Allianz is one of the world's largest insurance and financial services company. Their Customer Focus program is dedicated to creating a superior customer experience that maximizes customer loyalty, resulting in increased referrals, retention and cross-selling, profitable growth, and increased value for shareholders. Andrew Clayton, VP and Operations Director for Allianz, discussed their program.
The company has implemented a wide variety of Customer Focus tools to help them deliver on their promise to customers. These tools are organized around a framework focused on Listening, Learning and Change. NPS is measured from both a Top Down and Bottom Up perspective. The Top Down measures are used for management KPIs, to measure overall success of the program and benchmark against competitors. The Bottom Up perspective helps to mobilize front-line staff to be more customer-focused.
Linking NPS to organic growth is a critical factor in keeping top management attention. Allianz has convinced themselves of the linkage by not only tracking their own numbers, but by also studying competitive performances as well. Tracking the value of a Promoter vs. the value of a Detractor is key to driving the program.
Allianz has a 91% participation rate in their NPS surveys. Furthermore, customers are willing to participate in follow up calls. The participation rate seems high but perhaps Allianz has found a way to keep it short and rewarding.
For Allianz, as with other NPS practitioners, it's not about the number, but about driving continuous business improvements. The NPS program at Allianz is not a new one -- Andrew frequently made references to "we did that a number of years ago". One gets the picture of a mature program with wide participation by various parts of the organization.
Key success factors:
- Have a well-defined scope
- Include experts from your operations team
- Set up a cross functional team
- Effective communication
- In-depth training
- Early identification and implementation of quick wins
- Recognize and reward success
- Embed NPS as part of a performance measurement system
Mobilizing a large organization is not easy. It appears that the next move for Allianz is to institutionalize NPS.
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