How to Maximize P/C Insurance Industry’s Crisis Response: Make Small Steps Part of Bigger, Long-Term Strategy

By | April 20, 2020

I’m shocked, just shocked that you’re suggesting that during a crisis that insurance companies might in fact be considered the villains. I’ve never heard that before.”

That’s Richard Levick speaking. Levick, who has a public affairs, crisis and reputation risk management firm named LEVICK, also has a sense of humor. His corporate slogan is: “Fixing the Impossible.”

As Levick sarcastically suggests, while the property/casualty insurance industry is experienced in helping during disasters such as hurricanes, floods and wildfires, it is also accustomed to taking some heat during these crises. Sometimes it’s legitimate criticism but other times it’s insureds, lawyers or elected officials looking to insurance to fix problems that insurance was not intended to fix.

So it is not surprising to find the industry currently dealing with expectations in several quarters that it will fix the impossible situation people are facing with the coronavirus crisis and the economic shutdown. The industry has been here before.

“I think that insurance companies know this. They know that there’s always a challenge, a disconnect between an insured when they find out that something is not covered as they thought it might be,” said Levick.

LEVICK, with offices in New York and Washington, D.C., works with more than 14 different insurance organizations, helping them prepare for and navigate perils from natural disasters to cyber emergencies to reputational harm.

Little Coverage

In this current disaster, insurers are under fire for insurance policies with too little to offer. There are huge industries including airlines and hotels, and thousands of small businesses including restaurants and retail shops across the country, upset that their policies do not cover their business losses. They have some lawyers and politicians on their side.

Insurers have been out in front explaining that even for those that have business interruption, event cancellation or other insurance, their policies most likely do not cover their losses related to the coronavirus shutdowns because there is no damage to property or most have exclusions for viruses.

Insurers are having to explain their stance to lawmakers in various states who are considering forcing insurers to pay business interruption losses the insurers never anticipated under policies, as well as to restaurants and other businesses suing in the belief that their policies should be tapped because they lost business due to action by a civil authority.

‘You have to communicate genuinely and the best way to do that is with as many one-to-one conversations as you can have.’

President Donald Trump himself has weighed in against insurers and said he would like to see insurance companies pay for business losses where policies do not have virus exclusions.

Businesses have been “paying a lot of money for a lot of years for the privilege of having” business interruption insurance, but “when they finally need, the insurance company says we are not going to give it,” Trump said. “We can’t let that happen.”

Trump’s views may have been influenced by celebrity chefs who complained to him recently. Louisiana attorney John Houghtaling II is behind lawsuits by several chefs claiming business interruption losses due to a closure ordered by government should be compensable.

“To avoid payments for a civil authority shutdown, the insurance industry is pushing out deceptive propaganda that the virus does not cause a dangerous condition to property,” Houghtaling said in a press release. “This is a lie, it’s untrue factually and legally.”

The industry estimates that losses for all small businesses (not just businesses with insurance) alone could be as much as $400 billion a month.

Couples with wedding insurance and tourists with travel insurance have also expressed anger over their lack of coverage.

On the plus side, workers’ compensation may help in some cases where health care and other essential workers contract the virus. Most of these employees will have to show they caught it while at work and not elsewhere.

There is one area where insurers have been able to respond. They have been discounting auto insurance premiums to reflect that people are driving less under shelter-in-place orders. More than 30 insurers, including the 10 largest auto insurers, are collectively forgiving an estimated $8-10 billion dollars in premiums. A number are also giving free insurance to those now using their cars for commercial deliveries and most are relaxing payment and cancellation terms.

The industry has also worked the political front. P/C insurance trade groups have been proactive in explaining their position on business interruption. They have succeeded thus far in redirecting the search for financial solutions away from their own coffers and towards Congress, which has already passed a $2.2 trillion relief measure and is working on another. Furthermore, the industry has volunteered to be an integral part of the process of getting relief into the hands of families and businesses in need.

What More to Do

Insurance Journal asked Levick how the industry might continue responding to the disappointment and anger while also protecting its reputation, relationships and solvency in an environment where insurance is not helping as much as many people want right now.

What more should carriers and agents be doing? Levick shared ideas for how the industry can make the steps it takes most effective.

“They know they’re going to be the scapegoats. They know they’re going to be villains here, and so the question is not how do we eliminate it, but how do we reduce it, and that I think should be the goal with insurance companies,” Levick said.

The things the industry is doing — including discounting premiums, expanding coverages, relaxing billing, targeting charitable donations and engaging in politics — align with Levick’s experience and thinking on what can be done beyond saying, “We’re sorry.” They reflect the ideas that it’s important to do something, and even small steps matter.

Break It Down

Levick notes that when U.S. Marines face an impossible task, they break the task down to its smallest elements. “Unzip the sleeping bag, put your left leg out, put your right leg out, put on your left sock, put on your right sock, put on your boots, tie your boots. Why? Because a crisis is paralyzing; it’s overwhelming,” Levick said.

The fear that people are understandably feeling now serves a purpose. “It gets you thinking,” he said, “It has you seeking out hope, looking for solutions; it’s motivating. It’s when it rises to panic that it’s destabilizing and flattens us, so you break everything down into its smallest elements.”

Levick applauds the industry’s customer accommodations and political work and urges that these smaller steps be part of a bigger strategy that can help not only in the immediate crisis but also into the future.

“I think the key phrase here is proactive communications, proactive communications. We absolutely need to be doing that. If insurance companies are sitting there waiting for their clients to communicate to them, that’s bad crisis hygiene,” he said.

Levick offers advice from the late General Electric CEO Jack Welch who advised, “In a crisis, over-communicate.”

According to Levick, “You have to communicate genuinely and the best way to do that is with as many one-to-one conversations as you can have.”

Carriers, agents and brokers, who are the “ambassadors” for the industry, need to keep reaching out, according to Levick.

“This has to be an ongoing proactive campaign. Quite frankly, if I have to go to the insurance company to find out what’s going on about my business interruption insurance, all I’m going to do is be angry. Why do I have to find it? And all I found was some variation of no. No, I want you reaching out to me,” he said.

The messages from ambassadors should extend beyond the current situation and signal hope.

‘This has to be an ongoing proactive campaign. Quite frankly, if I have to go to the insurance company to find out what’s going on about my business interruption insurance, all I’m going to do is be angry.’

“I want you talking to me about the long term. When you talk about the long term, you’re no longer talking about why you can’t do something, but you’re talking about the long term, and you’re saying, ‘This is a challenge.’ But then, you’re starting to talk about hope because you’re talking about the long term. Remember, people aren’t sure they’re going to get through this. Is my business going to survive? Am I still going to have my home? Once you start talking about the long term, then people are thinking sotto voce, ‘Wow, there’s hope.'”

The communications can be via calls, emails, webinars, Zoom meetings, press conferences, an online press room and other forums. “It’s about communicating over and over, but keep them short,” he said.

Each message, while short, should recognize that insureds want to hear more than regrets. The message should give customers something.

“You can explain, but it shouldn’t be the only thing or the first thing that you’re leading with. You’ve got to do that after you’ve shown some sacrifice and some empathy,” he explained.

“Everyone knows what the bad news is; the bad news is I’m not covered. But the good news is in each of these different communications. Here’s one thing that we can give you in your premiums. Two, going forward, here’s what we can do. Three, we’re switching to plain language, so people understand more. Four, we’re explaining why we can’t cover,” he continued.

The tangible offers many carriers are making at the same time they are advancing their financial, political and legal arguments are key to an effective crisis management strategy.

“There’s an old saying in communications that when you’re explaining, you’re losing, but there are some powerful arguments here, and that’s also why the gods of crisis demand a sacrifice,” Levick says. “That’s why doing something like suspending cancellations and renewals is a really good thing to be doing because it shows you’re giving something. That’s the kind of smaller sacrifice you can make, the renewals, that lets people know you care. Your message of caring has to include more than just words.”

Just as important, each message has to align with the values expressed in other communications, including advertising. “You can’t claim to be something you’re not,” he said.

Real Solutions

The industry is right to be active in the broader effort to come up with real solutions. P/C insurance trade groups have been working with state regulators and members of Congress to help craft government solutions and deliver relief.

There is nothing wrong with being sympathetic to the politician’s needs, particularly in New York, but that does not mean agreeing to a law that mandates coverage.

“The last thing in the world you want is for insurance companies to be forced to cover claims in which they receive no premiums, and then be cash short for all those insureds who have other claims that they paid for coverage on. I think that’s also a very powerful and sympathetic argument,” Levick said.

He recommends letting elected officials who are trying to address their constituents’ needs know that they are being heard.

‘If insurance companies are sitting there waiting for their clients to communicate to them, that’s bad crisis hygiene.’

“You want to help them without being partisan,” says Levick. He suggests issuing a joint industry statement, holding a joint press conference, or agreeing to serve on a commission. Thus, the industry helps politicians without committing to future coverage. “You want to be thoughtful about what opportunities you can create here that are platforms that give them a win without causing you undue future harm.”

Looking Forward

Taking steps now to educate the public and insureds through joint media webinars or other activities with disease specialists about the potential for future epidemics and pandemics can pay off later.

“You want to be able to fall back on it, and you want to be able to say, ‘Look, for years we’ve been talking about this, and encouraging our customers to buy policies, and they haven’t,'” Levick said, noting that after SARS some insurers put out SARS policies but people didn’t buy them.

Using plain language in speaking out helps. “People don’t read their insurance policies because they’re so difficult to understand. I think plain language will help,” he added.

That plain language could be in the form of real stories about real people that the industry helps. “Make videos of them,” he advises. This can be done using various web video services including Zoom and WebEx. “You can get great stories with business people talking about how their insurance company is there for them in these other ways, which can be used for search optimization.”

Now is also a time for the industry to remind insureds to check their insurance policies and for brokers to review coverages with them. “We all talk about that, but I can tell you as a small business owner, it’s something that you put on your agenda, and you don’t get to, and that should be as important as your annual or every other year legal review of potential liabilities,” he said.

The current crisis further presents an opportunity for agents and their carriers to contrast themselves with direct sellers that are offering quick buys in minutes or simple forms to fill out.

“They need to talk to their customers conveying the message that having a relationship with your insurer is valuable. It’s not about reducing the premium by another 10%, it’s about the coverage you have when you need it, and the relationships you have, and that’s what needs to be conveyed right now,” he suggests. “That’s the opportunity, and the sotto voce message. So it actually is an opportunity for the industry to increase premiums because they’ll be selling value. Right now, they’re just selling commodity.”

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Insurance Journal West April 20, 2020
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