by Kenny Chee

WHEN life-insurance company Great Eastern was founded in Singapore in 1908, one of the challenges it faced was convincing people that it was serious about maintaining its integrity and commitment to clients.

After all, insurance firms in those days were seen as companies that were quick to take money from policyholders without honouring claims, said Great Eastern's managing director for strategic resource management, Mr Chiang Boon Kong.

Although non-payment of claims is no longer an issue today, the industry is still lampooned in movies, said Mr Chiang, referring to Hollywood film The Incredibles' portrayal of the slow processing of claims.

'A local play I watched recently also made fun of insurance claims. So you can see how difficult it is to market ourselves against such stereotypes,' he said.

Over the years, Great Eastern has adapted its products to the changing needs of its clients as well as people's longer life expectancies.

For example, it has introduced investment- related policies for those who are planning to build a retirement nest egg.

Another area that has changed over the years is how the company markets itself.

In the 1950s, it relied on print advertisements that featured hand-drawn pictures and cartoons to sell its products.

Today, television and the Internet also play an important role in the company's marketing strategy.

What remains unchanged, however, is the firm's core philosophy of providing protection for the family.

Its current marketing campaign, for example, traces the life of a couple from the day they were married to their daughter's wedding day.

This, said Mr Chiang, epitomises Great Eastern's belief of being there for its clients throughout their life journey.

'At the end of the day, insurance is about providing for the family,' he said.

What has Great Eastern done to better serve its clients over the years?

We recently changed our core computer system to allow our agents to carry out transactions online. This means faster service from us, in addition to the quality advice that we provide our clients with.

How does Great Eastern ensure that its agents are able to do the job well?

We do not stint when it comes to training our employees, be they corporate staff or insurance agents.

When people are better trained and more aware of what they can do, they can offer more to clients.

What is the philosophy behind the tagline 'Life is Great!'?

It is about how Great Eastern can help people achieve a great life by providing financial security through its variety of products.

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