Writing to express and not to impress

The need to use clear and transparent language is a major issue in the insurance industry.  Professional codes of conduct, the law and business ethics require that advice is given to clients in a way that enables them to make informed decisions.  The industry is full of jargon that is not clearly understood by clients and furthermore, documents and correspondence tend to be written in an archaic and illegible manner.

Plain language goes to the heart of understanding, transparency, honesty and trust between businesses and clients.  Therefore, plain language not only aids understanding, it can result in retaining business and indeed winning new business.

This session will teach you how to communicate clearly to improve customer experience and drive growth.

Book Online
This free event is open to all CII/PFS members and their guests and offers the choice of attending in person, following the presentation live via Microsoft Teams, or viewing a recording afterwards. This session will be of interest to everyone involved in insurance or financial services.

To reserve your place, please choose the relevant ticket type below. Access to a cloud-based copy of the recording will be made available for all bookers irrespective of ticket type.

Please note that spaces to attend the event in person are strictly limited and will need to close by 9.00 am on 5 May.

Learning Objectives
By the end of the session, participants will be able to:

• understand the benefits of plain English in modern business communications
• appreciate the need for clear and transparent language in the insurance industry
• recognise typical jargon, cliché, legalese, archaic words and phrases, and be able to use credible plain English alternatives
• appreciate how style and layout can significantly impact the readability of correspondence and documents

About our Speaker
Jeff Heasman worked as a litigation executive and senior liability adjuster before branching out into language and psychology.  Jeff holds both a bachelors and a masters of law degree, is a qualified language instructor and also a certified practitioner member of the Academy of Modern Applied Psychology as well as a member of the Association of Business Psychology.  He delivers courses across the globe, either face-to-face or online.  Jeff maintains a close connection to the industry by regularly providing consultancy in areas such as law and communication and he provides consultations with individuals and teams regarding cognitive skills, such as decision-making and problem-solving.

In 2020, Jeff graduated top of the class from the Yale School of Management Executive Education programme in negotiation strategies with a score of 100% across all modules and he is recognised as an expert in the field of negotiations within the insurance industry.  Other areas of specialist expertise include insurance fraud, claims handling and the synergy between product design, brand promises, marketing messages and customer expectations.  Jeff is currently completing a doctoral thesis with a Swiss business school, focusing on human v automated decision-making in insurance claims and its potential impact on customer trust.

Getting There
If attending this event in person, please aim to arrive between 9.00 and 9.15 am as the session is planned to start promptly at 9.30 am. Tea, coffee and biscuits will be available on arrival.

Ansvar's office is 12 minutes' walk from Brighton train station and a 9 minute walk from bus stops in the Old Steine or North Street areas.

There are also a number of pay on foot car parks nearby.