Edge Magazine..

The EDGE Magazine 2 ripping water hollows out stone, not through force but through persistence’. What a quote! The even- D l publication of this magazine demonstrates tua how persistence is an important ingredient of success. Maya Angelou once said that you may encounter many defeats, but you must not be defeated. In fact, it may be necessary to en- counter the defeats, so you can know who you are, what you can rise from, how you can still come out of it. When it looked like The Edge had been defeated, its existence threatened, its presence faded, it emerges again in new format, morphed into something bigger. The Edge re-emerges with vigor, re-written by a team whose passion is a reflection of DAP that forms their DNA! It is all about us: the Liberty Life family. This Family has had a num- ber of interesting activities that have spiced and shaped up our life here. One cannot fail to feel and notice its leap to great heights. In this issue, we highlight what has been happening. Right from the Summit (the MDs desk); to the Social Corner where we share some interesting tidbits on marriage and weddings!; to the Customer Service week where we seek to show how we put the best foot forward by showcasing our skills in Customer Experience: indeed it is a differentiating factor in modern business; to the team engaging activities that the family will live to remember in the next 12 months! Of course without forgetting our very important pillar of business, the Sales Challenge. And those who travelled to the land yonder…. thrilling. We thank The Edge team for its collective, unyielding support accorded to this issue from the start to its conclusion. Have a happy reading!

NEWS... 3 Customer Service Week... Edge Editorial Team… By: Deberius Juma he year 2016 is a Deberius Juma T year that has witnessed a trend where customers are Connie Kirika setting their own terms. No longer Victoria Mwangi does a ‘today’ customer compare Bonventure Conyinno you only to your direct competitor. No! We Darlene Ikirima are in the insurance space, but our customer service is being compared to the customer’s recent experience at the telecoms shop, at a restaurant, at the airlines, or even to an employee at a grocery shop who is so helpful and mindful. The rise in the millennial customer base is a trend that should jolt us into action. For us to remain afloat, we should recognise the characteristics of this population and capitalise on them. Shep Hyken, a renowned customer experience keynote speaker, says that this population is tech savvy and interacts with companies differently compared with the older generation. Besides this, they have lower tolerance to slow response time to their issues, whether on social media or email or even our contact centres. Our customers want and expect appreciation from us. Companies that take their time to appreciate their customers stand out from the rest. During this customer service week, both internal and external customers were appreciated. We stood tall. This is not just an obligation or were we doing this because every other company was doing it, but it is a culture where we put the customer first. -End -

MD’S CORNER... 4 by Abel Munda service by our staff and agents to our clients assures me that we shall attain the top position very soon. How would you say the year 2016 was? However, I would like to remind all of us that a brand The year was generally well except we did not meet the is also about service/experience, so no matter how new business targets. It was a tough year for new much you invest in promotion campaigns, if you don’t business but we are focusing on new opportunities have the service to match it, you shall have wasted and we expect to turn around this picture as soon as money. I wish to call upon all of us to consistently possible. We have also had challenges with renewal offer contributions for our pension business due to some schemes that have terminated because our comparatively low bonus declaration. Again, we are reviewing our investment strategy at the Investment Committee in order to address this situation. In the meantime, we introduced the Boresha Maisha product to cater for people who want high returns but without the guarantee that one would get in our traditional pension product. Any key achievements you are proud of? The launch of our EVP and the CVP was a milestone. I am equally proud of our re-launch of the Boresha Maisha product. Any key challenges or learning’s drawn from the year? We continue to face challenges with renewal of group schemes due to rate undercutting. We also disappointed some of our clients with low bonus declaration. The best way to counter such issues is through unmatched service. Most customers want excellent service and this is why we came up with the CVP. It has also been a year of low returns in the capital markets particularly the stock market. We must however maintain a disciplined approach to the investment of our policyholder funds. We constantly review investment performance in the investment committee and (where necessary) change strategy for the benefit of our clients. What are your thoughts on the brand awareness and its growth since rebranding 2 years ago? The Liberty brand has grown quite well in the last two years which has enabled us to remain among the top 4 brands in the country. Our main goal is to be number 1 and we will soon be investing in our brand promotion. In order to achieve this, excellent

MD’S CORNER... 5 tougher. We have been well trained and we know what it takes to win, and to win we must. Make sure you set some goals for yourself even as you discuss ‘‘We must not wait to be your KRAs with your supervisors. I always like to set goals for the year so that I celebrate when I achieve them. I don’t know if goals are the same as resolutions which, most often, are made told what to do by our to be broken. Ensure you achieve your goals. supervisors.’’ -End- great service to our customers; let us ‘wow’ them at all times. What would you advise staff as we begin the year? First I wish to start by appreciation all our members of staff and agents because they are at the core of our strategy; we cannot achieve our objectives without them. The year 2016 went so fast and this year will even go faster with the looming elections. So, what I am saying is that one must run in order to achieve their objectives; whether personal or for the company therefore must not wait to be told what to do by our supervisors. I can re-emphasize that the company values everybody who plays their rightful role and contributes to the growth of the organization. The year2016 was a tough year but the level of contribution by most of staff was tremendous and I salute them. Having enjoyed the holidays, I expect each one of you to come back rejuvenated and ready to take on the New Year with the necessary vigour. What’s in store for 2017? As I mentioned earlier this year promises to be a tough one given the elections but as they say, “when the going gets tough, the tough get going”, and I know we are

BREATH OF LIFE... 6 By: Wangechi Gachahi e often cruise the streets and catch a glimpse of a couple or two with W their children in hand deep in conversation about life, hopes and dreams that are yet to come true. And we murmur to God about our secret desires of a family just like that one. Or we arrive in church and meet with friends with whom you shared the premarital class and shared life with; and God seems to have visited with them more than once in recent years. They seem to have it all 'together'. The we analyse the life we are leading and launch into a soliloquy about the 'why' question. Fast forward 2 years later, in room 11 of the Agakhan Hospital duplex, a baby was birthed on a cold Tuesday morning. I waited anxiously for the first cry, it did not come immediately, but it came! You can imagine the joy, the anxiety, tears cried, plans laid out; all that culminated into that single phenomenal moment, I called it the moment of decision that my destiny is shaped, as Tony Robbins would put it. I knew my life would never be the same again. You see, 4 days back I had gone for my last clinic visit with the doctor (God bless his heart) and he confirmed that all was well with the baby and I. But two days later I could not feel the baby's movement all day and I remembered the list of danger signs my doctor had written for me on a piece of paper tucked away into my purse. I fished it out and there it him in the best way I know how and that my inadequacies was, number 3 on the list. My husband had to leave work early and imperfections will not affect his upbringing that day as I was in panic mode by now. Somehow there was little traffic that day and there were no long queues at the clinic - End - as was the norm, the Lord was at work. We quickly got into the first place of the sonographer's queue (these were the longest 10 minutes of my life). At last we were called to have the ultrasound done and it confirmed one of our worst fears, he had a double nuchal cord. On consulting the doctor of the chances of survival, we knew surgery would be inevitable. I was not prepared, I had all these plans of how it would be and had even contacted my doula. So when the baby cried, my heart leaped and I said a silent prayer, life had overcome all. Then began the sleep deprived nights and the zombie like mornings. Frankly I cannot recall how days turned to nights and nights to days until the legal time limit was spent. Suddenly there was a little person who was fully dependant on me for his all. I knew my life has changed when he cried and I cried too! I am naturally a problem solver but this, I was not accustomed to. Mum never gave me a manual and I would often call to feed from her three-time experience. But all she would say is, 'Children are different, I have not faced that challenge.' The world had suddenly become small, extremely small. I could hold it in my hands but could do nothing to mould it. I sort divine facilitation as I knew God is the creator of life-of course He would know how to deal. I confessed all the sins I committed towards my own mother and sought reprieve. Now 8 months later, i cannot believe how time flies! He sleeps all night; can you believe it? I know, I can't believe it, seeing that some nights I just wake up find out whether he is breathing before going back to sleep. I often shed a tear knowing that he is a miracle and pray for women who have the desire and have not had such an opportunity. I pray for wisdom to raise this child in the ways of the Lord and that he may never depart from His teaching. I pray for patience to train

LIFE AFTER THE WEDDING 7 by Victoria Mwangi later that is towards end of 2013, we ended up in the same department – CSC. Our friendship begun while we were in e have all dreamt on the fairy tale, a handsome the Customer Service Department and for a while we were knight/beautiful princess whom we will spend nothing but friends. Later on, Ruth changed residence since W eternity with. God created this person for you, to she wanted to be near the work place and as a result was love, complete and support you. Some of us, me included, looking for a church. I invited her to our Bible Study and over are still looking for this person. I wouldn’t be in a position to time she felt that was home to her. It is here that our offer advice in this section but what I have learnt from interactions intensified and our bond grew stronger. spouses that I have interacted with are the Ingredients for a How did you know she was the one? successful marriage are love, respect, trust and friendship I First and foremost, I would say we met at a time when our minds were clear that any relationship was towards marriage. Again our friendship and relationship was nurtured inside of a context that strongly emphasized certain biblical values. Through the guidance of our mentors and leaders and prayer it was clear that we were meant to spend the rest of our lives together as husband and wife. So from that moment, the structure of our relationship changed and it called for a high level of maturity What would you say you are enjoying most about marriage? The most beautiful thing in a marriage and I believe every couple will agree with me is to spend the rest of your life with your best friend and doing what you were created to do. I find fulfilment in this phase of my journey and have no regrets for the decision. I look forward to every day in my marriage Marriage is enjoyable if God is involved in every stage. In a time when many of our generation do not believe in marriage – my message is: it's possible and you can enjoy it to the fullest if you play within the rules; operating within the values talked to Maureen Kabugi and Joshua Mutugi, the recent newlyweds at Liberty Life, to get some tips in this area. of trust, true covenant, faithfulness and having God as the From Mrs Maureen Macheru's view: centre of focus - End - How did you both meet? I attended a training session a few years back where I saw a fine-looking gentleman and my heart literally skipped a beat J. I said hi to him and the rest is history J How did you know he was the one? I was looking for a person that I could have a good quality relationship with. He is a genuinely caring person and very empathetic. Since we got along very well (most of the timeJ), I was sure that I wanted to do life together with him. What would you say you are enjoying most about marriage? The quality of my life has transformed for the better since getting married (I hope it is mutual, LOL) because he supports me in my pursuit of the things that matter to me. I also love the fact that being married to him feels like one loooong date J From Mr Joshua Mutungi‘s view: How did you both meet? We met at Liberty Life by then it was CfC Life. We were working in different departments (Premium Processing and Customer Service). We used to have a fellowship where her boss then was part of the same and she was invited for prayers. This was the first time that we met. Some months

8 WHAT TO WEAR TO A WEDDING... Don't wear white because it competes with the bride. by Deberious Juma There are plenty of other colours available. nce in a while we all get invited to those special and Remember it is her day. social occasions like weddings. It turns out to be Don't wear black or sequins during the daytime. This is O particularly tricky when it comes to deciding what to no funeral. wear. I was having a chat with Sylvia who is a fashionista Don't worry about wearing the same colours as the and breached the topic, and she turned out to be quite bridesmaids or mothers. You can't possibly helpful in this field. Here I share some of her suggestions to coordinate with everyone in the wedding party. make you feel comfortable and at home at the weddings, Creativity is appreciated. giving you a chance to strut around in confidence and enjoy Do wear something feminine and appropriate, out of the cake. respect for your hosts. Club wear, overtly sexy clothing (strapless, see-through, etc) doesn't belong Wedding Guest Style for Her at a wedding Informal Daytime: Short dress or suit (business attire OK Don't wear opera-length gloves (to top of arm) with for morning weddings) anything but sleeveless or strapless gowns. Informal Evening: Cocktail dress Do take off gloves to eat or drink. Semi-Formal Daytime: Short dress or suit Do use good judgment if the invitation doesn't specify Semi-formal Evening: Cocktail dress the formality of the event. A pastel suit or soft floral Formal Daytime: Short dress or suit. Hats and gloves dress for daytime or a little black dress for evening optional. (after 6 p.m.) will take you almost anywhere. Formal Evening or Black-Tie: Long or dressy short cocktail (beading, glam accessories, wrap) And who said men should just jump into any thing they come Ultra-formal or White Tie: Long gown, extra glitz (furs, across first in the closet? Sylvia begs to disagree. The diamonds, etc.) women will be looking nice, and my bothers from Mars should complement the occasion by considering the And to avoid turning out as a fashion disaster take note of following. the following; Do's and Don’ts for Her Wedding Style for Him Informal Daytime: Dress shirt and pants, preferably a sports jacket. Informal Evening: Suit Semi-Formal Daytime: Suit Semi-Formal Evening: Dark suit Formal Daytime: Dark suit and tie Formal Evening: Tuxedo (if invitation states \"black tie\") or dark suits if women wear short dresses. Ultra-formal Evening or White Tie: White tie, vest and shirt. Do's and Don'ts for Him Don't try to get cute with a tuxedo. A black tux with white shirt and black bow tie is the best way to go. If \"Creative Black Tie\" or \"Texas Formal\" or some sort of other vague formal description is used, then going with a tux and black shirt, no tie, might be acceptable. Do wear a dark suit, with a tie if the wedding is after 6 PM, and doesn't say \"Black Tie.\" Don't wear a tuxedo during the day time, regardless of the formality of the event. Do use good judgment if the invitation doesn't specify the formality of the event. A dark suit and conservative tie will take you just about anywhere. So guys; don’t panic anymore about what to wear when you get those cards. Get the couple a nice gift to go with it and step out into the sun with glamour. (Some tips adopted from About.com Guide by Cynthia - End -

GALLERY... 9

STORY FROM CHINA ... 10 by Stella Njunge city’, Guangzhou is the most strategic hub of trade between China and Africa. n the year 2015 the Approximately 200,000 Africans live in I management of Liberty the city and the number keeps growing Life Kenya defined key with each passing day. ‘We felt more at strategic objectives to home in Guangzhou’ says Stella. ensure that the company ‘Overall the people were friendly but consolidates its position language proved a barrier. We had very as a key player in the helpful guides Jeans and Jackson. It was Kenyan Life Insurance impossible to move around without them Industry. as communication was a problem’ said Stella. Key among these strategic objectives is to Chinese visit the historic sites in large grow persistency, numbers and travel as a complete family increase policy count and unit including grandparents. The team improve agent’s was quite challenged to see how fit they productivity. were, including the older people. Exercise and good health is their way of To ensure target life. China is now a one party state, after achievement, a number of the end of the dynasties where they were sales campaigns and ruled by emperors. challenges were launched to spur production. Among them is the Palace, among others. At the Great Wall The cities were very clean; there is no Chomoka challenge that is currently of China the team had to use a cable car littering despite the high population. running where the top agent will drive to access the higher points of the wall. Guangzhou is home to 15 million away in a brand new car. Each year, a More modern sites visited were the Chinese and is the 5th largest city while foreign trip challenge is launched where Guangzhou old town, Beijing Olympic Beijing is the third largest. In terms of the top qualifier win an all-expense paid Stadium, a herbal medicine market, a manufacturing Chinese industries are for trip to an overseas destination. The 2015 pearl shop, a tea shop and a silk factory. all markets whether low or high class and destination was China. For commercials the team visited an the selection is quite wide. electronics centre and a clothing mall. Asked whether they missed anything But why China? ‘China as a destination while in China, Stella had this to say; ‘we was selected after consultation with the Stella had this to say on the Chinese had issues with band width, no google, agency team. It was viewed as an delicacies; ‘Chinese believe in natural no Facebook, they were simply attractive location,’ says Stella Njunge, foods and their herbal tea is an unavailable’. General Manager Retail business. The accompaniment for all meals especially contest ran from 1st April 2015 to July in Guangzhou. We ate a lot of So what is in store for 2017? ‘Germany 2016. Joseph Ikirima was the only mushrooms, rice, chicken, fish and tunasija! (Germany here we come)’ says qualifier in the Agency Managers' vegetables. For those with more exotic Stella. ‘The team has rolled up their Category while the agents’ category had palates frogs, turtle, monkey, snake, and sleeves and is looking forward to the trip.’ three qualifiers namely Catherine rats were available. The food was very Mutinda, Kennedy Nyambare and fresh; we took some time to adjust to - End - Franklin Bora Malenge. eating with chop sticks but eventually got the According to Stella, the trip was hang of it.’ informative and a good cultural experience, ‘We visited two cities Beijing The people have not had and Guangzhou, where we visited many much interaction with historic sites and were given an Africans in most of the education in Chinese mythology and sites visited by the team history.’ Martial art is a major part of and therefore there were Chinese culture and the team had an many requests for experience of attending a Kung Fu photos. Nyambare was a theatrical show. They also sailed a night popular target and cruise on the Pearl river in Guangzhou. almost hit celebrity status in China. Among the historic sites visited were the Forbidden City, Tiananmen Square, The But did you know that Temple of Heaven, The Ming Tombs, there is a city in China The Great Wall of China, The Emperor’s called ‘little Africa’? Also Summer Palace, The Presidential known as the ‘chocolate

THE PROPOSITION... 11 by Loise Njunge rejected the first time. This then calls due to the altered policy. Thus, each s an insurance agent, my on the insurance agents to spend addi- time there is an error in information the goal is to spend the ma- tional time filling out the same forms. paperwork must be filled again. Paper- A y of time bringing in So just when a new bundle of paper- work is a crucial part of the insurance jorit new business, a considerable amount work is finished, the old package agent’s life, but the idea is to minimize of time managing existing accounts makes its way back for corrections. the time spent on it while maximizing and the least amount of time on menial The cycle repeats daily with less time the return. tasks like filling out paperwork. After to solicit new business. What causes How do we become business focused many years in the insurance industry, I this scenario then? rather than being paper-centric? How have seen a pattern day-to-day that It is imperative that we acknowledge do we leverage on technology to deliv- turns out contrary. For many agents, the importance of paperwork in the er us from this morass? their days frequently function in the reverse direction with the greatest time spent each day on filling and re-filling out paperwork as part of their daily routine. Woe unto you if you messed up filling sections! You have to ‘really’ justify a replacement. Usually, an insurance agent comes into the office each day to renew their energies by attending meetings, listen- ing to motivational speeches; getting to exchange the previous day’s challeng- process. This means receiving the cor- Technology deficiency is the first major es with others and above all sell insur- rect information and having it input and issue facing the insurance industry ance policies. However, somehow, processed is imperative at the form today. It is lagging behind in technolo- whether at the beginning, the end or level. Besides the business metric of gy upgrades. Most agents use static throughout the whole day, filling out time and money spent on not-in-good pdf/Excel documents and usually mail and processing paperwork considera- order, incorrect paperwork may mean or deliver them manually to the admin- bly eats into that time. The agent may more than that. For instance, if the istrators who then capture details into have a 30 minute conversation with date of birth on an insurance form is the system, thereafter deliver them the client, only to end up spending the off by decades, (an easy inverse of 39 manually again to the underwriters. next three hours identifying and obtain- and 93 in the age field) it can severely The same applies even to the claims ing policy forms, filling them out with affect the insurance premium, agent department: paperwork! It is an open client information and submitting them commission and client experience. If secret that they are rarely maintained for processing. Unfortunately, the that applicant were to pass away be- completely electronically throughout forms process does not end there: fore the error was noticed, there could the process. Moreover, the agent does more than ¾ of all applications can be be a major issue with payments given not have all the forms needed in a cen- Continued on Page 13 

12 CUSTOMER VALUE PROPOSITION by Jackline Sagwe n the 1st of March O 2016 I drove past Nyerere road to Liberty House. There was a lot of uncertainty going through my mind about the new place. However, my experience with the security guard at the parking lot changed my perception. He welcomed me with all smiles. This was one of a kind; nothing like what I had experienced in my past 8 years of work experience. He literary changed my mind about customer service. I got excited to meet manner. perfect new, warm people and reaffirmed that Indeed, CVP is the silver bullet in our analogy for the role that CVP plays in was indeed a great multinational to work business strategy endeavor. We are our business, and the role for which we for. Little did I know that my first cognizant to the fact that successful are called to play our part. assignment would be to spearhead the implementation of CVP is a function of Without customers, there is little or no Customer Value Proposition (CVP) people and processes. Management hope for business dealings. Bearing in project. I remember the brief from my has embarked on ensuring that all of us mind, the insurance industry comprises boss that we can only win if we embed read from the same script. With support of more than twenty life insurance customer service in our DNA. I took up of data, and continuous tracking of companies and with many more the project whole heartedly. With the these initiatives, embedding CVP will be entrants likely to join this space through support of the GM retail we executed the way of doing things. This is a move either acquisitions, mergers or green the baseline survey in a record of 4 days that will consequently create a fields. The products seem similar; we using an online survey platform. Speed competitive advantage for Liberty; and can only differentiate ourselves through was of essence and I really loved it as I in effect become a market differentiator service. The customer of today is well am always passionate about projects for the business. As, Steve Jobs puts it: informed and has several choices to that are time bound. Innovation is the only way to win choose from. Let us make them stick to According to the survey findings, customers. On a monthly basis, staff us by leaving a positive experience. Let Liberty's customers spoke their minds has given ideas on areas of us all join hands in this noble course and indicated that the only three things improvement on service delivery, courtesy of the Liberty customer. They mattered to them were; Dependability, products and distribution. It is a journey say if you win people's hearts they will Accessibility and Personalized service. that will see us attain top three as per spend money on you. All Kenyans need To cascade CVP, I got the opportunity our strategy 2020 blueprint. insurance, we only need to make them to engage and interact with fellow staff As a customer-centric organization, understand why and serve DAP to them. through interdepartmental sessions. Not CVP is the most important move we We cannot forget the millennials. This only was it an eye opener, it also made have embarked on to drive us to generation more often than not, tends to my on-boarding process experiential. achieve our objectives. CVP is multi- be very assertive about their This was after a successful launch that faceted as it involves all departments’ preferences. They tend to know what was held on the 24th of June 2016. coordination. Let's think of a car. We do they want, when they want it, and how Kudos to all who made this possible! It know that the engine is core and they want it. Hence such trends demand is my prayer and dream that Liberty without it , despite having all the best an intensive and conscious practice of becomes a point of reference as far as car aesthetics any man would dream of, the CVP philosophy. Banks and experiential customer service is if the engine is faulty all possible telecoms have managed to connect with concerned in Kenya and beyond. We all movements are fatally halted. Similarly, them. As Liberty, we have to answer have what it takes to deliver exceptional if the tyres are flat, still movement is their call. The secret of any successful service in a timely and a personalized impracticable. This example serves as a business is the ability to anticipate Continued on Page 13 

CUSTOMER VALUE PROPOSITION 13 various customer needs and whims, and subsequently as customers so that the service is processed with maximum positioning itself to meet the needs of the customers, quality and effectiveness, there making CVP a way of life. satisfactorily and in a timely fashion. Let us 'CVP' this I leave you with Aristotle words, “Quality is not an act; it is a customer segment. habit.\" Combine this with the advantage of knowing. Now that There is need to enhance more innovativeness if substantial you know, spread the CVP gospel to all you meet and then achievements are to be made in the quest to satisfy our Courtesy of the Liberty customer 22 of every month is our nd customer. But the change can only begin from “within”. Colleagues need to start viewing their colleagues as their best day. Consequently we shall all make CVP our daily “customer”. When a customer request (or service) is being practice. processed it goes through various departments and handoffs. In the midst of these activity people ought to treat each other -End- Continued from Page 11  tral and organized place. agent focus more time and energy on clients and prospec- The auto-raters are still in Excel format, not app format. tive clients. If done correctly, the agent can This is a substantial reason why paperwork is rejected. The trend in the industry toward dually licensed insurance and have that ideal day every day- one during which the most securities agents makes the life of the typical agent even time is spent finding new business and making connec- more complicated – as there is increased pressure to sell tions, followed by managing existing relationships, and with and process both insurance and securities products. the least amount of time spent on paperwork. It is important to recognise the fact that an agent is in the business of helping clients select an insurance product that -The writer is a unit suits their needs, not engross themselves in the process of manager at filling forms. This therefore calls for serious investments in Kitengela Branch the development of tools and processes that ultimately fa- cilitate forms management. As already said, this will get the

14 GALLERY...

CHEMSHA BONGO 15 By Victoria Mwangi and Bonventure Conyinno 1. Stella and the team visited a city in China nicknamed as Little Africa. What is its true name? 2. What is Liberty Life Kenya Competitive advantage according to Abel Munda? 3. Which newly married couple met in a Bible Study forum? 4. What 3 products that declare reversionary bonus? 5. When was TPP revamped to TPDP? 6. What riders can a client select on Lifevest product? 7. On which policy month does Income builder convert to an Investment product? 8. What was the special dividend declared on Income Builder? 9. Name 1 disease that is covered under the Critical Illness Product? 10. Abel Munda knows all our birthdays, but when is his? 11. What is the minimum annual premium on Family Protector? Send your answers to [email protected] - End -