Interview: Fernando García Ruiz, CEO of Universal Assistance LatAm
Fernando García Ruiz, CEO of Universal Assistance LatAm, speaks to Michelle Royle about his role, the Latin American market, and embracing ChatGPT
Congratulations on your new role as CEO of Latin America at Universal Assistance! Could you tell us more about what your new position will involve?
As the new CEO of Universal Assistance for Latin America, my primary objective is to lead the company’s growth in the region. With a focus on innovation, operational efficiency, and service excellence, I aim to position us as leaders in the Latin American travel assistance market. To achieve this, it is essential to identify expansion opportunities and strengthen strategic alliances, raising the bar on experiences for our partners and clients.
We have a talented and dedicated team, and I am confident that we will achieve and surpass our growth objectives in the coming years. I will also continue to promote an innovative, sustainable, and inclusive corporate culture, encouraging creativity and the generation of new ideas throughout the organisation.
Universal Assistance is part of Cover-More, the travel insurance division of Zurich Insurance Group, which gives me a global perspective of the industry. This enables us to stay ahead of emerging trends and implement best practices to meet travellers’ needs.
You have been with Universal Assistance for over seven years, and in the industry for longer. What are the biggest changes you’ve seen during those years?
During my time at Universal Assistance and in the industry as a whole, I have witnessed significant changes. One of the most notable has been the increased awareness post-pandemic. The pandemic brought about a greater understanding of the importance of having coverage when embarking on a trip, leading to a surge in demand for assistance services.
Changes have driven us to adapt and offer innovative solutions that meet the evolving needs of our customers in a constantly changing environment
Another significant change has been the sale of policies with high medical coverage limits. Clients are now seeking more robust coverage and are willing to invest in products that provide peace of mind against any mishap.
These changes have driven us to adapt and offer innovative solutions that meet the evolving needs of our customers in a constantly changing environment.
We have also focused on the global ecosystem by partnering with other assistance companies and fostering partnerships to provide third-party administrator (TPA) services in our region, which is very diverse in terms of the quality of medical services.
What have been your biggest successes and challenges to date?
To date, I have experienced significant successes and challenges throughout my career. One of my greatest achievements has been attaining operational excellence at Universal Assistance. By implementing improvements in the processes within our assistance centres, we increased efficiency and enhanced the quality of our assistance services. This allowed us to provide memorable experiences for our customers, improving their satisfaction in terms of both customer and user experience.
Furthermore, we developed our own mobile app, which has been very successful. It enables our clients to access medical assistance services quickly and easily, giving them self-management and speed.
It is crucial for us to continue to significantly improve our customers’ experience. I am proud of the achievements we have made and remain committed to driving the continued success of Universal Assistance into the future.
The Latin American market has really opened up in the last 10 years. Why do you think that is?
The Latin American market has experienced significant growth in recent years. This is due to several factors, including an increasing travel culture and the economic stability of various countries in the region. People are more willing to explore new destinations and experience different cultures.
This growth has led to a rise in demand for tourism and travel assistance services in the region. Additionally, several countries have maintained stable economies in recent years, building greater confidence among tourists and significantly driving our growth in the market.
Universal Assistance operates in 17 countries in Latin America. What challenges do you face in this region?
One of the challenges we face is the region’s cultural and linguistic diversity. Each country has its own characteristics and preferences, requiring us to adapt our marketing and communication strategies to effectively reach each market.
It is crucial to develop innovative solutions, provide memorable experiences, and maintain high quality standards in our services.
We are committed to overcoming these challenges and are working collaboratively to achieve greater market penetration and awareness of our product in all the countries where we operate.
What new technology has helped the business in recent years, and what do you think Universal Assistance will embrace next?
In recent years, technology has greatly benefited our business. With a focus on convenience and accessibility, we developed the UA app, which allows travellers to easily access our services and receive real-time assistance.We have incorporated the travel tips with ChatGPT service into our mobile app.
This pioneering initiative enables users to quickly and easily access useful and preventative information about their destinations, providing an even more enriching and safe travel experience.
Furthermore, as a company, we believe in the integration of artificial intelligence (AI) as a fundamental aspect of our strategy. We are currently exploring the possibility of conducting online medical tests to offer an even more convenient and efficient experience for travellers.
How has telemedicine helped your customers, and how do you see it working in the future?
Telemedicine is a key service for us and our clients, providing quick and efficient solutions for people to access medical care remotely. It proved especially useful during the pandemic, allowing us to provide medical attention to clients without exposing them to unnecessary risks. It is without question a highly valuable tool, and we expect it to continue growing and incorporating more medical specialties.
What’s next for Universal Assistance?
We will continue to innovate and lead the industry to meet the needs of new travellers. We are focused on developing technologies that enhance the travel experience. We will also keep developing technological solutions and expanding our service offerings to ensure that travellers have a safe and satisfying experience on their journeys.