Enhancing CX in the Insurance Industry: LINK4's Success with Real-Time Feedback and Improved Surveys

The pioneer of direct insurance transfers customer satisfaction surveys to the Stratquestion platform (a platform that is part of CustomerHero, designed for creating online surveys) to reduce costs and obtain individual customer feedback more quickly.

Why Is Keeping a Pulse on Customer Satisfaction So Important?

LINK4 entered the Polish market in 2003. The company was the first insurer operating in Poland using a direct model. This was a real innovation – unlike existing insurance companies, LINK4 offered direct sales of insurance – primarily motor insurance – by phone and via the Internet. In 2014, the company became part of the PZU S.A. group. Thanks to a strong brand and customer portfolio, it retained its autonomy and continued to operate under its own name.

4 Steps for a Strong Start – A Guide to Improving Customer Satisfaction

The insurance industry is highly competitive. The Polish market today hosts many competing insurers. All of them are vying for an informed customer who has virtually unlimited, multi-channel access to information about offers and the opinions of other customers. In such an environment, a dissatisfied customer will quickly move to the competition, so their perception of the company's services must be at the center of the insurer's attention.

LINK4 understood that the customer experience in interactions with the company and satisfaction with claims handling were crucial to maintaining a market advantage. Therefore, periodic customer satisfaction surveys and prompt reactions to the gathered feedback became a standard practice within the organization. The challenge, however, was the slow pace of obtaining results and the high costs of working with research agencies conducting satisfaction surveys on behalf of the insurer.

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"We were constantly searching for new research methods," recalls Izabela Piekarska, Marketing Research and Analysis Specialist at LINK4.

In its search for the right solution provider, the company found Stratquestion (a platform that is part of CustomerHero, designed for creating online surveys), a tool that already had experience working with insurance companies. With the selected package, LINK4 limited the transmission of personal data externally, as survey invitations were now sent using the insurer's own email servers.

The company surveys customers about their opinions by examining four "touchpoints" – key moments in the customer journey: after signing a contract with new customers, after claim settlement, after a phone call to customer service, and before the policy anniversary.

"Customer satisfaction is important to us, so we listen to customer feedback and improve our services for them," – says Izabela Piekarska, Marketing Research and Analysis Specialist at LINK4.

Surveys are sent the day after or within a week of the customer's contact with the brand to ensure that the customer's case has been resolved by that time. The completed survey is sent to the server, joining a database that aggregates the entire survey's results and presents them in real time on the user dashboard. Reports in Excel, PowerPoint, Word, or PDF formats can be generated at any time from the continuously updated results. This enables ongoing observation of changes and trends, which are then summarized monthly in a report for the management board, including recommended actions.

Improve Customer Satisfaction with Online Surveys

During winter, when insurers handle the highest volume of claims, real-time results analysis and rapid implementation of operational changes are crucial to the success of an insurance company. When research agencies were conducting the surveys, reports were delivered quarterly. This was too infrequent to react flexibly and quickly to the feedback and translate it into customer service improvements.

By collecting feedback in real time, reports on customer service performance are readily available to those responsible for service quality in individual departments. Surveys conducted via the Stratquestion platform enable the measurement of the Net Promoter Score (NPS) for each consultant individually. The platform also allows for continuous monitoring of customer praise or critical remarks provided in open-ended survey responses. The department manager can then use the NPS average ratings during the quarterly evaluation of employees and even listen to specific calls thanks to the customer ID included in the survey.

Moreover, monthly summaries enable quicker responses to emerging problems and a more accurate assessment of their scale. This approach proved effective in the winter of 2016, when a surge in motor insurance claims occurred. Thanks to the feedback collected about long wait times on the hotline, an immediate increase in customer service staffing was recommended, which significantly shortened waiting times and improved the customer experience at this critical "touchpoint."

By using Stratquestion solutions, LINK4 significantly reduced the costs of customer satisfaction research and increased the number of collected opinions to 10,000 annually.

In addition to providing a broad view of trends and general issues, the platform also enabled a more detailed examination of individual customer cases and consultant evaluations. By taking full control of the research process, the insurer secured constant, real-time access to feedback describing customer experiences and the ability to respond quickly to reported issues.

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About Startquestion

Startquestion is a proprietary, original survey platform created by CustomerHero—an integral part of its ecosystem and the cornerstone from which the entire solution originated, now offered as Software with a Service. It empowers organizations to conduct, manage, and analyze surveys and research, providing valuable insights to fuel data-driven decisions and strategic growth. Over 2,500 businesses, including Danone, Santander Bank, Telepizza, Medicover, Innogy, the Heineken Group, and Itaka, already trust Startquestion to support their Customer and Employee Experience, marketing, operations, and business objectives.

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