Generali Group

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          Phygital advice

          Advisors are the heart, pulse and soul of Generali. They are the human touch that makes the difference in creating long-term relationships with customers.

          As part of our evolution in becoming Lifetime Partner to our customers, Phygital Advice is one of the 3 key customer promise, a combination between digital and in person interactions with their trusted advisor.

          There are three key elements of this customer promise:

          • revolutionizing our relationship model through Lifetime Partner Advisory. Personalizing value propositions enables our advisors to tailor solutions to customer needs. Supporting with state of the art advisory processes, training and incentives we will embed a strong advisory culture;
          • high focus on Post-Sales Relationship delivers meaningful business impact, by using digital tools and data to connect with all customers across all channels, we can reach more than 70 per cent of our customers who experience memorable and meaningful contact each year. Annual financial check-ups are delivering a significant impact on customer satisfaction;
          • providing an end-2-end digital experience which enables our distribution network to service our 67 million customers effectively from anywhere and through any channel. We are equipping them with best-in-class digital E2E tools that facilitate remote advisory & selling and increase digital visibility to ensure regular contact with customers. We will focus on digital advisory & CRM tools, complemented with adoption training to ensure they are empowered to provide a caring customer experience with professional advice. We will streamline the advisory process using digitalization to eliminate non-value activities, ensuring our advisors can focus on what matters most, our customers.


          In order to develop and leverage an effective distribution strategy, we have put in place Distribution NPS (“Net Promoter Score”), which aims to listen to distributors expectations, enhance their experience and earn their customer loyalty.

          As a celebration of our advisors, we will be hosting Generali’s 4th Global Agent Excellence Contest with the grand finale to be held in Venice in September 2022. The best 300 agents will be invited to celebrate the announcement of the Top Lifetime Partner alongside the main key members of the global management group.