Links between communication strategies and personal insurance covers: a case study of CFC–Life (Kenya)

The purpose of this study was to establish communication strategies used by Alico Kenya, now CFC Life, with a view to finding out the kind of link between these strategies and personal insurance sales. Data was gathered through interviews, participant observation and two separate sets of questionnaires administered to sampled CFC Life sales agents and the general public drawn from Nyanza, Nairobi and Coast provinces. The study found out that the perceptions an individual holds about insurance would determine their response to a personal insurance sales interview or presentation. A communication strategy plays a crucial role in understanding these conceptions and effecting the desired change. Hence there is need for insurance sales agents and employees to be properly trained and well equipped with product knowledge and the necessary communication skills to put this knowledge across. Kenyans also need to be sensitized on the necessity of personal insurance and how it works in controlling risks and life’s uncertainties; this knowledge is wanting. There is need to use the language that the prospect understands best and a more simplified version of policy documents including Kiswahili versions for the rural based clients.