It's not what you say

The general insurance industry is burdened with a negative reputation that its current customer performance suggests is largely undeserved.

That's not to say, of course, that the industry has been faultless when it comes to all the products it has marketed and the service it has provided. But I am confident that, for example, the insured residents of Folkestone, affected by the recent earthquake, will find that their insurer can be trusted to deliver in their moment of need.

The industry has brought some of the reputational problems on itself. The commoditising of insurance products in a 'pile 'em high, sell 'em cheap' strategy has helped persuade customers that the psychological payback from having insurance is not the protection bought but the premium saved.

That is why it is pleasing to see the start of a re-think in the focus of insurance advertising towards highlighting the positive relationship between the insurer and insured, as well as the service and breadth of protection, rather than how much money can be saved if only the customer insures with the advertiser. Advertisements that focus on the benefits delivered can help improve the industry's reputation and it is to be hoped that increasing numbers of companies see this as a more effective way to market.

Of course, this shift in advertising focus will count for nothing if the words and images used are not matched by deeds. This is why it is so important for us all to embrace the concept of treating customers as we would wish to be treated ourselves.

I recently had the opportunity to listen to a number of examples of customer service in circumstances that varied from the routine to the tragic; from damage to a carpet to the death of a loved one caused by a catastrophic accident. I found the experience humbling as it reminded me that this is what insurance is really all about - bringing help to our customers in times of need.

If we deliver when our customers need us most and promote this as the key benefit we provide, I believe customers will focus on the true value of insurance protection. The potential of saving £30 when they next renew their policy will come a long way second to knowing they have bought valuable protection from a provider they trust.