The Utilization of Digital Media by Insurance Agents in Developing Excellent Communication with Customers during COVID-19 Pandemic

Authors: Moch. Armien Syifaa Sutarjo, Sri Dewi Setiawati, Intan Primasari

Country: Indonesia

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Abstract: In general, the insurance service business sector, including life insurance, experienced a significant decline in turnover during COVID-19. Prudential Life Assurance, Indonesia, as the market leader in the life insurance industry in Indonesia, was able to survive and adapt while still reaping the most significant profits compared to other life insurance companies. It is inseparable from Prudential's success in adapting and innovating in such a limited situation, especially by maximizing digital media. This study aimed to investigate how Prudential Life Assurance agents maximized the use of digital media during the pandemic to still give their excellent services. The findings show that the digital media used by the agents are WhatsApp, Zoom, Email, Pulse, PRUAkses, PUCekatan, PRUForce, Instagram, Facebook, YouTube and Prudential Life Assurance' official website. The most useful and frequently used applications are WhatsApp, Zoom, PRUAkses, Instagram and Facebook. The agents utilized various digital media to (1) establish communication and provide good service to the customers and (2) promote and market their products.

Keywords: COVID-19, Public Relations, Marketing Communication, Digital Media

Paper Id: 1213

Published On: 2021-08-14

Published In: Volume 9, Issue 4, July-August 2021

Cite This: The Utilization of Digital Media by Insurance Agents in Developing Excellent Communication with Customers during COVID-19 Pandemic - Moch. Armien Syifaa Sutarjo, Sri Dewi Setiawati, Intan Primasari - IJIRMPS Volume 9, Issue 4, July-August 2021.

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