Company Background Of Integrated Insurance Company Commerce Essay

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Integrated Insurance Company is the global insurance company what was established in London since 1990. This insurance company is multinational company which has its branch across in 2 countries, UK and Thailand. The headquarter of Integrated Insurance company is located in UK; then you can see on the figures 2 "Organization structure" below.

Moreover, Integrated Insurance Company in Asia have become to the leading of insurance company; because we are providing many kinds of insurance products, But health Insurance products is the bestseller at this time.

In addition, this product had become to most top selling products of Integrated Insurance Company; as many people are aware in health more than before. That is why Integrated insurance company had interested and continuous to develop promotion about in these products all the time.

Over 20 Years in business insurance. In this time, we have more than 3000 employees, more than 2 million customers and more than 5,000 insurance agents in Thailand.

Organization Structure

Figure 2: Organization structures of Integrated Insurance Company

Integrated Insurance Company using decentralized operate in organization

In term of the company's structure, Integrated Insurance Company use decentralized organization structure which using decentralization to perform an organization and its branches. Referring to the definition given by Clegg, et al. (2005),

"Organizations often seek to decentralize when they feel that their systems and processes are becoming too slow because too much decision making…is being referred to center. Often, organizations with low levels of trust are highly centralized because a decentralized decision structure requires that you trust those who are delegated to decide."

Advantages of Decentralization

Authority is given to the management of strategic business units to develop their product and markets. (Watson and Gallagher, 2005)

The strategic business units can operate closely with their customers and respond quickly to product/market opportunities. (Watson and Gallagher, 2005)

The cost of the central operation is minimized. (Watson and Gallagher, 2005)

However, the decentralization actually did not have only advantages, but still has some disadvantages too.

Disadvantages of Decentralization

Business unit managements do not receive much support, if any, from the centre. (Watson and Gallagher, 2005)

The scope for strategic business units to work together to exploit joint markets is severely limited - the tendency will in fact be for them to compete against each other. (Watson and Gallagher, 2005)

The best use may not be made of the organization's human and financial resources across the strategic business units - for example, career development for executives may be limited to their unit although both they and the organization would benefit from planned career moves to other parts of the organization. (Watson and Gallagher, 2005)

As the result of using both of decentralization structure and regional management center and, there are several things have shown defect and weakness in the company as the following;

The distance between each division

Information might be distorted during communication flows

Operation among each division might be uncontrolled

Possible low-standard procedures or policies

Integrated insurance company call centre training and development programme

At this time, many companies around the world had affected from economics crisis last years; integrated insurance company is one of companies that have been affected from this problem.

On the other hand, integrated insurance company try to resolve continuous and fighting this situation by increase in quality, performance, operation, of call centre and supervisor. Because, Company have perspective and recognize that customer service and call centre is an essential department in company; Call centre is become the first way to contract each other between company and new and old customer.

However, call centre and staff in company need for training and developing from supervisor for efficiency in the future. In the next section, we design to improve this department by following the company objectives and development and training scheme.


According to Andrew J. Dubrin (2009)

"Leadership is the ability to motivate confidence and assist people who are intents to achieve organization goals"

Nowadays, leadership is become more and more important in every organization because the responsibility of leadership is not only manage and develop only company but, must to increase encourage employees and staff in organization to achieve the goals.

Integrated Insurance company believe when the supervisors finished training programme, They will have more motivation and after they come back to their country and then will training and developing skill of job and improve quality of working to their call centre and staff to improve more skills. Especially, reduces the gap between manager and subordinate and improve internal communication skill to people who working in organization.

Internal Communication

According to Kitchen and Daly (2002)

"Communication is regarded as a key issue in a successful implementation of change because it is used as a tool for announcing, explaining or preparing people change and preparing them for positive and negative effects of the impending change"

The changes in organization will not successful if have problem about communication and staff and employees do not involve. In my author's opinion, internal communication is a relationship process which involves an interactive communication with all persons have responsibility and working within organization

This is a first step to implementation to develop the communication within the organization as well as motivate the responsibility based on managing of change.

SWOT Analysis

Marke, J., Sloane, R. and Ryan, L.M, (2006) states that "SWOT analysis is a strategic planning instrument including; strength, weakness, opportunities, threats. SWOT provides information which is useful for matching the resources and capabilities in order to competitive environment in which it operates"


The famous insurance company in UK and Thailand

Many types of insurance products

Attractive and specially promotion for new customers


Customer service and Call Centre have low quality.

Lack of communication in organization

Complex and confuse in job responsibility.

Customer lack about information of insurance products

Employees did not have motivation in their jobs


Enhancing market share in business insurance

Improve the number of new customers who interesting in Health Insurance products.


Challenging from new competitor in Business Insurance

Customers disappoint in quality of Customer Service and Call Centre

Our Customers decide to change Insurance Company lack information about the detail of products from company because we are failed to communicate with customer about our Insurance Product

Managing of Change

Frances Hasselbein (1999) stated that "Culture does not change because we desire to change it. Culture changes when the organization is transformed; the culture reflects the realities of people working together every day".

Change, as Rosabeth Moss Kanter (1984) has suggested, can be regarded as the process of 'analysing the past to elicit the present actions required for future'. The real reason to change employee behavior, organization culture of integrated insurance company must to improve quality, operation, and strategies to increase the competitive ability and gaining more customers in long-term.

The author plans for a change by follow as Lewin's three-phase model.

Figure 3: Lewin's three phase model

As Figure 3 from above, the three phase model of change as described clearly by Lewin (1951) are:

'Unfreeze' - This is the first step to checks and ensures that employees of integrated insurance company are ready for change. The company will hold seminar to inform employee about why we need to change and tell the advantages of change to everybody. Especially, the benefit of their employees after changed.

'Change' - In this phase, Supervisor and Manager is very important because they must to support their employees and increase motivation to achieve organization goal.

'Refreeze' - In last phase, When changes within organization has finished, supervisor and manager make ensure those change employees will become permanent and then preparing to improve quality of job to their call centre.

Furthermore, Lewin also suggested additional theories which can explain and analyze the resistance and driving of change that called "Force Field analysis"

Force-field analysis

According to Johnson.G (2008 )

"Force field analysis identify driving forces and restricting forces which is necessary to understanding the context of change since force field analysis offer real change problem situation that company have to undertake"

To explain more clearly about the objective of Force-field analysis; the author's will give some more quote from this below

According to Lewin (1951), Force-field analysis

"An issue is held in balance by the interaction of two opposing sets of forces - those seeking to promote change (driving forces) and those attempting to maintain the status quo (restraining forces)."

Figures 4: Force-Field Analysis of Integrated Insurance Company

According to figures 3, Force-Field analysis of integrated insurance company, the high competition in business insurance is continuous increasing in last decade. That is why the key of driving force factor is related from the pressures of competition in business insurance.

On the other hand, the key of restraining force of integrated insurance company come from employees, staff because normally they do not need to change. In addition, the communication and gap between manager and subordinate is become restraining force too.

Moreover, finance and cost from change is another one of restraining force because affected of economic crisis last years.

In my author's opinion, Force-field analysis is a one of the best tools to identify driving forces and restricting forces in this company, which is a necessary thing to understanding and evaluating the conflict and problem from change in the future.

The Objectives, Aims and Development and Training Scheme

To increase performance, ability, skill of the call centre

To increase relationship between customers and company

To increase competences of theirs employee in every department

To increase competitiveness in Business Insurance

To practice call-centre and staff to coordinate work across countries

Improve satisfaction from customers

Improve ability of internal communication in organization and employees

Reduces the gap between employees and organization

After the training and developing programme finished, Integrated Insurance company has expected about the job quality of employees and staff as below.

The expected Benefit to the organization

Increasing company profit

Increasing customers satisfaction by good service from company

Increasing the number of new customers

Increased skill and ability of call centre and customers service

Increased motivation of employees in the organization

Improving insurance products value through call centre and customers service

Improving relationship between supervisor boss and subordinate

The expected benefit to the staff

Supervisor getting more decisive

Improving managerial skills to Supervisor and Team Developer

Supervisors, Employees getting more chance and opportunity to promote themselves

Increased job satisfaction from employees

Increased ability and performance of manager and subordinate

Improving communication skills between organization and customer

Improving accurate information in their job responsibility

Improving managerial skills to Supervisor and Team Developer

How to training and developing Supervisor and Call centre

Firstly, the company will creates developing programme to increasing quality of supervisor and call centre within the organization. The training scheme to supervisor should take around 1 month in UK. After the training programme finished, supervisor will come back to their countries to training and developing theirs staff and employee. Especially, call centre department.

The training and developing employees and staff in organization will continue for 6-12 months. It will consist of the following elements by adapted from many theories from above.

Furthermore, many theories will be adapted to using during the training programme, call centre and staff of integrated insurance company training and developing communication in organization as follow.


Teamwork is very obviously important thing in organization, in this program training supervisor will teach to their employees and about systematic approaches to training and developing teamwork in organization to improve relationship with colleague by follow this path.

Follow up and support each other in organization in if that decision from you colleague is correct because this is the one way to improve relationship between employees in organization.

Do not forget to give praise and credit to your colleague when someone in your department did a great job to achieve his purpose. That is very important because when somebody had given praise from someone in organization, the trust is will increasing and they will have more confident to improve the quality of job in the future.

Outdoor activities is another thing that is indispensable because when the employees have an activities and meet each other, the relationship between department will occurred and then the teamwork in organization will improved.

Customer Relations

Employees who have responsible with customers must to improving service mind and must be polite when they communicate with their customers. Especially, if customers receive the excellent service from employees that are will obviously improving corporate image. In addition, if the customers are satisfied from this service that they were received from service department. The sales of insurance product will increasingly in near soon.

Call Centre

When the customers contract to call centre they did not want to confuse with the information that they receive from call centre.

Call centre must to have knowledge and understanding clearly about insurance products to explain to their customers when the customers have problem or want to know about the products information. Call centre must to explain to their customers with short and clearly massages to avoid confuse from communication and misunderstand.

In particular, call centre must be able to coordinate with different department in organization to increase efficiency for providing accurate information to the customers.


Integrated Insurance Company designs to improving and developing quality of call centre and organization, because they want to change image and increase competitiveness with their rival in business insurance.

In my author's opinion, the way of communication between employees in organization is very important thing, when the employee had misunderstood about the information and objective of their job responsibility it will decline overall quality and ability of theirs company.

On the other hand, if the company using two-way communication; such as give or suggestion box which allow staff and everybody in organization to give an useful ideas and comments in to the box,

Then every 3 months, company can provide to gain some useful idea from the box to improving and changing their strategies in the future. Two-way communication is a best tool to reduce conflict from employees and staff in organization.

Moreover, this tool can make staff and employee have been involved in planning and makes strategies for their organization.

Part B

Learning Log

We had created and based from PALS group that the teacher choose it for us. Our group include of 6 persons from different country and cultures. The author's come from Thailand and four from Chinese and the last one come from Nigeria. We communicate together with English language. Our group are work together in order from the teacher to achieve attain our goal. When we have meeting we will discussion about the theories and modules that we have learned from last workshop class and then adapted and applied to using in Supervisor and Call-Centre development and training program.

Furthermore, everyone in our group are staying in Sunderland, as a results of this, we are decision to often meeting to discussion and brainstorm at the university in order to achieve our goal. Our group are recorded and written about the process in learning log.

Group Process of teamwork

When our group met each other at the first time, everyone was agree to using process model of Tuckman 1965 because this model is very useless for our group.

At the first, we are followed the step group development created by Tuckman (1965) we are following four steps of group development model as below

Figure 5: 4 Stages of Team Development Model (Tuckman, 1965)

Stage 1

'Forming': The group members come together and get to initially know each other and form a group (Tuckman, 1965).

This step we formed the group and introduce yourself, then communicate together each other. Second, we exchanged telephone number and email with everyone in our group.

Stage 2

'Storming': When there is conflict, emotional resistance to the demands of the task, resistance to control, and even hostility towards the leader (Watson and Gallagher, 2005).

Members start to communicate each own feelings but still view oneself as part of their own parent department rather than part of the team. The member also attack others attitudes while guarding their own (Steel, 1997).

After we formed the group, we knew everyone come from different countries, different cultures, and also speaking definitely different languages too. We have 3 cultures different style of thinking in our groups.

At the beginning, our group consists of 4 Chinese members, 1 Thailand, And 1 from Nigerian. The main problem of our group is language because 5 of 6 people in our group did not speak English and English language is not our first language. In addition, when we must to speak English to communicate and discuss together, the pronunciation from each one from our group is quite different hence. Sometimes there was misunderstanding when someone in our group explains or talks something when meeting, but we have 1 Chinese student (Male) in group who have listening skill very well. When some Chinese student who misunderstand when someone in group talk or explain something, male Chinese student will explain to another Chinese student in our group in Chinese language to make them understanding clearly.

The next problem is the time for meeting, because our timetable is matched only two days, Monday till Tuesday, we decided to meet every Tuesday after workshop class. Although, sometime the meeting go on will not all of members because from illness or absent, then we finished meeting we will let them know about what happened in this week by email or telephone.

Stage 3

'Norming': eventually agreement is reached on how the group operates (Tuckman, 1965)

From last stage, we learn and realized the problem from communication and culture but we learn something from problem, this problem will be resolve if we can accept ideas and viewpoints from other members in group.

In this stage, we discussed about the fiction insurance company and shared any ideas from everyone and then set the objective of development scheme for call centre. When everybody have agreement from discussion of company that our group, we have continuous to achieve our goal.

Stage 4

'Performing': The group practices its skill and becomes effective in meeting its objectives (Tuckman, 1965). In this stage of performing is occurred. By the way, it can explain clearly with below states "when interpersonal problems are solved, roles are flexible and functional, there are constructive attempts to complete tasks, and energy is available for objective work." (Watson and Gallagher, 2005)

In this time, the problem from last stage about communication, cultures, viewpoints, interpersonal are solved. Our group had got more trusting from each other in member group and can work together with flexibility and great atmosphere. Thus, we can achieve our group easier than the past.

Ten years later, Tuckman added the fifth stage. That is called adjourning.

Stage 5

'Adjourning': "when groups, having met their objectives, may disband". (Watson and Gallagher, 2005)

Since our group worked together for 3 months to discussion and met many times for achieve our goal. Finally, the mission accomplished. Every member in group felt proud and had closely relationship in our group more than before.