Legal & General is training its life protection staff in customer empathy and engagement following a partnership with learning specialist Hemsley Fraser.
A learning module has been created to help staff further develop the way they interact with both external and internal customers.
The programme is being rolled out first to the contact centre and back office teams who support Legal & General's life protection business.
Joanne Hardy, L&D Manager for Legal & General's insurance customer service division said. "Customers are often emotionally-charged when they contact an insurance company and it can be extremely frustrating for them if the person they're talking to responds robotically and doesn't understand or empathise with how they're feeling.
"We've always tried to see things from the customer's perspective. This programme builds on that and highlights why it's so important to create an emotional connection with every customer. It reinforces how our staff can apply the right mind-set and develop the behavioural skills that will make a difference."
Three half-day modules in the Customer Experience Matters programme cover aspects such as building rapport; matching the ‘energy' of the customer; listening and questioning; understanding and acknowledging what matters most to the customer; managing the conversation; handling objections; flexing your style and staying ‘present'.
The programmes will be rolled out next to the ‘underwriting and claims' and home insurance teams in the Insurance Customer Service division.
Hardy added: "Making a cultural change to provide a world-class customer experience doesn't happen overnight. But stories are already being shared on improved interactions with customers and we can see that the right responses, reactions and results are being achieved. In the competitive world of financial services, this programme will help us to differentiate ourselves and enhance customer loyalty and retention."