Zurich has developed a global Customer Programme that is underpinned by investment in customer experience and data capabilities. Key elements of the programme include launch of customer apps and portals that enable customers to manage their data and connect with agents more easily; customer segmentation to improve approaches to selling products and the relevance and targeting of campaigns; and customer empathy training to further improve the quality of engagement with customers. Significantly, business leaders and employees are targeted in meeting improvements in a range of customer KPIs, alongside financial targets, and where in some cases, customer and financial targets are weighted equally
Customer feedback indicated to Zurich that connecting with customers is especially important in an intermediated industry where information about products often includes technical information. Agents were trained to be more mindful about the impact of their interactions with colleagues and customers, and vary their approach in different situations to be more attuned to individual customer needs. The training led to significant increases in customer perceptions of the helpfulness of agents, customer satisfaction and net promoter scores.
Zurich’s Customer Programme has helped the organisation increase market share from 8 to 10% in key life insurance markets and has created a platform to support sustainable future growth.