NTUC Income has unveiled another stage in their customer-centric Orange Revolution programme which they have called Orange Speak and which aims to ensure that customer contracts are written in plain English and therefore easily understood.
The Orange Revolution was launched a year ago on 19 October 2011 and at that time NTUC Income made a commitment to identify and resolve the major issues people have when dealing with their insurance company.
Using “Honest Insurance” as the underlying philosophy of their strategic “Orange” projects, NTUC Income hopes to raise industry standards and practices and overcome the negative image many people have of the insurance industry.
NTUC Income’s first Orange project was the Orange Force (see Voice 73), a fleet of motorcyclists to assist at road accidents, which was launched in October, 2011.
Now, one year on, NTUC Income have unveiled Orange Speak. Customer contracts have been revised into plain English to make it easier for customers to understand their insurance policies and enable them to make better informed decisions.
As part of the revision of contracts NTUC Income has undertaken the Crystal Mark initiative. This is a globally recognised standard for plain English and guarantees that a document offers simple, clear and concise information. NTUC Income is the first insurance company in Asia to undertake this initiative.
Mr Tan Suee Chieh, Chief Executive, NTUC Income and ICMIF Board Member says: “We are making our contracts as clear and as fair as possible, to demystify insurance and to give customers a fair deal. We will not hide behind legal technicalities and use them as excuses not to pay claims. Instead, we will always honour the intentions of our contract.”
Mr Tan added: “NTUC Income will continue to take new and bold steps to set new insurance standards, eliminate customer pains and set a new agenda to make insurance simple, honest and different.”
Alongside Orange Speak is another initiative called Orange First, which emphasises the importance of fair dealing and trustworthiness amongst the sales force of NTUC Income. Whilst this is essentially an internal campaign, it is supported by a major TV commercial campaign which launched last week. This campaign also appears in print, outdoor and digital platforms. The campaign reinforces NTUC Income’s commitment to being upfront and transparent and depicts how the use of jargon, overcomplicated phrases and terms and conditions puts customers at a disadvantage.
Mr Tan says: “We are excited and even more motivated than ever about using our Orange Revolution and Honest Insurance philosophy to make a difference in the insurance industry and in the lives of the people of Singapore.”