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Royal Exchange Prudential Life to deploy robust retail marketing strategy

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Alhaji Auwalu Muktari, New Royal Exchange, MD

Royal Exchange Prudential Life Assurance (REPLA), has said it will focus on customer service excellence, among other major initiatives, in its quest for market leadership. This will enhance the company’s status as a dominant player in the life insurance industry in the next three years.

This statement was made by Auwalu Muktari, Group Managing Director, Royal Exchange Plc during a strategy and budget retreat session of the company which held in Lagos recently.

Muktari also encouraged staff of Royal Exchange, especially those in customer-interfacing departments, to make service excellence their watchword and guiding principle in their interactions and dealings with clients of the company.

According to Muktari, “the customer is at the heart and soul of every organization’s growth and success and it is very important to keep them satisfied if one wants to remain in operation. If the customer is treated well, he/she stays with you, but if they receive shabby and unsatisfactory treatment, they (customers) will take their business elsewhere”.

In his remarks, Wale Banmore, Managing Director of the company, said to service excellence, his company’s focus is also on the deployment and upgrade of a robust retail marketing strategy to take insurance to the grassroots, as well as training/upgrading of its marketing personnel, in line with current realities.

“The future of insurance in Nigeria is the life business, which has not been fully tapped into, and for Royal Exchange Prudential to seek market leadership, an effective and efficient policy of customer service, loyalty and retention must be in place in the organisation,” he added.

“The attainment of these goals, amongst others in the current financial year, will impact positively on the fortunes of the company, increase profitability in the years ahead, improve service delivery to our existing clientele, enable the company to win new retail and corporate accounts and at the same time, boost our premium income and market share,” Banmore added.

He further added, “Management believes strongly in the Royal Exchange brand and its people, it’s most important resource, are more than capable of delivering outstanding service to existing and potential clients, nationwide”.

Banmore further commended all staff of Royal Exchange Prudential, for their drive and resourcefulness, which has resulted in ‘winning ways’ for the company. He further challenged them to “work even harder in the years ahead, in order to achieve our objective of becoming a world class company by within the next three years”.

The 2-day strategy and budget session had in attendance, all the executive management staff of the company, including the regional and branch managers from the over 20 branches of the company.

Royal Exchange Prudential Life Assurance Company is one of the leading life insurance companies operating in Nigeria, regulated by the Nigerian Insurance Commission (NAICOM) and has consistently maintained all regulations and minimum reporting requirements set by the regulators.

Royal Exchange Prudential Life Assurance Company is a wholly owned subsidiary of Royal Exchange Plc, licensed by the National Insurance Commission to offer the full range of life and endowment insurance products. With years of experience in the Nigerian insurance market, Royal Exchange Prudential Life Assurance has an enviable reputation for reliability, integrity, professionalism, technical competence and financial strength.


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