Read how Tryg Insurance connects ReD’s analysis, CRM, and customer dialogue

From 250 different advisory methods to best practice, shared style, and training culture

STARTING POINT

• Tryg Business is already the preferred insurer for businesses
• Best financial results and highest customer/employee satisfaction
• Business leadership raises the bar with a new strategy and higher sales targets
• Analysis (193 pages) by ReD uncovers latent customer needs and an open position

CHALLENGE

• Double-digit million investments in a new IT system (ROI required)
• Large potential for additional sales (SoW) (+100M DKK)
• Winning Aspiration (WA) interpreted in approximately 250 different ways
• Customers request proactive advice, business understanding, simply add/drop options, and better timing
• Requires conversation structure and skills (transitions, questioning techniques)
• Four different IT systems being merged into one (~CRM)

Proces

• Gap analysis (Deep Dive, interviews, call monitoring, observations, etc.)
• Co-labs developing training kits for 6 sales channels
• Reporting to business leadership and each sales director/channel
• Train-the-trainer for 20 sales directors/partner managers/sales managers
• Steering group with CM team (input for e-learning, KPIs, roadmap)
• Design of new sales process for upper/lower segment
• Video recordings with testimonials from management to business leadership

RESULT

• Gap analysis reveals 3 barriers for anchoring and lasting training impact
• Best practice in risk advisory behavior described for 6 sales channels
• Sales tool/kit for 20 trainers across in/outbound, partner, SME, and LA
• Consistency between sales potential, positioning, customer needs, and behavior

TIPPING POINTS

• Strategic alignment at all management levels
• Business leadership’s courage to follow gap analysis recommendations
• Consistency in advisory behavior and feedback culture
• Strong project management by the program director and Change team