ZLM Verzekeringen

At ZLM, feedback lands with the people who had the conversation

ZLM Verzekeringen wants to know what customers really experience, every time they are in touch. Together we measure that continuously and take it back to the employee and the team who can act on it.

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The challenge

Knowing what customers experience at every moment in their journey, without burdening them with long questionnaires.

Project

Continuous customer feedback

Client

ZLM U.A.

Solution

Continuous measurement at every touchpoint in the customer journey, with weekly feedback per employee and monthly per team

Onze aanpak

One compact questionnaire that adapts to the moment

We measure at the moments that matter to the customer, from the first conversation with an adviser to the handling of a claim and what follows. Anyone who has been in touch with ZLM receives a personal invitation by email afterwards.

The questionnaire is short and adapts as it goes. A customer who gives a high score gets a different follow-up question from one who is dissatisfied, and the questions match the contact they had. Nobody has to work through questions that are not about them.

Behind every score we look for the cause. With our three-question methodology the customer first gives a score, then explains it in their own words, and then picks the category that explanation belongs to. So ZLM knows how satisfied someone is, and why.

The customer stays in control. They decide whether their answers may be linked to their file, and anyone who would like a call back says which days suit them. Once someone has responded, we give them a break for a while.

One compact questionnaire that adapts to the moment

Resultaten

Feedback that reaches the person who had the conversation

The results do not stay with one central department. Every week, employees read what customers thought of their own contacts, in the customer’s own words. Team leaders get that picture for their team every month.

Everyone also has their own dashboard, built around their role in the organisation. An employee sees their own contacts, a team leader their team, the management board an overall view. Nobody has to search for the part that concerns them.

Teams use that feedback to improve. What is the common thread in what customers say? They turn it into action points together. And when a customer asks for a call back after answering, they get one.

Eindconclusie

Customer satisfaction built into everyday work

At ZLM, customer satisfaction is part of the teams’ own work, week in, week out. That has turned feedback into a steering tool rather than a look back. The setup grows with what ZLM wants to know, and we keep thinking along together.

“

We used to know mainly how satisfied our customers were. Now we also know why, and employees read for themselves how the customer experienced that conversation. That is where we learn the most.

ZLM U.A. • Coördinator kwaliteit, ZLM Verzekeringen

Raoul Lie

“

Over the years we have refined this setup together with ZLM, always with the same question in mind. How do we make sure feedback lands with the employee who had the contact? That is where ZLM makes the difference.