CXO INSIGHT
by getting the CX right, you can demonstrate to your customers that you can serve them on a more individual level, you can satisfy their needs and you can do it in a way that is seamless and engaging. You can even do it in a way where if you want to be serviced digitally and do your claims fully on WhatsApp, then that’ s your choice. If you want to talk to an agent, that’ s your choice. It needs to be more of a customer choice, not forcing everybody to do the same journey. We know, since we’ re in a low touch industry, 45 % of our customers we don’ t even talk to during the year. So the more we can provide services, help prevention and better service when it matters, when something has gone wrong, the more loyalty we can we can earn from our customers, because they can see the value we’ re providing.
How do you serve those customers who don’ t make a claim?
What we’ ve started to do in some markets is to do cuddle calls, so even if they don’ t have a claim, we will call them, hear how they’ re doing, whether they are getting the right service from us, whether they need additional things or need changes in some of the policies we have with us and just a simple thing like that proves valuable.
We’ re building in more preventative services into our value proposition as well. We’ re just working on a weather alert app, for example, in Italy. In the customer app we have, which is called Zurich One, you can actually sign up for getting weather alerts. If a hailstorm is coming or a flood is predicted, you can take caution and you can take action to prevent things from happening.
Which technology will stand out this year in transforming customer experience, and why?
We all talk about Generative AI. We have areas of the business which uses GenAI and it’ s really powerful. For example, in the process of redefining the brand, we also redefined the tone of voice. It’ s not good enough just to change the way we speak in adverts if we then send people letters they can’ t understand. We defined a policy, which is all about being much more simple and direct, to not use jargon. For that policy, we have created an AI tool that the business units can use when they transform all the written communication that we have today. They can put the existing communication, for example, an offer letter, into the tool, and then the engine will give them back a new version of that based on our principles. And then they can edit it. x
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