How Insurance Companies Achieve Top Inclusivity Scores: A Case Study on Customer Communication
In today's diverse market, inclusive customer service is no longer optional—it's a competitive necessity. A recent industry study by Fralytics examined how composite insurers handle customer inquiries involving language barriers and other social challenges. Among the standout performers was Ammerländer Versicherung, which earned a "very good" inclusivity score. In an exclusive interview, CEO Axel Eilers reveals that this success was no accident but the result of deliberate strategy and commitment.
Embedding Inclusion in Corporate DNA
Q: Inclusion is often anchored in ESG (Environmental, Social, and Governance) criteria for insurers. How do you use your policies to expand your reach, especially for customers facing language barriers or social challenges?
Our corporate values are built on respectful, equal-level interaction—both among employees and with our customers. We recently reinforced our commitment by signing the Charta der Vielfalt (Diversity Charter), underscoring that inclusion is lived internally and externally.
Strategies for Overcoming Communication Barriers
Q: Your company achieved a top inclusivity score. What specific strategies or initiatives have you implemented to effectively overcome communication barriers for customers with language difficulties?
Customer satisfaction is our top priority. We strive to provide optimal service across all areas, which naturally includes responding appropriately to inquiries from customers with language barriers and offering all necessary support.
Training Employees for Inclusive Service
Q: What training measures do you offer employees to ensure they can adequately assist customers with language barriers?
Our service department staff undergo regular professional training to keep their customer communication skills up-to-date and effective.
Leveraging Technology for Better Communication
Q: To what extent do you use technology to improve communication with non-German-speaking customers?
We strive for straightforward, understandable language in all texts, documents, and our website, ensuring easy access to essential information wherever possible.
Measuring Satisfaction and Adapting Based on Feedback
Q: How do you measure the satisfaction of this specific customer group, and what mechanisms have you established to make adjustments based on feedback?
Our customers can provide feedback directly through our contact channels, Trustpilot, or Google. These reviews and responses give us insights into their needs and reveal optimization potential—helping us continuously improve.
Future Steps for Enhancing Inclusivity and Accessibility
Q: What further steps do you plan to improve inclusion and accessibility in your service offerings and secure high inclusivity scores in the future?
We constantly aim to align our products and services as closely as possible with our customers' needs, including targeting groups such as those with language barriers. For us, inclusion is a living process that we continually shape and refine.
Key Takeaways for the Insurance Industry
Ammerländer Versicherung's approach highlights that achieving excellence in inclusive insurance services requires a holistic strategy: embedding values into corporate culture, investing in employee training, leveraging technology for clarity, and actively using customer feedback for improvement. For insurers looking to enhance their ESG performance and expand their market reach, prioritizing accessibility and communication isn't just ethical—it's smart business.