How Leading Insurers Achieve Top Inclusion Scores: A Zurich Group Case Study
In today's diverse marketplace, true customer service excellence means being accessible to everyone. A recent industry study by Fralytics examined how composite insurers handle inquiries from customers facing communication barriers, such as language differences or disabilities. Among the top performers was a company within the Zurich Group, recognized for its "very good" inclusion score. Martin Schmidt-Schön, Board Member for Digital Business at DA Direkt, explains their approach and why written communication is a cornerstone of their inclusive service strategy.
Building Inclusion into the Customer Journey
Q: Inclusion is a core part of many insurers' ESG (Environmental, Social, and Governance) criteria. How do you use your policies to expand your reach and better serve people with language barriers or other social challenges?
We are committed to continuously improving the customer journeys on our website. Our guiding principle is to design communication and processes from the customer's perspective. By leveraging modern technology, we aim to make interactions as understandable, simple, and personal as possible for different customer segments and abilities.
Winning Strategy: The Power of Written Communication
Q: Your company achieved a top inclusion score. What specific strategies did you implement to effectively overcome communication barriers for customers with language difficulties or disabilities?
Incoming emails are answered promptly. We focus on providing genuine assistance, not just standard replies. The email channel is particularly well-suited for customers who explicitly request help related to a physical impairment. For individuals with visual or hearing impairments, written contact with us as a direct insurer is an effective way to communicate.
Our "eSchrift" (e-written communication) team, which handles incoming emails, receives regular training to identify customer concerns and process them optimally from a service perspective. This includes a strong focus on inclusion principles.
Investing in People: Specialized Staff Training
Q: What training measures do you offer employees to ensure they can adequately respond to customers with communication barriers?
The "eSchrift" employees are trained according to the Insurance Distribution Directive (IDD) requirements. The goal is to optimally prepare them for written communication and customer service, proactively addressing potential questions from customers regarding inclusion and developing appropriate responses. These trainings are based on Zurich Group guidelines, where "the topic of inclusion plays an above-average important role."
Technology with Caution: AI and Language Barriers
Q: To what extent do you use technologies to improve communication with non-German speaking customers?
We employ Artificial Intelligence (AI) in telephone contact via Voicebot and in email processing; however, not yet in automated translation. The reason is we must ensure customers always receive a legally and technically reliable answer. AI-based translation tools are not yet 100% accurate. We are monitoring this topic closely and continually reassessing technological possibilities for overcoming language barriers.
Measuring Success and Driving Continuous Improvement
Q: How do you measure the satisfaction of this specific customer group, and what mechanisms have you established to make adjustments based on feedback?
We do not measure customer satisfaction based on different target groups. This is also related to the fact that we neither inquire about nor record disabilities in our communication.
Q: What further steps do you plan to improve inclusion and accessibility in your service offering to secure high inclusion scores in the future?
We track the quality of our service very closely and regularly—from the customer's perspective, for example, based on reviews, but also in collaboration with our employees. Team leaders and trainers support them, not in the sense of control and sanctions, but within the framework of support and exchange of experiences. We regularly question our working methods and constantly look for opportunities to optimize our service.
Key Takeaways for the Insurance Industry
- Leverage Written Channels: Email and chat can be more accessible for customers with hearing, speech, or certain cognitive disabilities than phone calls.
- Train for Empathy, Not Just Policy: Specialized training that includes inclusion scenarios empowers staff to provide genuine, helpful service beyond scripts.
- Prioritize Accuracy Over Speed with Tech: While AI offers potential, insurers must balance innovation with the legal need for precise, reliable communication, especially across languages.
- Embed Inclusion in Corporate Culture: High scores stem from making inclusion an "above-average important" part of company guidelines and daily practice, not just an ESG checkbox.
- Focus on Universal Design: Improving the customer journey for people with disabilities or language barriers often creates a simpler, better experience for all customers.
For customers, especially those who have felt underserved by traditional insurance channels, choosing a provider with a demonstrated commitment to accessible communication can make a significant difference. DA Direkt's approach, rooted in the Zurich Group's strong guidelines, shows that operationalizing inclusion is a powerful strategy for building trust and loyalty in a diverse market.