Insurers face stronger pressure to separate customer satisfaction from customer interest in policy and daily decisions. Fast service, easy digital sales and short complaint handling may still leave customers with unsuitable cover or unclear terms. Supervisors are reviewing sales, claims, AI, culture and internal controls.
Why this matters
A satisfaction score may show that a screen was clear or a call was answered quickly. It does not establish whether the cover suited the customer, the price was clear, or an exclusion was understood. In 2025, 170 insurers reported about 121,000 complaints. The total fell 3.2%, while non-life complaints rose 5.1% and legal-expenses complaints rose 24.8%. Management needs files linking service data to cancellations, repeat calls, claim disputes, duplicate cover and staff overrides.
Example
A customer adds insurance while buying a phone online. The offer stands out, acceptance takes one click and payment is easy. The customer gives the journey a high score. Later, the customer finds overlapping cover or a hard-to-find exclusion. The sale was smooth, but key information was missing. The insurer should be able to reconstruct the file: what the customer saw, which rule set the offer, whether declining was easy, and whether staff could intervene.
XTROVERSO tips
- Trace one customer file. Choose one sale, renewal or claim. Follow the data, decision, explanation, staff review and outcome. Record the gaps you find.
- Add outcome measures. Put cancellations, repeat contact, disputes, duplicate cover and overrides beside satisfaction scores. Speed alone is a thin measure.
- Test the digital choice. Check that costs, duration, exclusions and overlap appear before acceptance. Make the refusal route clear and easy to use.
- Give staff an escalation route. Claims and service staff often spot repeat problems first. Name an owner, set an escalation route and record the decision.
- Check AI and suppliers. Make sure automated outcomes can be explained and reviewed. Obtain usable records from software, data, call-center and claims suppliers.
Need a practical review of your customer journey, controls or supplier records? Talk with our team
The data, sourcing, and analysis behind this article were conducted by Paolo Maria Pavan. AI was not used to identify sources, build the factual basis, or produce the analytical judgment contained here. AI was used only as a drafting aid. The final English text was personally reviewed, edited, and approved by Paolo Maria Pavan before publication.
References
- Maak expliciet onderscheid tussen klantbelang en klanttevredenheid
- Autoriteit Financiële Markten - Governance beyond commercial incentives
- Autoriteit Financiële Markten - Complaints data versus actual customer outcomes
- Autoriteit Financiële Markten - Digital choice environments and embedded insurance
- Autoriteit Financiële Markten - AI, personalisation and explainable customer outcomes
- Ondernemersplein - AI transparency obligations
- Autoriteit Financiële Markten - Customer attention and financial capability
