Botswana Life Insurance Limited (BLIL), a subsidiary of Botswana Insurance Holdings Limited (BIHL), which is the fourth largest listing of the Botswana Stock Exchange (BSE), this week announced that it has externalised its brand values to its customers.
Speaking on behalf of BLIL, Thabo Majola, the BLIL Marketing and Communication Manager, explained that this campaign is all part of a strategic move by Botswana Life to become more client-cantered and keep customers and potential customers at the heart of the brand.
Through this campaign, Majola stated that BLIL aims to explain what the company represents to its valued customers as well as its potential customers, and what these customers can expect from it. According to Majola, BLIL’s mission is to offer quality client-centric financial solutions and services to grow and protect the wealth of all stakeholders. “This company’s vision is to be the personalized financial service provider of choice,” he added.
In order to bring the mission and vision to life and adopt a more client-centered approach, Majola highlighted that BLIL has selected to drive and support required behavior through the four values namely Integrity, Teamwork, Creativity and Botho. All these values are linked to the Performance Management System and the general public will over a period of time be able to identify Botswana Life with these values, he said.
“The “BOTHO” value is articulated by showing a Motswana lady dressed in a traditional German print outfit, including head gear, offering an elderly gentleman a drink in a bowing motion. This captures the courteous manner in which at Botswana Life customers and clients are treated and can expect to be treated,” he said, adding that the “INTEGRITY” value is articulated by showing a corporately dressed gentleman taking an oath which depicts the honesty and transparency in which business is conducted at Botswana Life.
‘TEAM WORK’ value, he emphasized, is expressed by showing business people and hands pulling together towards a common goal. He said the depiction on this illustration is that of the importance of working together and, in the process, reducing the difficulty of a task. “The philosophy behind this concept is that Together Everyone Achieves More (TEAM),” he added.
Majola said that ‘CREATIVITY’ value is articulated by showing a boy busy at work on his elaborate wire car, which is a trait that Botswana life has adopted. This trait is visible in the innovative products that are currently available at Botswana Life.
This company, he continued, which is the largest and most established insurance company in the country with a market share exceeding 70 percent, is currently running the Values campaign on television (BTV), billboards and radio.
Majola explained that the creative rationale of this campaign is based on pictorial representations of the individual values in practice
Touching on BLIL’s profile, Majola pointed out that the company has an extensive branch network, with the Head Office and a branch in Gaborone and other branches in Francistown, Maun, Lobatse, Palapye and Selebi Phikwe. He said they offer a wide variety of products that cater for the individual such as Individual Life Insurance and Pensions. “We also cater for groups, such as corporate companies, through Group Life Insurance,” he added.
According to Majola, BLIL’s business is characterized by professional service standards that are delivered by motivated service teams and also by upholding the principles of financial strength, security and corporate governance.