Annual Report 2017

Insurance sales Concentrating on the customer

The standardized advisory process, ‘R+V-BeratungsQualität’, at the cooperative insurance company R+V Versicherung provides field sales staff with a useful framework for meetings with customers that is supported by specially developed advisory software. This enables advisors to devote more attention to the customer’s individual objectives.

From insurance and investments to pensions and property, the 5,000-plus field salespeople at R+V Versicherung advise their customers on financial matters relating to nearly every aspect of life. The insurer recently implemented a standardized advisory process to further improve its customer care by ensuring all field staff follow the same standards. To this end, R+V developed its own new software, ‘Beratungsqualität’ (quality of advice), which helps employees to structure their customer meetings. The advantage is that, because the software keeps track of the meeting agenda, the advisor can fully focus on the customer’s individual needs.

R+V has introduced the advisory process across the company and intends to progressively enhance the functionality of the supporting advisory software. For example, it recently added a module for occupational pension provision. Long-term care insurance, casualty insurance, and supplementary health insurance modules are to be integrated by the end of the year. Moreover, the software is linked to the advisory concept of the Bundesverband der Deutschen Volksbanken und Raiffeisenbanken (BVR) [National Association of German Cooperative Banks] and bank advisors can transmit customer data to the R+V field sales force electronically. “This means that we are brought into the advisory process at an earlier stage and can fulfill customers’ requirements more precisely,” says Ralf Kemler, who heads up the BeratungsQualität project at R+V.

Another advantage of the software is that it incorporates practical tools such as the pensions module, which enables the advisor to calculate the net payments (after all deductions) that a customer will receive in later life. Furthermore, the customer can go through his or her aims and needs with the advisor on the screen and is therefore more involved in the discussion. This creates transparency in the advisory process and a more personal atmosphere – the ideal conditions for a customer relationship that is based on trust.