Rising costs of living and medical care is causing Hong Kong’s aging population to grow increasingly discerning in the choice of insurance service providers. ARNOLD YEUNG, Founder and CEO of AMG FINANCIAL GROUP speaks on the challenges the industry faces in its quest to exceed market expectations.
Arnold Yeung, Founder and CEO of AMG FINANCIAL GROUP.
“The days when the consumer took things at face value is long gone,” says Arnold Yeung, founder of the established AMG FINANCIAL GROUP in Hong Kong. He should know after more than a decade of serving Asia’s most sophisticated and market-savvy consumer base.
“Today, your average insurance service buyer has a wide choice of providers. Buyers want to know your (the company’s) heritage, track record of claim settlement, customer service quality, customer retention ratio, on-line presence etc. Insurance buying has to be stress-free, convenient, reliable and cost-effective. Further, the industry never shrinks and with each passing year, more providers enter the market so the competition is fast and furious. Furthermore, while many companies are automating to streamline the sales and service process, the fact remains that it takes a human being to listen and understand a human being. Given the shortage of fresh blood entering the industry, the path ahead is even narrower. But persevere we must, not merely because the market can be expanded intelligently, but because the nature of the business lends itself to serving your fellow man and there can be no greater calling.”
“Once you gain a customer’s trust you can cater to most of their needs. The only precaution is you have to be consistent. It takes years to build a reputation and a split-second to lose it.” – Arnold Yeung
Inward Fork
“Life’s taught us that challenges can be viewed from a fear standpoint or can be accepted as blessings,” Yeung says. “So, while the challenges are broadly twofold – people and competition – I see opportunity in both. The industry has traditionally not spent enough time and resources to nurture the caring aspect of financial advisers and this is important. It is innate human nature to empathize and when a financial adviser finds purpose in seeing how insurance is helping the needy, he/she grows passionate about work. Then there is continuity in care and a new level of customer service is born. Another reason talent is showing less interest in this sector is probably because there is a shortage of self-grown, market-tested managers – professionals who are able and willing to pass on to new entrants a rich and varied tapestry of experience that will serve as a blue-print for their own growth. Students tend to appreciate practical knowledge and that’s where AMG has succeeded. I started this company with less than a fist-full of colleagues and we have grown on the basis of the experience and knowledge we’ve shared along the way.”
“Next, is the issue of competition. It’s never been new and we have to view it as a driving, motivating factor that makes us re-think our quality and strive to constantly improve. This should not come as a surprise to our sector. Our job is to ask the fundamental question – how can I help you?”
Filling a Need
According to Yeung, reputation is vital in an industry that faces strong regulation for a reason. He sees a direct link between reputation and opportunity in a market that wants the same.
“Buyers are willing to pay the price for quality and when they find a provider who delivers on promises and has an enviable customer services record. Then they go with this tried and tested provider down every path of life. A satisfied customer has many needs that he/she may not even be aware of. A good customer does not merely buy life and medical insurance but a whole range of other financial products like investment, annuity, savings, motoring, travel, home and contents insurance etc. Once you gain a customer’s trust you can cater to most of their needs. The only precaution is you have to be consistent. It takes years to build a reputation and a split-second to lose it.”
Turning Point
At the time of writing, the wave of crypto currencies rose to a new height sending investors into raptures of delight. AMG’s portfolio/wealth management business has long since rested on the tenets of non-speculation and steady growth so Yeung may now find himself battling the proverbial band-wagon syndrome.
“Yes, investors don’t want to miss a boat that could be a life changer but then again, the question of sustainability remains. While, I am not against a moderate view of the new paradigm shift, I have a duty to guard my customers from speculative financial exploits that we are all yet to be convinced of. I’d rather my customers be safe than sorry so we will continue to be conservative and embrace the safe and effective regular savings products and conventional financial instruments.”
Changing Faces
“Our markets are changing from two angles. Firstly, we have more people from different places living in Hong Kong, especially from Mainland China. With huge opportunity come bigger responsibilities which include educating these customers and helping get the best possible products that fits their needs. Given the people are often professionally transferred across Asia, there is a question of portability of coverage etc which have to be addressed often across the great cultural divide,” he explains.
Secondly, we have some customers who have their own ‘new world’ view of future, insurance and savings. Thinking of creating apps to earn themselves online billions and no need to plan for the future. In most cases, life is passing them by and if we don’t help, some of them may have left for their retirement is a huge safe filled with dream dollars which will be of no good to anyone.”
“Educating these markets will be a huge but enjoyable challenge simply because the intent to serve and help providing people with the means to cope with uncertainty is reward in itself. This has been our mission from day 1 and the reason why AMG FINANCIAL GROUP is today, one of Hong Kong’s most respected and preferred service providers. I would like to conclude by thanking all my customers and colleagues without whose understanding, support and encouragement we may not have won the prestigious HKMVC Award again this year. Hong Kong may well look forward to a bright and service-oriented future with AMG.”
For additional information, please visit www.amgwealth.com
安心交托 | 安柏環球金融集團
日益增加的生活和醫療負擔催使正在老化的香港人口在選擇保險服務提供者時越加緊慎。安柏環球金融集團創辦人兼行政總裁楊學超談及保險行業在力求突破市場期望時所面對的挑戰。
安柏環球金融集團創辦人-楊學超
楊先生表示﹕「輕率消費的時代早已過去。」安柏環球金融集團一直服務亞洲最高端及最有市場智慧的消費群,近二十年的經驗告訴了楊先生這個事實。
「今天,一般的保險買家都有多個服務提供者以供選擇。買家都想知道公司的歷史背景、理賠紀錄、客戶服務水平、客戶維繫率、線上服務等資料。購買保險必須在毫無壓力的環境下進行,還要方便、可靠,並且合付經濟效益。這個行業未曾收縮,反而每年都有新競爭者加入,他們為這市場帶來激烈競爭。儘管很多公司都將銷售及服務過程自動化,簡化當中的程序,但歸根究底只有人才能對人聆聽及了解。近年行業的新人比較少,前路也會有很多挑戰。然而,我們必須堅持,除了因為可以拓展市場外,還有行業本質是以「助人為本」,使命感給了我們巨大的動力。」
無懼挑戰
楊先生表示﹕「生活教會了大家,挑戰可視為障礙,也可視為祝福。挑戰分兩方面,一是人才,二是競爭,而我在兩者中都看到機遇。傳統上,行業並未花上足夠的時間和資源為財務顧問提供了解及關懷客戶的培訓,這重要的一環多被忽略。若財務顧問能在幫助客戶的過程中找到目標,他們就變得更投入工作。關懷一直延續,客戶服務的水平也就進入新層次。此外,行業正缺乏願意教導新人並能成為新人榜樣的專業人士,所以新人都對這行業有些卻步。安柏明白新人多重視實際經驗,除專業培訓外,也讓有經驗的同事多作分享、讓他們多實習、多體驗,就是安柏的其一成功之道。當初我成立這公司時只有數位同事,我們一直肩並肩,互相學習,互相分享經驗,一同成長發展。
另一個問題是競爭。雖然這已是老生常談,但我們還是會視之為動力以驅使我們時常檢討服務質素,力求盡善。最後,我們又會回歸根本–我可以怎樣幫助客戶?」
滿足客戶需求
楊先生認為,聲譽在這受嚴格監管的行業中至關重要,聲譽與商機關係直接。
優質的客戶大多願意在質素上消費,如果他們能找到口碑佳、素質高的服務提供者,他們就會信賴這些專業人士,讓他們照顧自己生活上的財務需要。滿意的客戶有很多他們未必意識到的需要,他們不單會購買人壽及醫療保險,他們還會有其他的需要,包括投資、年金、儲蓄、車保、旅遊、家居財物保障等。當你獲得客戶的信任,就可以為他們提供更多的服務,照顧他們更多的需要。但重要的是必須保持服務水準。信譽是 ~ 百年累之,一朝毁之。
當你獲得客戶的信任, 就可以為他們提供更多的服務,照顧他們更多的需要。但重要的 是必須保持服務水準。信譽是 ~ 百年累之,一朝毁之。」- 楊先生
雲湧之時
我撰文之時正值虛擬貨幣盛行之際,投資者都趨之若鶩。安柏的投資組合/財富管理一直採取非投機、穩健增長的方針,所以楊先生都難免感到這是一場與熱潮的搏鬥。
「無可口非,投資者當然不想錯過這種難得一遇的機會,但這種方式可否持續發展仍然存疑。我並非反對這種模式,不過,我有責任守護客戶,以免他們墜入未明朗的投機迷局,招致財務損失。為安全穩健之故,我們會繼續抱持保守態度,提供有效及安全的儲蓄計劃及傳統金融工具。」
信心迎變
楊解釋﹕「市場沿兩個方向改變。其一,越來越多來自不同地方(尤其是中國內地)的人士在香港居住。機會多了,責任也自然多了。我們要教育這些消費者,幫他們選擇合適的金融產品。該些專才往來亞洲多地,這些地方的文化差異又較大,所以我們須特別注意保障的地域範圍。」
其二,我們有一些客戶,他們往往有自己一套對未來與保險及儲蓄計劃的新看法,很多也期盼以製作應用程式致富。在現實中,不是每一位也會成功,但時間一分一秒地流逝,如果我們不加以協助,部分可能到退休時還是期待夢想中的金錢,這對誰都無益。」
「教育這些市場雖然漫長,但我們依然享受其中。服務客戶並協助他們在充滿變數的未來好好準備就正正是對我們的一種鼓勵。這是我們一直以來的使命,這亦是安柏賴以成功的要素。安柏能成為香港其中一家最享付盛名、最受歡迎的服務供應商,全賴客戶與同事們的支持。我想在此感謝他們,没有他們的理解、支持、鼓勵,我們今年就不會再次贏得香港最有價值企業大奬。安柏環球金融集團會與香港一同迎接美好、及以優質服務為本的未來。」
如欲知悉更多資料,請瀏覽: www.amgwealth.com
Hong Kong’s Business Leaders share market and interest intelligence in the pages of HKMVC 2018