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How zeb supports a major German insurance company in approaching its customers about sustainability. An interview with Gregor Morin, Senior Manager at zeb.
Gregor Morin: Yes, that has been the case since 2022, thanks to sustainability-related amendments to the information requirements and conduct of business rules in the EU Insurance Distribution Directive IDD. That’s why an insurer has commissioned us to prepare its sales and brokerage staff for these new compliance requirements. It was clear to us that the employees could benefit the most from our training if they did not perceive it as a mere obligatory appointment. We have therefore chosen a very practice-oriented approach that covers the regulatory aspects, but also highlights the sales opportunities. After all, if you are obliged to discuss sustainability with your insurance customers, why not use it as an opportunity to offer additional products and services?
Gregor Morin: If a company goes about it the right way, yes. It is of no use to simply meet the new rules. The entire sales staff need to understand what sustainability is really about and impart that understanding to the customers. Our training initially covered the topic of sustainability on a rather abstract level, but soon focused on the importance of sustainability for insurance companies as a whole and their sales staff’s everyday work in particular. The last part of the training was very, very practice-oriented: we simulated customer meetings to illustrate how the IDD amendment is affecting the day-to-day advisory process – including aspects such as the information that needs to be obtained.
Gregor Morin: After all, that is what sets zeb apart. We can do strategy consulting, but we can also implement strategies in a very practice-oriented way. In this case, we helped the client translate the sometimes very abstract regulatory requirements into practical guidelines for sales. This was the only way to ensure that both the sales employees and their customers really understood what the IDD is all about. To complement the training, we developed a software application in collaboration with the client that provides all sales employees with a guide for customer meetings and prompts them to enter the relevant data.
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