How Baloise Insurance grows market share by increasing broker satisfaction
The insurer's growth runs through its brokers. Baloise measures what drives their satisfaction, and backs every recommendation to management with objective customer data.
Baloise Insurance is part of the Swiss holding company Baloise Group. The insurer works through a network of brokers, partner-brokers and non-partners who offer insurance solutions to individuals and companies — which means its revenues and growth depend on the results those brokers achieve.
To increase growth, Baloise evaluates the satisfaction of its brokers through customer feedback: as the first point of contact, brokers have a great influence on whether the end customer buys a Baloise product at all.
Thanks to Hello Customer, we can base our recommendations for improvements on objective customer data. The platform quickly shows us which issues are considered important per customer segment and what we should focus on, supported by numbers.
What they needed to solve
NPS is the KPI, but the score alone answers nothing. Baloise needed to know why brokers are satisfied or not, make the customer everyone's concern, and give its recommendations to management real weight.
Brokers decide the end customer's first impression. Baloise needed to see beyond the score to what actually drives their satisfaction up or down.
Customer centricity is a top priority — everyone in the organisation has to understand the impact they have on the customer.
The CX team writes recommendations for executive management. Without enough customer data behind them, they're opinions; with it, they're priorities.
How Baloise Insurance uses Hello Customer
NPS is a metric to maintain and grow, but the question 'why' is the fundamental one. AI-powered feedback analysis identifies the root causes of broker satisfaction and dissatisfaction, and metadata on every response — region, broker and more — shows in a granular way what impacts satisfaction, in which segment, and why. When brokers say Baloise offers good value for money, that's confirmation the company is making the right decisions.
Few customer problems can be solved by a single department, so Baloise created a core team from different internal units. They review survey results together, and because it's easy to see which department each comment relates to, relevant insights are allocated to each department. Negative comments are studied first; anything that stands out or touches a key business indicator is tracked regardless of its score.
The team orders and segments customer problems — the platform shows the problems per segment in order of importance at a glance. When the same issues come up repeatedly, they're a priority. Often they're things the team already suspected; now the data conclusively shows what customers themselves are asking for, and the recommendation carries more weight.
Results
Broker satisfaction has risen steadily: since 2016 the insurer has recorded an increase of 15 NPS points, achieving its highest score to date. AI-powered analysis also shows exactly where to invest — 62% of customer cases turn out to need no further action, 8% of feedback yields team-level improvements, and 30% points at improvements for the enterprise as a whole.
And by closing the loop and giving its brokers a voice, Baloise knows immediately how its products are perceived by end customers, whether they meet the needs of the market, and how to improve them cost-effectively.
With Hello Customer, we have the data that conclusively shows what our customers expect us to improve.Gert VanuytselResponsible Broker & Customer Satisfaction, Baloise Insurance
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