Stakeholder research in a dynamic playing field
The Dutch pension system is on the eve of a major renewal. Pension insurers are also part of the renewal of the system. Against the background of this development, the Dutch Association of Insurers attaches great importance to the vision of its stakeholder relations on the role and behavior of pension insurers. What image do they have of the sector? How should the sector develop in light of all the changes and how can pension insurers optimally fulfill their social role?
Challenge
On behalf of the Association, Blauw conducted a qualitative stakeholder research. For this purpose we entered into discussions with 15 stakeholders with different backgrounds (consultants, trade unions, media, industry association, pension funds, government, science, regulators, employers' and employees' association and politics). This group was carefully assembled, also taking into account a variation in basic attitudes towards the sector. This provided good and complete insight into the image and opinions of stakeholders.
Vision
Stakeholder Analysis Model
At Blauw, we conduct this type of research according to our Stakeholder Analysis Model. This model addresses all elements relevant to the stakeholder relationship. It also provided a logical framework for stakeholders to reflect on the implications of the Pension Agreement for the sector. The knowledge and experience we gained earlier about developments in the pension market helped us with this.
Solution
Personal level conversations
To do justice to the stakeholder relationship, we always conduct personal, face-to-face interviews. We intentionally do not call this an interview, but a 'pleasant conversation': an open conversation in which the stakeholder is given every opportunity to share their thoughts and experiences with us. This creates trust and openness.
We are well aware of our responsibility that we hold discussions on behalf of our clients with their key cooperation partners. We are also aware of the interests involved. This is why we prepare well for every conversation. We study the profile of the stakeholder and the organization where he or she works. This knowledge contributes to the quality of our talks.
In addition, we always use a team of highly experienced senior researchers with a consultancy profile for this type of research. They are used to speaking to high-ranking officials, show genuine interest and have an eye for opposing interests.
Result
The research has given the Insurers' Association tools for developing a shared narrative with which the industry can meet the upcoming changes.
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