Modern Russian insurance market operates in an extremely challenging environment. Over the past few years and already a very small share of real insurance in GDP has declined steadily, which is an indicator of lack of demand for society and the frailty of prevailing in the country a model of insurance relations. Today, the difficulties of domestic insurance repeatedly reinforce the economic crisis. Currently, it is worth considering not only the development of many of the survival of the insurance business. Occur occasionally in the media discourse on some "new features" that the crisis supposedly discovers that the recession / stagnation "will not" that "the crisis can be managed," and his "help" may "leave the competition far behind" - is, at best, plain and self-PR. Against this background, a source of satisfaction and well-balanced sound that is very important in a crisis, the position of representatives of public sector management. Crisis, on the one hand, therefore exacerbating rather deplorable situation with the possibility of obtaining investment income Russian insurers, and, on the other - seriously undermines the existing effective demand, which is the main source of livelihood insurance business and insurance in general. This effect on demand is characterized by a significant reduction in access to credit and the emergence of non-payment problems due to increased general uncertainty regarding the status of counterparties. As a result, are in no hurry to part with his money and still paying customers. Because of falling consumer activity may increase stocks of manufacturers of consumer goods that will contribute to the growth of insurance fraud. In turn, with reductions in charges premiums insurers can only survive as a result of cost savings. The first step to ensuring that the savings was passed on most of the companies reducing staff. As a serious increase in labor productivity in the short term, the remaining employees should not expect, then the next step will likely be a reduction in payments. The latter, in turn, as we know from opinion polls conducted by VTsIOM, also promotes the growth of insurance fraud. 96% clients prefer not to complain about bad service in any part of the insurance company itself, nor in the trials. At the same time every disgruntled policyholder sends negative information about the company at least 12 friends. As a result, even before the crisis, 44% of Russians do not view crime fraud insurance company, considering it "retaliation" for fraud by the insurer. Deterioration of well-being insured, together with savings on payments by the insurer could seriously increase this figure in the short term. Research and experience show that many of the corporate sector of the Russian economy does not consider insurance as a mechanism of protection against risks, either as a "tax", whose size should be in any way to "cut" or as a tool for updating obsolete capital assets, when fear of worn-out equipment hoping to replace it with new money for the insurer when the insured event. This attitude of policyholders to the insurance companies due to the specifics of existing sources for the formation of demand for insurance services. The most important sources for a considerable time is compulsory insurance, insurance is a condition for lending, and active use by insurers of administrative resources. Obviously, in such a situation, the competition has been conducted, mainly for channels of pressure on the consumer, and not for the consumer, whose interests are ignored. All this affects the quality of insurance services, as to preserve the profitability of insurance operations, insurers were forced to reduce the size and timing delay payments. Apparently, extending a result of these actions was to cause distrust and gradually reducing the share of income of insurance companies from providing insurance services to the business sector of the economy. Despite the fact that they have long constituted and constitute a significant proportion of total income from insurance activities, their share is seriously diminished from 1995 to 2007, when the market for retail insurance exceeded the market for corporate insurance. Decline in the share of corporate insurance indicates a slower its development compared to retail. At the same time, according to the head of FISA, reduce insurance costs by corporate customers will lead in 2009 to a drop in insurance rates by 30%. In this study NAFI, conducted in 2007 revealed that 83% of policyholders - individuals enjoy only the compulsory health insurance and a further third of respondents bought policies OSAGO. Engine of growth for the market retail insurance became distressed and even loss-making motor hull insurance, which was directly linked to the development of consumer lending in Russia. At the same time, it is clear that in a crisis, an end credit "pumping" of the economy and falling household income, the prospects for further development of the retail insurance should also be thoroughly adjusted downward. Thus, while maintaining the current trends, due to the growth of mutual opportunism and distrust of the insurance relationship, voluntary insurance for the foreseeable future only in "captive-imputed" actually forced form. Prospects for the development of various types of compulsory insurance also remains hazy. Experience in implementing OSAGO shows that they are carried out without due regard for the interests of policyholders. So, once again postpone the entry into force of the direct settlement and simplified procedure for registration of an accident. Made not so long ago, changes in compensation for TCB and wear OSAGO bring the law into line with reality, and it is "only" 4 years later with the introduction of this type of insurance. Numerous issues remain unresolved, as evidenced, in particular, steady growth in complaints of insurers CMTPL in FISA. Wide dissemination of this lacks credibility with consumers the type of insurance contributes to distrust of insurance in general and the insurance business in particular. It appears that under the circumstances, such a model of the insurance relationship, which combines a mandatory insurance and implied, has the objective of the border. Its further implementation will lead to a growing distrust of consumers, which will inevitably contribute to the "exclusion" from the insurers of more and more trustworthy insurers, striving to strengthen fraud and increase the loss ratio of insurance operations, while decreasing the flow of premiums. May also be the cases of theft of forms of policies from the offices of insurance companies to move forward with them to meet formal requirements of regulatory authorities. Fall in demand and the need to reduce costs will lead insurers to understand the need to change approaches to the formation of quality and process of implementation of insurance services. Insured must change their attitude towards insurance for the benefit of understanding the need to use it as an effective tool to combat the risks and optimize at the expense of their costs. But it requires from the insurer, often focuses on the time of sale, and ignores further professional service to its clients, hard work and out of standby "instant" results. The crisis requires insurers greater efficiency at lower cost is achievable under current conditions only under one condition - customer loyalty. And this loyalty, in turn, achieved with the possibility of constructive dialogue with the insurer at all stages of preparation, conclusion and implementation of an insurance contract, including, of course, and claims settlement. That constructive dialogue can contribute to the interaction with the infrastructure elements of the insurance market - appraisers, surveyors, emergency commissioners. Involvement of these organizations at various stages of preparation and implementation of the insurance contract will substantially increase the transparency of insurance procedures and reduce mistrust client insurers. Policyholder must also be confident in the reliability of the insurer and its willingness to pay resulting damages. It is obvious that the proposed method of rating agencies assess the reliability of the insurer does not meet the actual state of affairs in the company and, therefore, could potentially mislead the consumer insurance services. Thus, insurers need to focus not possible to obtain high rankings, but on a professional underwriting, quality insurance service and the timely and full payment of damages. Crisis provides a unique opportunity for the insurance business to justify adjustments to future plans of development and to abandon the strategy of "growth at any cost" in favor of "balanced development" based on a professional approach to the conduct of insurance business. This balanced development implies the rejection of unnecessary dumping, a fact which, unfortunately, are becoming more common, and in some of the "fresh" cases simply outrageous. The main thing is that it involves the development of the parameters of insurance together with customers and precise execution of the obligations on the stage of settlement loss. This approach, on the one hand, help to solve the problem of trust the client, engaging in dialogue with the insurer. On the other hand, it will contribute to filling the quality of the insurance portfolio, as the insurer will be able to assess the full insurable risks and the receipt of insurance premiums related to this estimate. It should be noted that the organizational structure of management in many Russian insurance companies, unfortunately, are not adapted to high-quality customer service in accordance with relevant in a crisis approaches. In recent years, many insurance companies rather than science-based, and even just based on common sense management engaged in simulation activities in the form of so-called "reverse engineering" and the creation of artificial barriers to customer service in the form of planting of front-, middle-, and other back office. If the insurance business aimed at survival, then all this rubbish should be corrected as soon as possible. Of course, the actual implementation in a crisis approach would reduce the number of clients, mostly unprofitable, while at the same time remaining loyal to increase significantly. The sooner the insurance business will come to realize the necessity of these new approaches of doing business, the more chances he has to survive in today's challenging environment and to create preconditions for post-crisis development.
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