Thursday, September 25, 2008

又要拆彈

美國國際集團(AIG)這隻龐然巨物不能倒下,美國政府只好出手拯救,但所產生的信心危機卻實在不易解決,特別是旗下分布世界各地的子公司,經營已經遇上問題,例如出現退保等情況。

不要單看退保數字,的確佔總保單數目十分輕微,但禤中怡從香港友邦保險的經紀朋友口中得知,客戶近日致電,確實並非cut單,而是要求從保單中提取紅利金額,或者從儲蓄的保單中,先拿回現金部分,甚至話「等風聲無咁緊,才擺番入嚟」,所以表面上不算失去客戶,但可供公司投資的總額,少不免受到影響。

見到保險界朋友,自然追問近期有否出現「撬單」潮,即叫保險客戶取消原有保單,轉由其提供服務,但立即被朋友責罵,話今次事件對行內同業也造成影響,因為客戶對所有保險公司的信心,多少會產生動搖,而更重要的是,過往接觸客戶時,即使傾新單,也會考慮其舊有保單,甚至鼓勵他們繼續保留,畢竟是長期投資,無謂作不必要的損失,所以亦不建議他們取消舊單。

可惜,估不到這一波信心危機,竟然蔓延得如此迅速,昨日還撲向東亞銀行(023),而且是被新科技所拖累。禤中怡先申報利益,本身在東亞也有戶口,但沒有加入提款人龍內,一來現金不多,更重要的是,香港的銀行基本上屬穩陣類別,實在無必要讓造謠者得逞。

其實,禤中怡早前亦收到朋友傳送過來的類似短訊,並已立刻找朋友問清楚,朋友卻話這是來自同事的短訊,但追問同事後,卻又不知道來源,故此不視作一回事,但當時已擔心其他收到類似訊息的市民,究竟會有何想法,最終惡夢成真。

東亞如何挽回投資者和存戶的信心呢?不妨看AIG出事後,香港的子公司立即打出資訊透明牌,主動提供訊息,再加上港府出面解畫,希望減輕殺傷力。然後再推安心牌,又話退保兩周內有權恢復原狀,讓客戶回心轉意。

同樣,今次東亞管理層也迅速露面,政府金融高官亦第一時間表態支持,相信可安撫不少存戶,況且拿著大疊現金也十分危險吧!當然,即時恢復信心是無可能,但生意是講長遠性的,相信東亞亦不用急於叫客戶回心轉意。

我估計東亞稍後可能要像AIA般,耍出另一招,就是廣告牌,美國友邦退休金管理及信託,以及美國友邦(信託)賣全版廣告,當然話運作無問題,大家放心吧!之後輪到香港友邦用客戶、員工心聲,加上慈善基金回饋社會做賣點,可見其逐步拆彈的處理手法。

或許東亞可仿效香港友邦的策略外,再趁機加送優惠予存戶,以收廣告之效。

(9月25日刊於《am730》)

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