Structured feedback that matters: Zurich speaks at the Swiss Broker Panel

What happens to the results of the broker panel

Specifically, what happens to the results of the Swiss Broker Panel once they are available? And how do you ensure that they actually lead to concrete actions?

The Broker Panel is of particular importance to us. It is an integral part of our strategy and helps us develop targeted measures to ensure a successful partnership. Responsibility for evaluating and implementing these measures lies with the Brokers division, supported by the Customer Insights & Performance Management team. The process is clear: once the results are received, they are systematically analyzed, prepared, and presented to the management of Zurich Switzerland.

Each department will then assess how well their current initiatives align with the survey results—and where additional adjustments are needed. The identified areas for action will be documented, tracked, and reviewed on a regular basis.

The results of the Broker Panel are highly relevant to Zurich Switzerland. They serve as a binding reference in discussions—not only in Broker Sales, but across all relevant departments. This ensures that our brokers’ concerns are heard and that we implement tailored solutions.

So does the whole company know about the brokerage firm's study?

Yes, the study is well known throughout the company. Its significance is evident from the fact that even our CEO has cited specific figures from the broker survey in conversations. This underscores how important the results are for Zurich Switzerland.

Feedback from the Swiss Broker Panel

Kathrin Neumüller: Can you give a specific example of a measure that was implemented as a result of the Swiss Broker Panel?

Tiziana Manfioletti: One specific example involves contact persons. While brokers knew who their account manager was, it was often difficult to identify the right people to contact, particularly in underwriting or claims. Based on this feedback, a cross-departmental project was implemented. Today, the contact persons are clearly listed in the broker portal. What appears simple from the outside required close coordination among several departments internally. The result is significantly simplified and more transparent collaboration.

Insurance remains a people business

Kathrin Neumüller: Were there any other findings from the broker survey?

Tiziana Manfioletti: The insights from the broker panel can be categorized on two levels. On the one hand, at the process level: Our workflows must be efficient, understandable, and as digital as possible. This feedback is directly incorporated into the further development of our process landscape. On the other hand, it’s about attitude and collaboration—how solution-oriented are our actions, how proactively do we communicate, and do we seek a viable solution in each individual case? While these cultural aspects are harder to measure, they are central to the quality of our collaboration. Our goal is to deliver consistently high-quality service across all functions.

Kathrin Neumüller: So would you say that the brokerage business in Switzerland is, at the end of the day, a people business?

Tiziana Manfioletti: Yes, the brokerage business in Switzerland is definitely a people business. Efficient processes are the foundation, but relationships remain crucial. Brokers should be able to operate quickly and easily—so they have time for their clients, and we have time for the brokers and their clients. This partnership forms the basis of our collaboration.

Dealing with Criticism and a Culture of Feedback

 Critical feedback can be uncomfortable. How does Zurich handle potentially negative results from the broker market survey?

We place great importance on fostering a culture of open feedback. The goal is not to assign blame, but to understand the causes and underlying factors. Based on this understanding, we work together to develop solutions.

So you practice this not only with customers, but also internally?

Absolutely—we put this into practice both when it comes to customer feedback and internal feedback. We view mistakes as opportunities to learn—and this applies equally to our complaint management process. Critical feedback, in particular, provides valuable insights for continuous improvement.

Why it's worth participating in the broker panel

If you could share a final message with the brokers, what would it be? Why do you think it’s worth taking the time to provide feedback?

The Broker Panel serves as the voice of brokers and has a real impact at Zurich. Your feedback is not only collected but also systematically analyzed, discussed, and translated into concrete improvements. Every piece of feedback helps us to further develop our collaboration in a targeted manner—making it more efficient, collaborative, and sustainable. We understand that time is limited in a broker’s day-to-day work. That is why we appreciate this commitment all the more, as it ultimately benefits everyone involved.

Multiclient Surveys in the Insurance Market: Why Data Is So Important

Why are such industry surveys particularly valuable in the insurance market?

The main advantage of the survey is that it is based on facts. Other forms of feedback often stem from individual personal impressions. The industry survey provides a broader, more systematic, and more objective perspective.

What topics does the survey cover?

The Broker Panel Switzerland covers all lines of business and examines various factors that are important to brokers today. This provides a comprehensive picture of the insurance market.

What about topics like digitalization?

Yes, digitalization has been a key focus in recent years. When we see, for example, that our broker portal ranks number one, it confirms that we’re on the right track.