Sustainability Report 2012 - Generali Versicherung AG

The following should be noted in this regard: the ParentCompany and several other important Italian companies(Alleanza Toro, Fata, INA Assitalia) adhere to the Codicedi Autodisciplina Pubblicitaria (Advertising Self-regulatoryCode); Česká Pojišt'ovna participates in Rada pro reklamu,the Czech Committee for the regulation of advertising;Group companies in Spain adhere to the Code ofAdvertising Self-discipline and Advertising Practiceand the Transparency Code, and Group companiesin Switzerland adhere to the Swiss Directmarketing-Verband-Ehrenkodex (Advertising Self-Regulation Codeof the Swiss direct marketing association).CUSTOMER CENTRICITYINITIATIVESCustomer centricity is one of Generali Group’s mainbusiness strategies. The creation of value for customers asa precondition for the creation of value for the company isthe basis of a number of existing projects and initiativesthat aim to facilitate the sharing of expertise between Groupcompanies with a view to implementing products andservices that satisfy the spoken and unspoken needs ofcustomers.In this context, the Customer as an asset programme,launched in 2010 and constantly developed since then, aimsto guide the Group companies towards a customer-drivenapproach with a view to increasing customer loyalty andimproving satisfaction. The Group’s eight main countriesof operation participating in the programme are: Italy(through Assicurazioni Generali), Austria, France, Germany,Portugal, the Czech Republic, Spain and Switzerland. Theprogramme has four main objectives:• to create an active network of senior managers andprofessionals in each country with a view to measuringand monitoring activities related to the creation of valuefor the client and the company, identifying new initiatives,coordinating activities related to the programme’sobjectives and facilitating the exchange of informationwith regard to experiences, methodologies and resultsachieved with other team members in order to fosterthe exchange of knowledge and best practices betweenGroup companies;• to prepare a manual (updated on an annual basis)containing the latest versions of all of the levers for actionidentified within the different aspects of value creation. Theidentification of a common methodology for conductingcustomer satisfaction surveys also falls within this remit;• based on the manual, to identify actions aimed at increasingthe strategic expectations of all Group companies;• to constantly monitor performance using the most relevantperiodic measurement indicators.Innovation projectsAs mentioned in the chapter The Group, the CentralInnovation Team is responsible for facilitating collaborationand expertise sharing, providing ongoing theoretical andpractical advice and managing innovation projects bysystematically adopting a customer-centric approach.These activities form the basis of Generali InnovationInfrastructure, an approach developed at Group levelto operate with a common, shared working method thatis flexible with regard to specific local requirements andis based on existing processes, resulting in the seamlessmanagement of innovation projects.Once the ideas with the potential to generate insurancesolutions that would meet the needs of customersor specific markets in an innovative way have beenidentified, the individuals who will participate in thedesign phase are identified. Through regular meetingsand online platforms, team members from differentareas of the Group exchange information and discussthe opportunities and issues of real cases compared tothe target market. The customer is involved from theoutset of the project, initially through surveys to identifythe areas of greatest interest, then in the co-creation ofthe product or service, and finally to understand if thecustomer’s needs have been fully satisfied.Vacanze al Museo (Holydays at the Museum), SwitzerlandThe most significant innovation projects include thefollowing:• Emotions and pension planning: mistrust and lackof knowledge regarding supplementary pensionswere the starting point for the working group thatexamined customer expertise in relation to pensions,doubts regarding pension products, methods ofcommunication and payment systems. This analysisallowed Generali to highlight the barriers to listeningrelated to a topic that is perceived as complex andthe difficulties in understanding the effectivenessCLIENTS | 93