Well, I can tell you from my own experience, when I came to Mango, of course, the first thing I did was to look at what the competitors were doing, what insurers were doing in Russia. And I talked to all the significant representatives, not individually through personal contacts, but just contacted the support team. And it's all quite stale, completely stale, in terms of approach and communication with the client.
First of all, there are a lot of templates, and the templates are not the ones that everyone uses one way or another, but there are huge, right on half a page, so you have to read all this clerical stuff.
Secondly, the lack of any kind of positive human approach. That is, you immediately feel that you have come to the bank and you need to fill out a form number "so-and-so" something. And all my attempts to have a live human conversation with them ended up in the fact that I either did not get an answer at all, because the operators on the first line of support simply do not have these answers, or they have a script that implies that I need to be loaded with a vast amount of terminology so that I apparently go crazy and do not ask any more questions.
We don't want to do that, because for us the most important thing is the client.
And we really want to change the general attitude towards insurance in Russia because insurance in Russia is formed from the word "fear." People are afraid of insurance companies, afraid they won't get paid; they will be cheated, they don't understand how it works. No one wants or knows how to explain it to them. The only possibility is that the agent through whom they are trying to conclude a contract will explain it to them. But, as you understand, the agent won't pay out if there is an insured event. Payouts are handled directly by the insurance company, and so the relationship is very strained, and we really wanted to do things differently.
We wanted people to feel that the insurance company is their friend, who supports them, who is there for them. Yes, they're paying us money, but they're getting it back from us, and all this money that we collect, we're paying our customers. And so the bet was primarily on customer service because that's the face of the company. When we work on the Internet, that's the first thing a person sees. So he sees the website (the cover, the image), and as soon as he starts trying to find something out and talk to them, he immediately comes across our customer service. So the main idea was that we should have people, human communication, support, and we should be very different from the standard accepted way in insurance companies.