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Make Moments That Matter

ARTICLE BY

  • Wimpie van der Merwe
  • CEO
  • Global Choices

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A personal experience of violent crime became a defining moment for providing genuine, empathetic customer service.

“My attack in Durban was a defining moment for me, but it also reinforced the importance of key moments in insurance.”

A couple of years ago, I shared the origin story of the Global Choices We Care Box in the media. The tale unfolds through a series of “moments” when significant events occur, sparking an idea that eventually becomes reality. I’d like to tell my story again to remind people of the impact of significant moments in all spheres of life and the importance of insurance in our society.

My moment took place many years ago after an enjoyable IIKZN year-end function. Just after 1 a.m. I got into a taxi to go back to my hotel. The next thing I knew, I was in the casualty unit of Addington Hospital, with no memory of how I got there.

It turns out I was found injured and disoriented on Old Fort Road, about 300 metres from my hotel, at 5 a.m. With no ID, wallet, or phone to help them, the authorities could not identify me. It seems I had fallen victim to a particular type of crime that was popular at the time: Criminals stop a taxi, force the passenger to withdraw money from ATMs, and then leave them stranded. While I have no memory of the attack, medical reports indicated signs of a physical struggle. I must have fought back and sustained serious injuries as a result.

According to the staff at Addington, I gave them my name and my wife’s phone number before losing consciousness. They immediately contacted my wife, who got hold of my colleague, who had left the function earlier, to check my hotel room. When he found that I had never arrived, he rushed to the hospital.

I had suffered severe head injuries and was transferred to the ICU at a private hospital for further treatment.

Moments in insurance

This experience made me reflect on the significance of “moments”. In insurance, certain moments define a customer’s experience more than others. My attack in Durban was a defining moment for me, but it also reinforced the importance of key moments in insurance.

In his book The Power of Moments, Chip Heath describes a moment as “a short experience that is both memorable and meaningful”. These positive or negative moments can profoundly shape a customer’s perception of their insurance provider.

Some insurance moments carry more weight than others. One of the most critical is the claims process. When a policyholder files a claim, it’s usually following a stressful event, such as a car accident or property damage. A smooth, supportive claims experience reassures the customer, whereas a frustrating process can lead to dissatisfaction.

Another pivotal moment is the initial quote. This is the first impression a customer gets of an insurance company. A precise, transparent, competitive quote sets a positive tone. However, potential clients may be deterred if the process is complex, unclear, or more expensive than expected.

Beyond these, other critical moments in a customer’s insurance journey include:

  • Interactions with emergency call centres during high-risk events
  • Customer service engagements
  • The ease of making policy changes
  • Access to educational resources and proactive risk solutions


The right support is vital

My personal experience with crime left me physically and emotionally scarred, struggling with post-traumatic stress. Seeking help was challenging, yet necessary. This led me to develop a product aimed at assisting crime victims, particularly those affected by hijackings, assaults, home invasions, and similar events.

From my moment of crisis came an idea – the We Care Box. This solution provides immediate support to victims of crime through their insurance provider’s emergency response service.

When a crime is reported, the victim receives a We Care Box containing:

  • A pre-registered smartphone with the We Care app
  • Airtime and data for emergency communication
  • A debit card for financial transactions until bank cards are replaced
  • Temporary hotel accommodation if a home becomes a crime scene
  • Crime scene cleaning services
  • Assistance with replacing ID documents, passports, and driver’s licenses
  • Temporary car hire if a vehicle is stolen
  • A 12-month identity theft monitoring service
  • A panic button subscription for emergency security and medical response
  • Legal counselling and court assistance
  • Trauma counselling and mental health support
  • Pre-populated digital claim forms for personal accident cover or crime-related losses


This initiative ensures that crime victims receive comprehensive care, helping them regain control of their lives after traumatic events.

Shaping trust

Ultimately, the power of moments in insurance lies in shaping a customer’s experience and trust in their broker. My attack was a negative moment, but it drove me to create something positive.

Insurance brokers and providers can build strong client relationships by focusing on key moments through seamless claims processing, transparent pricing, excellent customer service, and personalised support solutions. By recognising and enhancing these defining experiences, we can elevate the role of insurance beyond financial protection. It becomes a vital support system in people’s lives.

The moments we create can transform perceptions, build trust, and improve lives. Let’s make them matter.

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