Engagement and dialogue

Attention to dialogue with clients and analysing the results of the numerous surveys organised periodically is a constant feature of our activities, in place well before the strategic projects currently under way. The surveys on brand perception and customer satisfaction for the products and services offered, as well as the analysis of client/consumer expectations and the reasons for their behaviour have always been the foundation of our development and expansion of our range of products and services, internal organisational processes and communication.

In all countries we conduct surveys aimed at identifying the level of customer satisfaction at the various stages of the relationship. These are generally interviews by phone or via web, with frequencies ranging from monthly, as in Switzerland, to once every three years, in the case of Austria. The surveys conducted in 2013 showed a good level of customer satisfaction, remaining stable on average. In Switzerland, satisfaction improved following a series of measures implemented based on the results of previous surveys. These measures specifically concerned the consulting provided, the efficiency of processes and the introduction of an on-line form for submitting complaints, which enabled direct, simplified contact with clients.

A critical, particularly important moment with regard to customer relationship management concerns claim settlement, when the policyholder can concretely verify the quality and scope of the insurance cover purchased. Considering this, periodic surveys are conducted in all geographical areas on the satisfaction with services related to managing reimbursement. The frequency of these surveys varies widely and also depends on the type of survey conducted: in the Czech Republic the NPS is used in weekly surveys; in France and Spain surveys are conducted monthly and quarterly, respectively; while in Austria this type of survey is conducted every two years. In 2013 satisfaction remained steady in all geographical areas, with an increase in satisfaction recorded in Spain.

The results of the satisfaction surveys conducted with clients are supplemented with information gathered through the activities for dialogue with the sales force, which acts as a privileged monitor of ongoing, direct contact with clients. To facilitate dialogue and enable accurate, updated communication with the management structures dedicated to organising and managing the sales network, numerous contact channels have been developed: dedicated intranets, newsletters, on-line and hard copy publications and smartphone and tablet apps.

Dialogue with the networks primarily aims at verifying the sales force’s satisfaction, investigating any areas for improvement, guarantee clients are provided with services always in line with their expectations and obtaining direct, immediate feedback on the market situation. Focus groups and meetings at various levels are periodically held for these purposes, where suggestions and indications are gathered to steer the innovation of products e services towards new needs. Furthermore, workshops are frequently held with the sales force both for the purposes of engaging them in corporate strategies and assessing the impact of new products and services.

In all countries surveys are conducted on brand perception, image and advertising communication. These surveys are conducted on consumers drawn from representative population samples, generally selected based on certain criteria, i.e. age and sometimes several more specific criteria (gender, occupation, etc.). Occasionally, the sales networks are also involved.

The brand perception and image surveys are carried out at varying frequencies, depending on the country, and are associated with specific events (e.g. the launch of a new communications campaign) in order to assess their impact. In the last year, the results of periodic surveys showed that the perception of all Group brands were holding steady, with improvements in France, Germany and Spain. In the Czech Republic, specifically, Generali is perceived as an innovative insurance company owing to the services offered for claim management.

As regards surveys assessing the impact of specific initiatives, in Spain focus groups were organised on the Pago como Conduzco (Pay as you drive) project, to understand clients’ perception and the effectiveness of the communication. A qualitative study was also conducted to identify the key factors in brand promotion, on which a quantitative study was subsequently conducted. The surveys conducted showed a highly positive reaction of the public to the advertising campaigns launched in Germany, the Czech Republic and Spain.

Surveys conducted in 2013 to understand the needs, wishes and behaviour of clients/consumers included a poll in Austria concerning motor coverage issues such as: use of the vehicle, whether the client plans to purchase a vehicle, preferred cover packages, the propensity to purchase electric cars and the possible installation of security systems. As regards pension issues, a survey was conducted among persons under employment contracts on their aspirations and needs.

In Italy, Genertel and Genertellife conducted numerous surveys regarding both payment methods - and, in particular, the option to pay premiums in instalments - and flexibility in defining policy content and the criteria for defining prices.

Lastly, in Germany, two significant studies were conducted on issues that play a determining role in the current historical and market scenario: the aging of the population and climate change.

Climate change was analysed in a study conducted as part of a global project with strong backing from Gesamtverband der Deutschen Versicherungswirtschaft e.V. (GDV), the trade association for German insurance companies. Specifically, the Potsdam Institute for Climate Impact Research (PIK), which was assigned to conduct the study, analysed the impact of climate change on claims in the German insurance sector for pricing.

Generali Altersstudie

The Generali Altersstudie study (Generali Study on Aging) focused on understanding how the elderly live, think and interact with others. To this end, in 2012, the German Institut für Demoskopie Allensbach (German Opinion and Market Research Institute) interviewed a sample of more than 4,000 people aged between 65 and 85 on behalf of Generali Zukunftsfonds, the foundation that manages most of the activities carried out in Germany for the community.
The study was published in November 2013 and is available in all book shops. The Federal Center for Political Education issued an own edition with the same content.
This is a survey which, for the first time, performed a detailed analysis of day-to-day habits, behaviours and inclinations of this age range.

The results obtained demonstrate that the elderly lead a more active, independent life with social relations compared to 20 years ago. Most of them are satisfied with their living condition and feel 10 years younger than their actual age. Such rejuvenation partially offsets the impact of the aging population.
More than one in two live in an own property and has frequent and positive relations with their family and friends. The elderly not only follow a life of autonomy but also support their children and grandchildren in terms of money and time. The majority is in good health, even though they become less numerous when they are older than 75-80. The ability to lead an independent life in the future seems to be their highest value. Therefore, they expect skilled nursing services be provided by the State.

The analyses of the results obtained provide a full, varied picture of the needs of elderly clients and enable segmentation into the various areas of interest. These results will be crucial in understanding these categories of clients and should guide the development of new products, especially those in the life segment.

Assicurazioni Generali S.p.A. - C.F. e P.IVA 00079760328