Putting the client at the centre of our business activities means going beyond simply listening. It means focusing on the competitive advantages through stronger and more focused brand positioning and understanding our clients’ attitudes and segmentation in order to invest resources in the development of digital tools that can satisfy even heavily digitised “hybrid” consumers.
In the case of “hybrid” customers, although agents and traditional sales channels remain a key contact point during the various phases of the purchase cycle, in the moments that precede and follow the underwriting of a policy, the contact takes place directly between the client and the insurance company. The final purchase decision is based not only on price, it is also strongly influenced by the perceptions and opinions formed during the information gathering process.
Creating a best-in-class customer experience
As part of our project to become a truly customer-centric Group, we have initiated the process to implement the Net Promoter Score tool across our entire office network with a view to learning from our clients on a daily basis. T-NPS is a transnational survey tool that enables us to listen to client feedback as a result of the contacts we have with them – a process that will allow us to constantly monitor the critical moments in the relationship and to improve the service and the product delivery process. It will also allow us to better respect the principles of the Code of Conduct with regard to protecting and supporting customers.
Specifically, we will have the opportunity to request timely feedback on the service received by clients involved in an accident or when they buy one of our products. The survey is based on a fundamental question: how much, on a scale from 0 to 10, would the client recommend Generali to family or friends, stating the reasons why.
As the results are obtained in real time, it allows us to give timely answers and solve specific needs, and this open and collaborative dialogue will allow us to improve our offer.
Each business function will work constantly to integrate and complete this process, including by organising additional meetings with client groups to examine the motivations behind the feedback received. This will allow us to better understand their preferences and expectations and provide a comprehensive overview of where the process inefficiencies are located.
By implementing this programme in all functional areas, we will be able to modify our processes to deliver high quality products and services, thus meeting the commitments in our Code of Conduct, as well as to increase the number of satisfied clients. The importance of the T-NPS project lies in the behavioural change that we are currently adopting to improve our listening skills, with continuous involvement.