At the peak of the of the financial crisis, Cologne-based agency NetFederation spent three days analyzing the websites of the DAX 30 companies in terms of transparency, willingness to enter into dialog, content, and proactive communication.
Allianz comes top
The experts declared Allianz the best in the study, praising above all the comprehensive Q&A section on www.allianz.com and identifying Allianz as the only DAX 30 company whose website explained the causes and effects of the financial crisis clearly and comprehensibly. The fact that the board members have posted statements online and that Chief Economist Michael Heise is available to answer any questions and comment on the current situation was also seen as something all companies should aim to emulate.
The communication experts know that the financial crisis is inevitably a test of strength for companies. All departments are put to the test, but it is top executives in particular who must be the first to step up and answer unpleasant questions.
Chief Economist Michael Heise comments on the financial crisis
Confidence is key
Past experience has proven over and over that those who duck the issues lose out. In times of crisis, only companies that react quickly, unbureaucratically and transparently enjoy continued confidence. In a competitive market place, one of the key assets for a financial services provider in particular is the confidence that it will manage its customers' money carefully, add to it, and under no circumstances put it at risk. That is why Allianz believes it is vital to ensure that the information flow continues, even when the news become less pleasant.
Clear information for customers and investors via internet and the print media
During the financial crisis Allianz has therefore not restricted its communications to the internet, but has also tried to keep its customers informed via the print media. German advertising journal "W&V" described the nationwide advertising campaign thus: "At last a financial services and insurance provider is striving to gain our trust, attempting to allay the fears that each one of us has and thus to win our custom. Allianz does this by emphasizing its experience – that's one approach to the problem."
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