Remed Assistance Focuses on Sustainable, High-Quality Growth in Assistance Services
Remed Assistance General Manager Faruk Ertuğ stated that customer expectations in the assistance services sector are evolving toward the rapid, transparent and accessible delivery of services when they are needed, noting that the company aims to shape its growth primarily through service depth rather than simply expanding the range of services it offers.
Remed Assistance General Manager Faruk Ertuğ:
“Customers no longer see assistance services as a ‘passive coverage sitting in the background’ of their insurance policy; instead, they view them as a live experience with which they actively engage when they need support. This shift in perspective is leading us to focus not merely on providing a service, but on making the entire process visible and easy to understand from end to end. Transparency and regular communication throughout the journey from the moment a request is made to its resolution are no longer differentiating factors; they have become basic expectations.
“The key trend that will come to the fore in the period ahead will be the direct integration of services into the moment and channel where the need arises. Instead of downloading a separate application and submitting a request, insured customers want to access assistance through the platforms they already use. Another critical trend is the growing importance of a ‘preventive’ approach. We are moving toward an assistance model that does not simply step in when a breakdown or loss occurs, but also informs customers and provides appropriate guidance before a risk materializes.
Artificial Intelligence as a Strategic Component
“For us, artificial intelligence is not a showcase technology; it is a strategic component embedded in the very backbone of our operations. Automation is already active across numerous stages, from the classification of a request when it is first received to matching it with the appropriate service provider, and this has a direct impact on process speed. In terms of accessibility, a multichannel structure is also decisive: insured customers can submit their requests through voice, text or visual content—for example, a photograph of an accident—and the system can immediately interpret the information accurately.
“The real operational impact of this transformation can be seen in the qualitative redistribution of the workforce. While we transfer standardized and repetitive processes to automation, we direct our specialist teams toward complex cases that require empathy, initiative and in-depth expertise. In parallel, our service delivery model is evolving from a one-size-fits-all flow into a multilayered structure shaped according to the nature of each request.
“I consider the first critical area for the assistance sector to achieve a sustainable, value-added structure to be the establishment of a robust regulatory framework. We will continue to actively follow this process under the umbrella of the Assistance Companies Association.
“The second area, whose impact is steadily increasing, is data security and ethics. As opportunities for personalization expand, the way data is collected and processed is becoming a direct criterion of trust for insured customers. We view this not simply as a compliance obligation, but as an integral part of our brand value.
“The third and, for us, most decisive factor is qualified human capital. No matter how far technology advances, it is still well-trained and competent people who make the difference in complex cases involving a high emotional burden. For this reason, in the period ahead, we will allocate a significant portion of our investments not only to our digital infrastructure but also to the development of our teams’ capabilities.
“At Remed Assistance, our core strategic focus will be to seek growth not through quantitative expansion of our service offering, but through qualitative depth of service, while strengthening our flexible structure that delivers the right solution at the right time and through the right channel.”
