Customers buy only when they understand what they get, and trust you enough to ask again.
Insurance sells a promise about the day customers need it most. Sinh Vũ helps that promise be told simply in documents, stay consistent across every advisor and stay clear even in the claim letter.
Three things first: a benefits summary that customers can read and understand, a shared toolkit so advisors speak the same way, and a clear claim letter template. Those three decide whether customers trust you or feel they were promised nothing.
One sheet that says what is covered, when, and what falls outside the scope, in the words customers use every day.
Illustration tables, opening scripts and shared leaflets, so every person speaks in one voice.
Says what has been received, what the next step is and who to contact; written for someone who is worried, not for the legal department.
They all sell peace of mind, but the customers and the moment of decision differ for each kind.
Their customersLong-term contracts that customers often buy through an advisor or a bank, and easily mistake for savings.
Brand challengeDocuments that say plainly whether this is protection or investment, using real-life scenarios rather than jargon.
Their customersCustomers buy for the family and often ask what is covered and which facilities are in the network.
Brand challengeA benefits table that can be read in a few minutes, and a way to check which facilities are in the network.
Their customersCustomers buy for a vehicle, a home or goods, decide quickly and often compare several providers.
Brand challengeState the scope of cover and the process when something goes wrong, right from the moment of purchase.
These are the places where insurers lose trust even when the product has real value.
Dozens of pages of terms; customers sign, then learn something they assumed was covered is not, and quite a few have understood insurance as a kind of savings.
One benefits summary: what is covered, when, what is not, with a short example. The full version is still there for anyone who needs it.
Start from this problemSome speak gently, some overstate; customers cannot tell which is the company's own word.
A shared toolkit: opening scripts, illustration tables, a list of things that must be told clearly to customers. The company approves the content, Sinh Vũ handles the form.
Start from this problemJust when customers are most worried, they get a cold letter full of jargon and no idea of the next step.
A letter template that states what has been received, what to do next, who to contact and dates confirmed by the company.
Start from this problemComplaints about wrong advice over the past few years have left many people wary at the very mention of insurance.
Open with things customers can check for themselves: how to read a contract, questions to ask an advisor, a clear complaints channel.
Start from this problemAt Consideration after the advisory meeting. A customer takes the documents home, family members ask questions, and there is no advisor beside them to explain.
Touchpoints are the places where customers see, touch or hear the company. You do not need to do everything at once. These five decide most of the trust.
Customers read them most closely before signing and read them again when something happens.
It is how the brand appears in front of the customer, through each person's hands.
Where customers view their contract, pay premiums and submit requests.
It is when the promise is tested for real.
Customers carry them or hand them to a medical facility, so they must be clear and true to the identity.
Listed in the order to do them. A new company can stop at step two; a large insurer goes all the way.
A voice for documents, advice and letters: able to explain without frightening.
The benefits summary sheet, product documents and the claim letter template.
A shared toolkit for advisors and agents.
A design system for the app and the customer portal.
Sinh Vũ has not published an insurance project. The two below solve the two nearest problems: talking about money to two groups who understand it differently, and building trust through transparency.
MFinance connects people with idle capital to people who need it for business, which means convincing two groups who look at money in opposite ways. Sinh Vũ built the positioning…
It had to convince two groups who see money in opposite ways; a plain frame, with type placed beside contract text still looking dignified.
The first identity for iCheck, the barcode-scanning app that opened product origin tracing in Vietnam, turning a cold scan into a nod of consumer trust.
A cold string of digits retold through an easy-to-understand confirmation mark; an approach for things customers find hard to verify themselves.
The principles behind it
One summary sheet in front of the full terms: what is covered, when, what is not, with a short example. Words customers use every day, with restrictions not pushed to the bottom. The company confirms the benefits content.
Usually an opening script, a benefits illustration table, leaflets, a list of things to tell customers clearly, and a follow-up letter template after the meeting. The goal is for every advisor to speak in the same voice.
Use scenarios: when this happens, here is what the customer gets, and here is what falls outside the scope. Avoid wording that suggests depositing money to earn a return. This wording has to be approved by the company and its legal team.
What the company has received, the next step, who to contact and dates confirmed by the company. Written for someone who is worried: short and clear, with an explanation for any jargon that has to be used.
Not yet. The minimum is a name, a mark, colors, a benefits summary sheet and a claim letter template. The agent toolkit comes when the advisory network expands.
A few lines about your products, your advisory team and what is stuck is enough. Sinh Vũ reads it and replies within one working day.