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PZU and PZU Życie have a “Client experience management policy” in force, with the program devoted to that subject matter being a strategic initiative for the whole Group.
It is carried out by the Client Experience Management Department. The priority is to develop the best client experience during every contact with the company and its products and services. The guidelines for handling all complaints submitted to PZU and PZU Życie have been described in the “Rules for accepting, recording, examining and reporting complaints submitted by clients” (“Rules for handling client complaints”).
Several hundred employees are involved in this handling process. Dedicated Complaint Handling Teams handle complaints and grievances. Some complaints may be dealt with by employees who handle claims and benefits. The complaint process in place is largely based on the Act on Complaints Handling by Financial Market Participants and on the Financial Ombudsman.
Best practices of PZU and PZU Życie
A series of “Client Oriented” competitions
In 2022, a series of “Client Oriented” competitions was launched for PZU employees, with the aim of engaging employees in the process of initiating change for the benefit of the client and building a sense of influence for change in the organization. There have been two editions, during which a total of 108 initiatives were submitted, and the 6 best were awarded – work is currently underway to implement them.
Best practices of PZU and PZU Życie
“Recipe for good cooperation”
Within the framework of the Employee Experience initiative, the “Recipe for good cooperation” program was rolled out in 2020 to promote cooperation and kindness in contacts between PZU employees. In 2022, the program was still being deployed and promoted inside the organization. The program also includes proactive client initiatives.
Closed Improvement Loop
PZU has in place the “Policy for managing proactive client initiatives at PZU – Closed Improvement Loop”. It applies to all PZU employees who have a direct or indirect impact on client experience.
Closed Improvement Loop is a model adopted by the PZU Management Board that depicts how PZU defines, implements and monitors proactive client initiatives that ensure positive client experience. The purpose of the closed improvement loop is to improve client experience and streamline existing products and processes, design client experience, ensure consistent and effective communication and create new products and services in line with client needs and expectations. The Closed Improvement Loop process also includes the promotion of appropriate attitudes and behaviors among PZU employees, in particular by involving them in active participation in the process of defining and managing proactive client initiatives.
A tool under the name of Client Improvement Database (BUK) was made available to PZU employees in January 2022, through which they may propose initiatives and improvements and thus influence actions and changes inside the organization. In 2022, 75 initiatives were submitted of which: 13 have already been implemented, 16 are in the process of implementation and 25 are under review. 21 initiatives were rejected on the grounds that the proposed solution already existed, the initiative duplicated those previously reported, or its implementation outweighed the benefits achievable.
In 2022, PZU created an elite group called „Client Academy.” The initiative brings together employees from different areas of the company who care about designing positive client experiences. The task of the Client Academy members is to work out and implement solutions and changes to processes, products and services that will improve client experience with the PZU brand. The Client Academy members attend workshops and training in the areas of, among others, Client Experience, problem solution methods or idea generation and assessment, as well as introduce proactive client solutions. These measures have made it possible for the group of employees engaged in designing the best client experience to be extended. By the end of 2022, 21 initiatives had been reported, of which 2 had been implemented.
In 2022, PZU released the second, expanded edition of its CX report under the title „With the client through thick & thin”. It analyzed how companies in 8 leading service industries respond to client needs. PZU’s spectrum of interests included the most important areas of client functioning in the realm of traditional and digital services. Conclusions presented in the report are based on a client experience survey conducted in 2022 using the CAWI method among clients of insurance, private healthcare, banking, telecommunications, e-commerce, traditional and online services and streaming companies.
From 3 to 5 October 2022, PZU celebrated Client Experience Management Days (CX Week / CX Day). This is a celebration for all PZU employees who care about the client experience on a daily basis. CX Day is celebrated by the world’s biggest brands, and PZU has once again joined the ranks. The main theme was „With the client through thick & thin.”
During the 4 October 2022 conference, employees had the opportunity to, among other things:
- get acquainted with the new CX Report „With the client through thick & thin” and find out, based on the latest research, what Polish clients’ expectations and needs are,
- take part in an expert debate during which the future in CX was discussed with invited guests (including Brand24, Digital University and Kantar Polska),
- participate in lectures by representatives of selected areas of PZU and a special guest.
The Customer Journey is a tool that describes all events and experiences of the client in his or her interaction with the brand. It provides information about know what the client feels and thinks and what choices he or she makes at each stage of contact with PZU. There are many such points of contact, including advertising, leaflets, employees, the website, the app, Contact Center consultants, the offering, agents, opinions of other people. Each action taken by the client and the accompanying emotions are depicted on the Customer Journey map.
The tool helps us eradicate the causes of negative experiences and design new ones that are better. To create the map, a 360 analysis is applied, looking at the aspects concerned through the eyes of the client, employee, agent and service providers. This in-depth analysis enables the deployment of a ‘quick wins’ solution – quick and simple results. This allows us to create products that more effectively meet client expectations, improve the systems and applications the client uses, make improvements in communication, process and documents, among other things. The map engages the employee encouraging him or her to cooperate more efficiently with the client.
As part of the Customer Journey, a number of recommendations and actions concerning the Individual Continuation insurance were developed, e.g.:
- product and offerings changes,
- changes in the area of communication with the client: modification of letters, e-mails,
- system changes to make it easier for clients to verify insurance coverage.
In 2022, activities were carried out to make it easier for clients to obtain information, i.e., modification of the website, supplementation of information on benefit notification, and planned implementation of changes to the online benefit notification form.
At PZU, „Focus on the Client” microlearning training available to all employees has been implemented. The training is aimed at educating employees in the areas of Client Experience and Employee Experience and, additionally, at boosting a clientfocused organizational culture.
It teaches designing positive client experiences and shows how to use the acquired knowledge in everyday work. A participant with the positive result of quizzes at the end of the training receives a certificate as a PZU Client Experience (CX) Ambassador. In 2022, CX Ambassadors who completed the “Focus on the Client” course were eligible for recruitment to the elite „Client Academy” group.
In 2022, the Focus on the Client course was introduced on a test basis into the HRM system as mandatory training for all employees in the claims handling area. In 2023, the plan is to continue promoting the course and to make it mandatory for all new PZU employees.
Strategic challenges in the product area
PZU Strategy – #PZU Potential and growth – We care about the most important things in life – calls for the pursuit of a new vision of product design and distribution. The 360° offer will be a personalized, comprehensive and dynamic product offering suited to the constantly changing expectations and needs of clients at each stage of their life. The PZU Group also expands its offering for businesses to include support services, such as risk management assistance through advisory services and implementation of advanced tools and providing an IT system for fleet management (insurance administration, fleet risk management, advisory services, ongoing legal support for Polish international fleets).
* Continuous brand monitoring, CAWI, nat-rep 18-55, data for 2022
By using the latest tools and new technologies, the PZU Group improves the management of relations with clients. For this purpose, it uses new analytical environments, which automate and support decision-making processes. Introduction of Interactive CRM will improve communication with the client and make sales processes more effective. There are also operational actions between PZU and PZU Group banks, i.e., implementation of CRM campaigns for bank clients where banks were granted the marketing consent.
PZU Group wants to develop a strong position in all sales channels. In addition to its own channels, it works with multiagencies, brokers and banks, as well as leaders in the growing e-commerce market and energy suppliers. It is very intensively developing the digital channel in the form of the mojePZU platform. By pursuing its strategy for 2021–2024, the Group seeks to empower the client to be able to freely shape each stage and the whole course of the purchasing process. This will be possible owing to the multitude of available distribution channels and the freedom to move between them. For instance, the client may receive information about the product during a meeting with an agent, learn the details and additional possibilities while visiting an outlet and complete the purchase online via the mojePZU platform.
Through an omnichannel approach, the PZU Group will be able to reach clients through various distribution channels suited to their needs and preferences. Clients will have access to a broad range of modern products.