Ep. 224: Conny Kalcher | Stackable Strategies: Adapting an Iconic Toymaker’s Customer-Centricity to Zurich Insurance

From reshaping the playful culture of a global toy company to cracking the customer-centricity code at Zurich Insurance, how did Conny Kalcher manage the leap?

Conny Kalcher, now the group chief customer officer at Zurich Insurance, has a rich history of pioneering customer-centric transformations. Conny introduced a swath of fresh perspectives and approaches to the more traditional environment of Zurich Insurance. She did this not long after retiring from a rewarding career at LEGO, where she helped a customer-centric transformation. Her influence transcends the boundaries of any one company, partly a result of her active participation in Bain's NPS Loyalty Forum, where she has made large contributions to the ongoing Net Promoter System movement. For context to today’s discussion, you might want to listen to her conversation with Rob Markey in episode 55, Brick by Brick.

In this episode, Rob and Conny delve into her remarkable journey from the playful and imaginative domain of toys to the structured and staid sphere of the insurance business. Conny's customer engagement methodology breaks industry molds. She draws parallels and contrasts between her long career in an organization selling toys made of stackable bricks and her new role in a complex global behemoth selling insurance policies and managing financial and operational risk. Conny’s anecdotes reveal that most of the principles behind understanding and catering to customer needs are universal, regardless of the specific type of customer or product. As Conny reminisces about her time in the toy industry, she sheds light on how the lessons learned there acted as a catalyst for nurturing a customer-first culture at Zurich Insurance. It illustrates how a keen understanding of customer sentiments can be a game-changer in any industry.

Topics covered:

1. Transition from the LEGO Group to Zurich Insurance [02:20]
2. Customer-centric transformation [04:00]
3. Corporate strategy and vision [06:50]
4. Metric implementation (NPS) [07:07]
5. Decentralized vs. centralized organizational structures [11:00]
6. Earning customer loyalty [24:30]

Quotable quotes:

1. "Anybody who needs to change something I would definitely advise to also think about, 'How can we do processes, structures, ways of working to make people naturally change,' because people want to do the right thing, basically." [01:45]
2. "We've defined our strategy for this strategic cycle to become the preferred insurer of our customers. So, it's all about earning the loyalty of those customers." [27:15]
3. "My proudest moment in the Zurich [Insurance] journey is when I go to the local offices and I talk to the people there and I see the fire in their eyes, and I see the new brand on the walls, and they talk in a new kind of language that they didn’t use to talk in." [32:37]

Additional resources:

1. Zurich Insurance’s long-term strategy and near-term targets
2. Episode 55 of Customer Confidential Podcast: Brick by Brick: Rebuilding the LEGO Group by Rediscovering Customer Centricity
3. Net Promoter System overview
4. Insurance industry reports by Bain & Company

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Bios:

• Conny Kalcher, group chief customer officer at Zurich Insurance
• Rob Markey