According to KPMG, Union has the best customer satisfaction in the financial sector

By Mgr. Beáta Dupaľová Ksenzsighová | Union zdravotná poisťovňa

Union Insurance Company has the best customer experience and the most satisfied clients among Slovak insurance companies, according to a KPMG study. In addition, a representative survey by an independent auditor identified Union as the Most Improved Company of the Year among Slovak companies, as it jumped from 74th to 11th overall. It overtook all its competition in the financial sector, including all the banks, health and commercial insurance companies.

The central theme of the fourth year of the KPMG customer experience survey was the coronavirus pandemic. The search for the best brands in Slovakia was therefore different from previous years - the corona crisis brought several new trends to the customer experience. The survey found that if companies want to succeed in the new reality, they should pay much more attention to safety, support local producers, behave in a socially responsible manner and adopt new technologies.

According to KPMG, the success of Union Insurance is mainly due to the extension of benefits, its targeted redesign and the development of services for clients, satisfaction with its online service and the mobile application. Compared to its competitors, it differs thanks to a significant increase in the perceived value for the customer - value for money, which is related to clearly communicated benefits, which are subsequently used by a large number of customers. “Our clients appreciate that we always treat them fairly and transparently and that they can obtain their benefits easily and quickly. They also value our integrity highly. In other words, they perceive very positively that when Union promises something, it delivers,” said Michal Špaňár, CEO of Union. According to him, the success of the insurance company is the result of many years of hard work to get as close as possible to the customer. The whole company was involved in this process and it was a key priority.

“In recent years, for example, we have completely redesigned correspondence and revised communication as regards contacts with clients. We simplified all our processes, rewriting more than 400 letters, forms, e-mails and SMS to make them more easy to read and more visually attractive. In addition, we have automated a number of small processes, simplified the method of liquidation of claims and we also responded to new lifestyles created by the pandemic in our insurance products – as regards travel and motor vehicles,” explained M. Špaňár.

Recently, Union has invested extensively in improving customer journeys in the digital space and in all communications. They listened to clients who were asking the insurance company to talk to them more and be a bigger part of their lives. “Until a few years ago, we didn’t pay much attention to social networks, today we have a team of people who deal with this area. We use this form of communication to share advice and interesting facts. We even produce our own podcast - Healthy Talk,” said Marek Mikle, Marketing Director at Union Insurance Company, which is the only insurance company in Slovakia that offers both health and commercial insurance.

More than 2,500 respondents in a representative sample taken across Slovakia shared their experiences of 118 brands in 9 sectors for KPMG.