DIRECT TO THE POINT - Marketing strategies in the time of call centers

by Gregorio M. Poblador, Direct Link

Long before the boom of the contact center industry, the idea of having all the services for any car owner’s immediate needs via phone call was introduced by Direct Link.

For the car owner, getting insurance has never been as convenient. We have removed quite a number of steps in the process of obtaining car insurance. Key to this is the absence of an insurance agent or the middleman. The client talks directly to us (hence our name DIRECT LINK) and have everything in place within minutes. The reduction in procedures greatly reduces our overhead and so we could pass on our savings to the customers in terms of lower premiums and additional services and features.

Direct Link started out in October 29, 1998 as a joint venture of two reputable key players in the local and international insurance industries, namely: the UCPB Group of Companies and Crowe Insurance Group of London. From a small company of nine employees, including myself as general manager, we have grown into the leading provider of convenient, reliable, and affordable car insurance to the public.

Now, as president and chief operating officer of Direct Link, I am proud to say that the company has bloomed and has successfully groomed 29 dedicated employees to service the car owner’s needs.

Over the years, like any business that created a unique impact, Direct Link has spawned copycats. We are actually happy about this since it validates the way we do business. We are also keenly aware that to maintain leadership, we need to continue to innovate and improve further our services.

Market value

Direct Link’s advantage is its unique and better products and services that clients will trust for a longer time. From the start, Direct Link has always been sensitive to the customer’s needs. Its top priority is to provide reasonable cost yet high-valued car insurance packages, as well as to give a hassle-free claims and worry-free motoring assistance.

One, we have Gawa-Agad centers all over strategic places in Metro Manila and key provinces nationwide. These are repair shops of 4-5 star CASA standards.

Two, Direct Link has established its exclusive Direct Link Rescue Club. This gives policyholders value-added motoring services, hassle-free claims, and worry-free motoring assistance. How does it work?

All car owners insured through Direct Link automatically become members of the Direct Link Rescue Club. As members, they can avail of 24/7 nationwide service for free towing and roadside accident assistance like vehicle removal (even if it’s on a ravine), alternative transport (if vehicle can not be repaired within four hours), hotel accommodation (if repair is not possible within 24 hours), minor on-site repairs, claims assistance, emergency message relay (for family members and other loved ones), critical information assistance (guides to nearest hospitals, Gawa Agad Shops, etc).

Added services are car registration assistance and 24/7 home assistance such as referral to locksmiths, plumbers, electricians, home appliances repairmen, pest control contractors and home movers.

Maintaining the lead

Direct Link has always been aggressive in its marketing campaigns and various events like golf tournaments, car shows, and corporate sponsorships, among others. Our top priority is customer service - trust, confidence and satisfaction of clients.

We go the extra mile in “wowing” clients through various promotions both for new and existing accounts. Cognizant on maintaining Direct Link’s premiums is to be competitive in the industry without compromising the quality of service. We give services to our clients especially on claims servicing, personalized despite the fact that we do business over the phone. For our loyal clients, we give tokens during birthdays and for every referred account.

Through the years, Direct Link is very proud and honored to have groomed its very own Simpleng Kausap Account Servicers. When you call Direct Link for a quote, car insurance application, arrangement for policy delivery, motoring or claims assistance, we guarantee that you always speak with the best person who immediately understands and answers your needs.

Ever since Direct Link started in 1998, it sustained intensive strategies like market penetration and market development. These are important for Direct Link in order to increase its customer base and consistently be known to its target market. This is also the reason why the company is currently focused on its branding efforts, which is timely since direct competitors are gradually emerging.

We are considering an integrative strategy with an objective to capture new business while maintaining our clients for the last nine years.

Presence is the key

Tri-media advertisements proved to be effective for Direct Link in terms of creating noise for its promotions and as support to the branding efforts of the company. Also, we rely on unconventional marketing like the very effective word-of-mouth strategy.

Word-of-mouth is different because it does not incur cost for Direct Link as compared to advertisements –such as print, billboard, radio, television, among others.

Likewise, it is obvious that word-of-mouth is an effective manner of capturing a bigger market. It is like viral marketing through Direct Link clients using positive testimonials about the company. But then, when it comes to maintaining one’s branding strategy, tri-media is still a consideration while word-of-mouth reflects Direct Link’s commitment in giving quality service to the motoring public, which are the same values expressed in its advertisements through the years.

Penetrating new markets such as the provinces, is a challenge because getting car insurance is like having a personal relationship with one’s agent who normally happens to be a close friend or a relative. To penetrate conservative markets such as these, it is essential to know the market structure, its distribution channels, and most especially the characteristics of the target market. It is important to understand the buying behavior of your customers -their response to promotions, response to your sales approach, etc. Discovering their motives in buying product and/or service being offered is winning the hearts of the target customers in the long run.

Solving immediate problems

Direct Link is well known for its quarterly promotions such as discounts, bundled freebies like free gas load up to one thousand pesos, e-pass, or an EC Tag (used in Slex and Nlex respectively), just to name a few. These caused an issue among the industry players, most especially the agents.

Direct Link understood the issues and concerns of its co-players in the non-life industry particularly in the car insurance business. But this did not stop Direct Link from advertising. As I have mentioned, Direct Link is dependent on its aggressive advertising strategies but is now conscious about maintaining a low profile in promotions as a sign of goodwill and respect, particularly to the persevering agents.

Keeping the customers happy

To make effective marketing of your product/service, I believe the first thing you need is to know your customers better than before. Make a close communication with your customers and try to get their views regarding your products and or services. Always try to know your customers so that you can make your step stronger and more effective to make them more satisfied with what you offer.

Establish good communication with your customers because they are your direct source of first-hand information that can help you better understand buying attitudes and motives towards your product/service. Also, create a strong relationship with customers and your may earn thriving “evangelists” of your brand.

Timing is also essential because in the marketing field, as well as, in the whole business field, time affects very significantly. If you fail to convey your message to your customers you will never get the best result.

And with the classic 4Ps -product, price, place, and promotions of marketing, I’ll leave you an advise from a famous marketing guru, Peter Drucker, “Marketing and innovation are two chief functions of business. You get paid for creating a customer, which is marketing. And you get paid for creating a new dimension of performance, which is innovation. Everything else is a cost center.”

Direct Link Car Insurance
Call us today at 88-725-88
Toll Free, 1-800-1888-LINK(5465)
Discover more perks at www.directlink.com.ph

Mr. Gregorio M. Poblador, as outgoing President and Chief Operating Officer of Direct Link Car Insurance, shares his passion for marketing coupled with strong customer service, which strengthens Direct Link through the years. The said agency is the very first in the Philippines to introduce direct marketing of car insurance to the motoring public through a call center.