True Customer Centricity engineers Allianz Malaysia’s approach in winning the customer
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Allianz Malaysia is zeroing in on customers nationwide with it’s all-encompassing True Customer Centricity (TCC) service model which aspires to offer customers service that is Fast, Easy, Reliable… Delivered from the Heart.
The fast-moving, fast-growing digital world has changed the landscape of customer service globally. Advances in technology and communication have given rise to the digitally empowered customers where the now-considered ordinary greeting when you walk through the door is just not enough to keep customers from coming back. Statistics for 2015 Consumer Loyalty Statistics from blog.accessdevelopment.com revealed:
- Once a customer experiences what they consider a major customer experience failure, 64% will stop recommending the organization, start looking for an alternative brand or actively disparage the company via word of mouth, social media or other online channels.
- 41% of those who have submitted an insurance claim are still likely or very likely to switch to another provider in the next year.
In recognising the shift in customer behavior, Allianz Malaysia is stepping up to meet the demands of the digitally empowered society by re-engineering its initiatives with solely customers in mind. The TCC initiative will start as a two-year plan in which 25 activities will be carried out over 18 months from top-down and involve everyone from senior management to non-executives in interesting projects as well as an Allianz Customer Day to held in the third quarter of the year.
“At Allianz, the customer is at the center of everything we do .To us, it’s all about engagement and maintain that commitment in delivering on our promises. So how do we do that? By offering simply the best value for customers. And that begins with getting the simple things done right from not putting customers on hold for a long time to being proactive in providing solutions to a problem,” said Mohd Farop Mohd Sharif, Head of Customer Advocacy of Allianz Malaysia Berhad.
Allianz Malaysia kicked started the TCC initiative internally on 1 March 2016 with the delivery of a weekly newsflash advocating customer centricity. The articles centers around customers and Allianz Customer Centricity Common Purpose Values. Through it, the Company hopes to embed customer centricity into its DNA, ensuring that all employees apply customer centricity in everyday situations.
In driving TCC forward, Allianz General has introduced the Claims Notification whereby upon submitting a claim, Allianz customers will now receive a phone call directly from the claims personnel in charge of processing their claims. With this, the customer will have a name and point of reference in seeing their claims process through which is a first for any insurer in Malaysia.
At the management level, a governance council was formed to promote customer centricity and tackle strategic and operational issues related to customers. The council is responsible in driving the customer centricity approach that eliminates customer pain points; promotes customer delight points through strategies, engagement initiatives and more.