBERS OF SISTEMA <strong>MAPFRE</strong>. Value-Added Insurance Services By José Antonio Naves Quality of service is absolutely essential to any commercial activity, and if possible even more so in the insurance sector, where providing good or bad service is limited in practical terms to managing the accidents guaranteed by the insurance contract. The customer-policyholder only assesses the quality of service provided when the consequences of the accident affect his or her person or insured belongings, because if the damage is to a third party, however much the indemnity costs, and however efficient the management of the accident and the celerity of indemnity payment, the policyholder is inhibited from valuing the quality of service provided, even if his or her behavior is exclusively responsible. This is why, with the exception of some insurance coverage that has a higher accident rate or affects the policyholder’s person or belongings, the quality of service can only be put to the test when there is an accident. This means that in determined kinds of insurance or coverage, insurance companies have incorporated other service provisions, generally with no direct economic indemnity, into economic provisions arising from guaranteed risks, as value added to the basic guaranteed coverage. The most meaningful examples of this are Travel Assistance in Automobile Insurance and Home Assistance in Combined Home Insurance. For Home Fire and Combined Damage Insurance and other simple risks, in the event of an accident the insurance companies offer the option of direct payment of the indemnity amount or having the insurance company handle the repair and/or replacement of the damaged property through its providers, making the repair/replacement easier on the customer, who doesn’t have to worry about contracting the right professionals or following up on the job. Travel Assistance for Automobile Insurance and Home Assistance for Combined Home, Business, and Office Insurance have been a starting point for incorporating other services and complementary provisions into insurance policies, such as counseling in defense against traffic tickets, family legal assistance, systems for renting or leasing vehicles, provisions in case the vehicle is paralyzed, damage claims, etc., with the premise of offering customers the best-quality service. Sistema <strong>MAPFRE</strong>, initially <strong>MAPFRE</strong> Mutualidad, created <strong>MAPFRE</strong> Asistencia in June of 1986, and was the first Spanish insurer to incorporate its own Travel Assistance company. Later, <strong>MAPFRE</strong> <strong>Seguros</strong> Generales implemented the Integrated Accident Center to directly manage accidents and Home Assistance nationwide, by means of telephone centers with permanent service and direct and immediate connection to professionals and providers. <strong>MAPFRE</strong>’s decision to implement those services and provisions and manage them directly was a very important one. Especially with the conviction that they must be provided with the highest quality, with the most advanced infrastructure and personnel with a high level of professionalism and training, permanent services, etc. Moreover, since many of these services are provided through independently contracted professionals, an extensive and meticulous staff of technicians, auditors, and professionals of all crafts is needed to ensure that level of quality. Providers who are submitted to permanent surveys, inspections, and polls evaluating the services they provide, and whose loyalty is won by our compliance with the contracts, immediate payment for work done, conventions, meetings, and other actions intended to integrate them into the business culture and approach. <strong>MAPFRE</strong> can demand this degree of quality because of the volume of services it requires, which allow its providers and professionals to obtain high economic rewards for their collaboration. <strong>MAPFRE</strong>’s experience has taught us that quality of service provided should not constrain itself only to correct contract compliance for the coverage contracted, but rather must extend to other valueadded provisions and services. It also teaches us that their implementation has been an excellent investment in prestige and in our corporate and business image. In conclusion, I recall that when the <strong>MAPFRE</strong> Asistencia installations were inaugurated June 1, 1986 on Claudio Coello Street in Madrid, the then President and Chairman commented that, from that day on, the lights at those offices would never be turned off, that service would be available 24 hours a day, 365 days a year. Now, in 2002, with the company providing service in 52 countries, we can add, as Phillip II proclaimed, that the sun never sets on <strong>MAPFRE</strong> Asistencia. José Antonio Naves Muñiz, who joined <strong>MAPFRE</strong> in 1959, was Assistant Chairman of <strong>MAPFRE</strong> Mutualidad from 1978 to 1995. 19 SIAM News JANUARY 2003
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