Napasanan Pannipa, CEO of TQM, an insurance broker that stands at the forefront of the industry.

I think it is not surprising that TQM or TQM Corporation Public Company Limited Insurance Broker Or to be specific, during the COVID-19 pandemic, many people are looking for collateral at an affordable price during difficult times.

This is not only a matter of coming at the right time but also adapting to the needs of consumers. Prompt business operations and solving problems on the spot are also important factors called 'lack of read', and in case you don't know yet, TQM previously collaborated with Bangkok Insurance to issue the country's first coronavirus insurance.

What is indispensable is the sincerity of doing business, which is a strong foundation that has enabled TQM to stand in the insurance business in a sustainable and elegant manner.

If you go back to the time when the company was founded in 1953 or in the generation of my grandfather and father, it can almost be said that the main principle of doing business is something that has never changed because today everyone still works under the principle of "honesty, fairness, excellent service, and giving back to society". Therefore, no matter how far TQM has come from the beginning today, the principles of business management are still the same as the first day it started.

When a customer is in danger, there is suffering and trouble, what we should regret is that we cannot help him. I regret that I can't do it fully, but if I have presented an insurance plan, I have to say that it is to be in a job where there is an opportunity, to help people, to make merit. It can help customers when they have problems."

Napasanan Pannipa or Mr. Tuk, CEO or Chief Executive Officer of TQM Tell us so.

Of course, the insurance brokerage business must be involved in dealing with various forms of risk. How to think about risk assessment, including managing and leading the company through the uncertainties of the fiercely competitive waters. It is equally interesting to learn. "Not risking anything is the riskiest thing." Today, we will find out together how we can deal with the risks of this uncertain time, at least in a way that puts as many smiles on our faces as possible. like CEO In front of us at this time.

What do you think has been the most challenging competition in the past year?

It must be said that in the past, no matter what happened. We have never had to close our offices, we have had a great flood in 2011, we can still move people to work in other provinces, but this crisis is not just TQM who has a crisis. Thai Brothers and Sisters The people of the world are facing the same problem. Everyone never thought that they would have to stop communicating in person. I never thought that work from home would happen. We think there are two angles to this, one is that people who invest a lot in digital will be able to prove their own transformation, and the other is that it creates a learning experience for business owners. employees, the public or the general public to see that the world is changing faster than we expected.

We think that since we have been working, This is the first time we have encountered such a crisis. If you look back at the year 40, the economic poison was heavy, and then the year 54, which... Everyone is very tired, but nothing is as heavy as when we had COVID, but of course, it's like everything that will come in, both good and bad. It's that when I found it. How much can we adapt?

I am going to ask what do you think you have learned from the past crises from 1940 to 2010 and how do you use your mindset to overcome those problems?

I have to say that in every crisis, there will always be opportunities for us. For me, the 40s were a transitional period, a new career discovery. Although she has a job in the insurance business of her husband (Ms. Oud-Anchalin Pannipa), her husband does not only have an insurance business. There were other businesses as well, but by the 40s, all the other businesses were ruined. It must be said that since we graduated from school, we have been working for an insurance company. We used to feel that this profession was not very cool.

But when I met in the 40s, it changed some of our mindset: Actually, the insurance business can help a lot of people. When I can change that mindset, I can move on. We have always focused on the insurance business. When we took over the business management, We had an annual premium of less than 10 million, until we have tens of thousands of millions today.

When we came to 2011, we encountered the Great Flood, and we gained knowledge in risk management that anything can happen. We never thought that the water would flood Bangkok, so we saw that sometimes the danger is not from nature, but it is a matter of management. If we make a mistake, it affects a lot of damage. But at the same time, there is an opportunity for us to happen, that year, people see the importance of insurance or property insurance.

When 2020, the COVID crisis occurred. What we have adjusted to is that TQM was the first to work with Bangkok Insurance to issue COVID insurance. It makes us step out of the image of a broker who sells cars and make people see the image of a digital-based company to work, such as when we use a chat system.

But more than 20 years ago, we switched to a telemarketing system, so we look very modern in the industry. When it comes to the modern era, We used this crisis as an example, which is to be able to go digital, let customers buy and pay for payments quite perfectly online, and serve more than 1 million Thai people in applying for COVID insurance in the early 2020s.

These things have led to a learning process. In a crisis, there will always be latent opportunities, and the change in 2020, we think it will change everything, not only people's behavior, but we think that people's lives have changed their perception of insurance. In the past, before we sold a product, it required a strategy, we had to tell the customer, we had to explain, we had to speak, and the customer would buy it. Now people are concerned and see the importance of health insurance, and people come back to buy it. If we look at it as an opportunity, There will always be opportunities for hidden crises.

Even to do things that you may not have done. For example, when I switched from a piano teacher during a crisis to selling insurance. How do you think when you have never done it before?

I think I might be lucky to have trained as a musician. When I took piano lessons. I remember that each song we would play for us because it had to be played for a year. You have to practice until you play smoothly like water. It takes years to play big events, so we have extra patience than others. We had to practice singing that song 100 times, we used to practice music at company events, and after practicing 50 times, he stopped rehearsing with us (laughs).

But we have seen that no matter what we do, we can repeat it for a long time because it comes from the background of being a piano teacher, so we have more patience than normal people. So we can bear to do something that we never know. Because I never knew, I knew it, and I kept doing it. It's not today, you can practice every day.

But of course, these things are like food. The same recipe. Whether it's delicious or not, it's up to us to change and learn. See how others do it. When we do something that we have never done for the first time, it will be a little difficult, but we can learn from each other. Think about the day we played Facebook on the first day. On the first day of playing Line, no one played it, but now when we wake up, it's the first thing we approach. Before waking up, we would read books, but now we can't, we have to open Facebook. Look at the line first. It's all changed.

Allow me to ask, have you ever sold insurance yourself?

Oh, I have to sell it, sell my own insurance, do my own telemarking, do it all myself. I also made my own script. Scripts used by employees today We are the first teachers of all the students. When I was writing, I imagined that I didn't know what kind of script would sell well, but I just thought about what I would have to do if we were going to go out and sell it. We can tell our subordinates to go right, go to the left, but one day, we weren't sure if it was left or right. It's like you can't coach him, and it's the torture of the person who is the leader, or the person who has succeeded in the way that he has done before.

So how do you solve the problem?

How do you learn, everything no one has been able to do since the beginning, you have to accept it. Actually, since our school days, we are not good at studying, but diligent people, we will tell all the students that no one knows everything, when we do something we don't know, tell everyone that I am stupid, please teach me. I do not know Can you tell me? Don't be embarrassed to say you don't know. Nowadays, I can tell you. Maybe we have to accept younger ones who are more skilled in a job that is new. New World He had to come and teach us. I don't see any embarrassment at all, it's not just that I think, oh wow, I built a company with my husband, from a few million to tens of billions of dollars. No, I can't. There are still things that have changed and we always have to learn.

If you have ever sold insurance yourself, you should have gone through the period when you were rejected.

Personally, I have never suffered for a long time because suffering does not last long, so I can see why my face is always stained with smiles, but in staining my smile, I have to go through tears. When I first did it, I remember that it took me 3 months to sell to customers because we didn't understand. We don't know exactly. We need to know the product, what can we help the customer, what services do they get after buying with us? Not just because you are going to sell things, this is called selling like not selling. We have to think that what we do is we find good things for him. Whether he buys or not buys it is not a question of whether we regret or regret that he does not buy, but it is our job. We are glad that we have told him good things.

We believe that each profession will have a different turning point for each person. Some people may be able to work according to their dreams and earn money to support their families, but ours is to make people stop listening to what we have to say and understand, "Oh, we have given them many good things. We have met customers who have been hit by a car and all of them have died, leaving themselves alone, and also damaged other people's property on that day, if there is no insurance with us, what will happen, or our husband found a turning point, the customer was completely burned down. Thank you very much. If you don't get the money, Ah Pae Azek didn't know how to set up.

Today, we have a new turning point. Now TQM, we have telechat, customers don't want to call, they don't have to call, they can chat. But at this point, how do we optimize so that customers don't feel that we are bothering because insurance is a strange product. It turns out that it is like a talisman that protects customers. The danger came immediately.

What skills do you think will be important in entrepreneurship in the next generation, or what you learn outside the classroom?

I have to say that everything will change all the time. The time comes. Everyone said it changed overnight. It's always a sign, when there is a storm, it still needs to be formed. It takes months or weeks to form. Therefore, when the time changes, there will be a time for us to prepare. Will people think it will happen? We have a mentor, Brother Joe. Thana Thien Genius He taught us about the Shinkansen. This means that in TQM, not the boss, must be the locomotive master. The train that will drag all the cars to the car. Everyone must be a shinkansen, that is, everyone must have their own locomotive to drive.

We believe that in ownership, you must catch the signs of change quickly. We must not cling to the same successes, what we have done the same and succeeded, it will not last long, everything will happen. sit Extinguished The Buddha taught it, and for business owners, there are three words that arise. sit Extinguished This is where it works. We can apply it to our work and to everything.

Another thing is that this year of TQM, we will focus on getting the job done, not just getting the job done. It's different, the work is done, but it can be done, but if the work is done, everything is finished in itself. For example, let's get close to ourselves. For example, the secretary in front of the room. Let's make an appointment for Tuk. When the appointment was over, He has to see if he accepts the appointment, whether he acknowledges or knows where he is going. What is the store, it must complete the process, not just make an appointment, it is considered to be done or maybe send an email. Did you reply that you were aware of this, not just send an email to confirm the appointment with you? This is going to focus on this topic.

I think if I decipher the success of TQM that has gone through hot and cold until today, what do you think is important?

If we decipher, we think that we are in a good business because sometimes no matter how good we are, but if we are in a sunset business, we are tired, but in the insurance business, the policy holdings of Thai people are still small. It is still about 30-40 percent, which is still small, so this business is still a prosperous business. The area is not full. If we decipher it, we think that it is that we have chosen the right business.

Second, we have to say that we have an advantage over others in that we have experience. When we have experience, we don't have to count 1 like others, we are a business with a history, we just come to make it better. No need to count 1, 2, 3 new, have a foundation, be known in the industry. Therefore, it is easier to move up than the person who counts 1, these are the two things that come from fate, but the third thing is that we have to adjust all the time. Today was successful. It's about today. We live in the present. The next day is the present of the next day. The success that has been done is a thing of the past. Therefore, we are not afraid of change, we are always willing to improve and change with something new.

What teachings do you think are valuable and have been held to this day?

Be glad to help others. This teaching was passed down from my father-in-law. As the eldest child, since we were young, we were taught to be leaders, givers rather than receivers. The fact that we have helped others means that we are still healthy. We are still good, so we can help others. This should be our habit. Because we don't do it just because we feel forced or necessary, but we are shaped like this.

If you ask what a good leader is, in your opinion, it is:

Leaders must not be afraid of change, must accept and understand. Today we lose to win tomorrow, maybe the leader has to lose.

Original interview from SHiFT

Interview and Arrangement by Wilairat Em Iam