Excellence in Customer Relationships
A strategic priority of Lifetime Partner 27: Driving Excellence
At Generali, we are reaffirming our commitment to putting customers at the heart of everything we do. Excellence in Customer Relationships is a core strategic priority of Lifetime Partner 27: Driving Excellence and will shape how we serve, support, and grow with our customers and distributors.
To achieve our ambition of Excellence in Customer Relationships, we are concentrating our efforts on three strategic pillars:
1. We will deliver needs-based value propositions, ensuring our solutions are tailored to meet the evolving protection needs of individuals, families, and businesses. This approach guarantees relevance, personalization, and long-term value.
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- We will focus on strategic growth areas identified by the Group, considering demographic, societal, economic, and digital trends. These include climate risk, aging, protection, health, and cyber.
- In addressing these areas, our holistic approach considers the value proposition as the sum of four core components: Benefits (Products & Services), specific Customer Journeys, the Go-to-Market strategy, and the key elements of Awareness & Engagement.
- To ensure relevance and impact, Global Target Value Propositions for key customer segments – such as women, families, young people, and seniors – will be defined at Group level and then further co-developed with Business Units and tested for local adaptations.
- We will accelerate innovation and go-to-market efforts by fostering the development of Group assets or scaling up local best practices. This includes leveraging geo-spatial intelligence for climate-related insights, parametric insurance for SMEs, AI-powered health journeys, and digital advisory tools.
- All our initiatives will be driven by data and customer insights, including market validation activities such as testing with customers and distributors.
- Finally, we will bring the new global “Here. Now.” brand concept to life, emphasizing the immediate relevance and responsiveness of our value propositions, ensuring that our solutions are not only forward-thinking but also immediately applicable and beneficial.
2. We will create seamless customer experiences. By integrating online and offline channels, combining digital capabilities and our distinctive human touch across all touchpoints, we aim to make every interaction effortless, caring, and consistent – “Here. Now.”, as in our Global Brand Campaign.
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- “Here. Now.” means delivering on our promises everyday. In fact, 45% of our customers actively promote us and express their loyalty when we successfully meet their needs, offering ease and convenience, clarity, proactivity and human support.
- As customer expectations evolve, half of them already seek a blend of digital and human interaction — a figure projected to rise to 65% within the next five years. The future is unmistakably hybrid, and we must be ready to meet customers wherever they are: online, offline, and everywhere in between.
- To achieve this, we design and deliver outstanding hybrid experiences by starting from the voice of the customer. We continuously strengthen our listening capabilities across all channels, analyzing customer insights, relevant data and benchmarks to shape experiences that truly resonate.
3. We will empower our advisory-driven distribution networks. With 161,000 advisors equipped with cutting-edge tools and technologies, we will ensure they are always ready to be the trusted partner our customers need.
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Together, we are shaping the future of Advice – smarter, faster, and more human than ever – by accelerating the shift from Agents to Advisors, unlocking superior productivity by 2027.
- This transformation begins with Advisor Empowerment, ensuring that every customer interaction becomes a moment of true value. Through enhanced comprehensive training and a Global Change Management programme for our Field Managers, we are strengthening relationships at every touchpoint of the customer journey.
- Complementing this is our Digital Agency Model, which drives full adoption of Customer Relationship Management (CRM) and AI-powered tools to streamline administrative tasks and elevate the quality of value-based advice. Initiatives such as Annual Check-ups, Lead Management, and Digital Visibility programmes will deepen customer engagement and boost effectiveness.
- In parallel, our focus on Productivity & Network Activation is unlocking distribution excellence across all channels. With DNPS, targeted go-to-market support, and focus on strategic growth areas, we are enabling success for both Proprietary and Independent Distributors.
- To celebrate and inspire excellence, the Global Advisor Excellence Contest (GAEC) recognises the very best advisors from over 50 markets in which we operate, honouring achievements in advisory, digital innovation, and productivity.
By anchoring our approach in these three strategic pillars, we lay the foundation for delivering meaningful value to both Customers and Distributors — a commitment that is reflected in the ambitious yet measurable goals we have set for ourselves:
- Achieve and maintain the #1 position in customer satisfaction (R-NPS)
- Expand our multi-holding customer base to 24 million
- Sustain exceptional customer loyalty with 88.5% retention globally
- Ensure over 50% of customers engage through active digital interactions
By combining the latest technologies with our distinctive human touch, we will Accelerate @ Scale our Lifetime Partner Ambition - delivering globally consistent, easy, relevant, and proactive experiences that strengthen our leadership in customer relationships.
