SII Lecture - Judging an industry by its words

About the seminar

Based on Jeff Heasman’s experience of editing insurance documents and delivering communication skills courses to insurance professionals across the world, this thought-provoking seminar looks at how language has a significant impact on consumer behavior and the public’s perception of the insurance industry. Actual examples of language commonly used in insurance will be critically analysed with recommendations for communication strategies to create a positive impression with customers throughout their journey and so retain customers or win new business.

Learning Outcomes

By the end of the session participants will be able to:

- recognise the impact that language has on consumer behaviour.
- understand the need to have a strategy for communication that adapts to consumer
behaviour.

-assess the importance of using different styles of language at different stages of the customer
journey, so as to reassure, influence and persuade, as well as retain and win new business.

Seminar length

1 hour

The Trainer

Jeff Heasman is a professional trainer who holds a bachelors degree in law from the University of Glamorgan and a master of laws degree from Swansea University, as well as a post graduate certificate in teaching English language to adults. He spent many years in practice as a litigation executive, dealing with cases up to and including the Court of Appeal in London (England v IBC Vehicles Ltd) and as a senior liability adjuster at Crawford and Company he dealt with insurance claims arising from many worldwide jurisdictions, with a particular focus on public and employers’ liability claims. A former Dean of the Faculty of Law and lecturer in law at Cavendish University in Zambia, as well as a tutor in legal English at Swansea University, Jeff now provides training in insurance law, practice and language to prestigious insurance organisations and companies through the world. He maintains a close connection to the international legal profession, working as a consultant in insurance law to a niche firm based in Istanbul, Turkey and he provides expert claims reviews for a UK-based loss assessors. In addition, Jeff has provided plain language editing services to the UK insurance industry.