МІСЦЕ КОМУНІКАЦІЇ В ІНФРАСТРУКТУРІ МЕНЕДЖМЕНТУ СТРАХОВОЇ ОРГАНІЗАЦІЇ

Abstract

The article examines the nature and role of communications in insurance management, which is not sufficiently covered in existing research. Emphasis is placed on the fact that the issues concerning the management of communications in the process of concluding, supporting the insurance contract, as well as in the process of work of the insurance company with the complaints of policyholders have not been studied enough. It is revealed that information, communications, together with tools to ensure their effective use, is part of the infrastructure of the insurance company management. Types of communication of insurance companies are studied. The authors distinguish two sub-processes of the communication process: the first involves the impact on target and other audiences of potential future consumers; the second sub-process helps to get feedback on the reaction of these audiences and convey their impressions to the insurance company. Both sub-processes are equally important, their unity and efficiency create a communication system of the insurance company. As a result of the analysis of available research, the authors have identified three stages of communication interaction of the insurance company with policyholders: the stage of attracting potential policyholders; the stage of communication interaction of the insurance company and the policyholder in the process of concluding and maintaining the insurance contract; stage of communication interaction of the insurance company and the policyholder in the process of working with complaints. The article considers the stages of communication interaction of the insurance company with policyholders the most significant subject of the external environment in terms of achieving the company’s goal. The authors note that at the first stage, insurance companies use traditional and non-traditional tools of marketing technologies as communication tools. In the second stage, communications take place during the sale of the insurance product (which is implemented in the following sequence: establishing contact with the client; forming the policyholder’s belief in the need to purchase insurance; registration of the insurance contract) and subsequent support of the insurance contract. At the stage of communication interaction between the insurance company and the policyholder in the process of dealing with complaints, mainly digital communication tools are used. As a result of the study, the authors have made the following conclusions: the available scientific publications do not pay enough attention to the nature and role of communications in insurance management, and there is no systematization of tools at each stage of communication interaction with insurance companies.