In a disaster, who are you going to call

Mary-Jo McDonald says there is potential in overseas markets. Photo / Sarah Ivey

While many of us are holidaying and taking it easy there is no rest for New Zealand company First Assistance, says general manager Mary-Jo McDonald.

First Assistance is the response team for a lot of the big insurance agencies for everything from breakdown assistance to major disaster response in the Asia Pacific region.

First Assistance was involved in the clean-up and repatriation of Kiwis from Samoa after the tsunami in 2009.

"We sent a team to Samoa because communications were so appalling," says McDonald.

Then there was the Christchurch earthquake.

"We had a couple of thousand calls in one week," she says.

The company is busy at this time of year as Kiwis head on to the roads. There are also a lot more burglaries.

"If somebody is in the home and they phone the insurance company, we will take the first call," she says.

For call centre staff it's about looking after their emotional state.

"You've got to be very caring but balance it with logistics. They want someone to sort out their problems and take control," she says.

The call centre staff are skilled workers ranging from doctors, nurses and paramedics, to linguists and travel agents.

The New Zealand business is well placed for this kind of service, says McDonald.

"Kiwis do a lot of travelling, they understand what can happen."

An important part of the business is roadside support for new car owners who have invested in a warranty with their car company.

First Assistance is owned by Murray Berkett, Mike Henry and Murray Calder. Insurance giant IAG has been a fourth shareholder since 2000.

In the late 1990s, Berkett came up with the concept of roadside assistance to add value for insurance companies.

It has proven a lucrative idea. First Assistance now has 42 per cent of the new car support business.

Ford, Mazda, Hyundai, Mercedes, Mitsubishi, Peugeot, Porsche and Toyota are all on the client list. First Assistance also looks after three major leasing companies, Orix, LeasePlan and FleetPartners. To service this side of the business, the company has mechanics, panel beaters, and auto electricians in its call centre.

While the New Zealand business is ticking along, McDonald is recently back from presenting at the International Travel Insurance Conference in Istanbul and has strong ambitions overseas. The company has won a contract with Wales-based insurer InterGlobal Insurance which provides full private health insurance to expats.

"There is big growth for us there," says McDonald.

First Assistance has a $10 million turnover, 120 staff and its international business has grown about 20-30 per cent in the last 18 months.

First Assistance is already gearing up for the big event of 2011.

"The Rugby World Cup will be big news for us," says McDonald.

First Assistance will be looking after overseas tourists for their insurance companies.

"Our role is to make sure we have got communications with the clinics," she says.

First Assistance is already telling insurance companies: "This is where the games are, these are the facilities, here's what happens in New Zealand," says McDonald.