Reputation Institute
High level Reputation trends Dutch insurers
Cooperative vs Non-Cooperative insurers
June 2017
1
Reputation Institute is The Gold Standard in Reputation Management
Reputation Institute is the world’s leading
reputation-based research advisory firm,
founded by Dr. Charles Fombrun and
Dr. Cees van Riel in 1997.
Reputation Institute’s RepTrak®
Research is the worlds largest and
highest quality normative reputation
benchmark database.
We answer three fundamental questions
for our clients:
– What is our reputation?
– How does it compare?
– How do we improve our reputation?
Our measurement tool is the RepTrak® model designed and
validated by academia to analyzing the reputations of companies
across industries, geographies and stakeholders.
RepTrak® quantifies the business impact of corporate
communication activities.
Through systematic research and analysis, Reputation
Institute helps companies build comprehensive strategies and
make operational decisions that are designed to align
stakeholders with corporate objectives and create tangible
economic value.
We are globally known for the Forbes-published Global RepTrak®
100, the world’s largest study of corporate reputations.
2
RepTrak® Model: A Single Lens to Analyze and Deliver Reputation-Driven Strategies
RepTrak® System measures a
company’s ability to deliver on
stakeholder expectations across
the 7 key rational dimensions of
Reputation
RepTrak® Pulse connects the
emotional bond stakeholders
have with your company with
rational behaviors
Measures the overall reputation
of your company
A company that has a strong
brand and delivers on
expectations across the 7
dimensions — will earn
support from its stakeholders
3
How Corporate Reputation Links to Stakeholder Support
Companies with Excellent or Strong Reputations get significantly more support from the public.
Poor
0-39
4
Cooperative insurers in the Netherlands have a stronger reputation than noncooperative insurers, however the difference has been decreasing
70.0
67.2
66.0
65.0
65.3
64.7
61.1
61.2
61.5
60.5
60.0
64.6
Cooperative insurers in the
Netherlands
60.9
Non-Cooperative insurers in the
Netherlands
65.2
58.8
55.0
Benchmark
≥ 80
50.0
2012
2013
2014
2015
2016
2017
70 - 79
60 - 69
40 - 59
< 40
≥ 73
E
Strong / Robust
62 - 72
S
Average
46 - 61
A
Weak / Vulnerable
26 - 45
W
< 26
P
Excellent
Poor
5
Both cooperative and non-cooperative insurers are most appreciated for (financial)
Performance and least appreciated for Governance
Cooperative insurers in
the Netherlands
67.7
Non-Cooperative insurers in
the Netherlands
66.3
63.5
64.4
62.2
61.6
64.6
62.4
Benchmark for invest and work
≥ 80
70 - 79
Excellent
≥ 73
62.1
Strong / Robust
Strong / Robust
60 - 69
Average
46 - 61
Average
40 - 59
Weak / Vulnerable
26 - 45
Weak / Vulnerable
Poor
< 26
59.8
60.9
63.0
60.3
62.1
Excellent
62 - 72
< 40
63.6
58.2
Poor
6
Not only non-cooperative insurers, but also cooperative insurers are seen as highly
profitable
Cooperative insurers have
strongest scores for…
Non-Cooperative insurers
have strongest scores for…
1.
2.
3.
4.
5.
1.
2.
3.
4.
5.
Is a profitable company
Stands behind its products
Well-organized company
High quality products
Clear vision for its future
Is a profitable company
Stands behind its products
Well-organized company
Clear vision for its future
Strong prospects for growth
Cooperative insurers have
lowest scores for…
Non-Cooperative insurers
have lowest scores for…
1.
2.
3.
4.
5.
1.
2.
3.
4.
5.
Is generally first to market
Strong and appealing leader
Excellent managers
Open & transparent
Environmentally responsible
Strong and appealing leader
Is generally first to market
Open & transparent
Fair in the way it does business
Behaves ethically
7
bust
nerable
Support towards both cooperative and non-cooperative insurers is rather low
Cooperative
insurers
NonCooperative
insurers
Purchase
56.5
53.2
Recommend
57.6
53.4
65.8
62.3
Verbal support
58.8
54.4
Invest
42.5
45.0
Work for
49.2
48.7
Benchmark for invest and work
≥ 80
Excellent
≥ 73
70 - 79
Strong / Robust
62 - 72
60 - 69
Average
46 - 61
40 - 59
Weak / Vulnerable
26 - 45
< 40
Poor
< 26
Excellent
Strong / Robust
Crisis
proof
Average
Weak / Vulnerable
Poor
Benchmark for invest and work
≥ 73
Excellent
62 - 72
Strong / Robust
46 - 61
Average
26 - 45
Weak / Vulnerable
< 26
Poor
8