Starting with the individual customer experience, PZU builds trust and tailors its services to real needs [Case Study].

The prudent always insured. This old saying is still relevant. Prudence is a trait that  is important not only in insurance, but also in everyday life and work. It is always worthwhile to anticipate changes and respond flexibly to the needs of different situations.  Starting from the individual Customer Experience, PZU builds trust and adapts its products and services to the real needs of the customer. Using online surveys, the company asks its customers for their opinion while they are still being served, thus changing their experience here and now. 

When designing changes in service, creating new products and services, it is the customer and his needs that should be the starting point. Customer surveys allow you to act in accordance with customer expectations. They make it possible to provide products and services of the highest quality. – says Tomasz Zaborowski, Customer Processes Coordinator, Customer Relationship Management Office, PZU


The PZU Group is the largest financial institution in Poland and all of Central and Eastern Europe. The company is headed by PZU SA, whose traditions date back to 1803. The PZU Group provides services to 22 million customers in Poland, the Baltics and Ukraine. According to surveys (spontaneous brand awareness), PZU is the most recognizable insurance brand in Poland.

The need to listen to the customer more often came from inside the organization 

Those who manage the customer service process and actually serve customers need quick feedback on the quality of their work. Surveys after the service process is completed are important and useful, but not always sufficient. They do not provide a chance to correct mistakes while still serving a given customer. As a result, it is difficult to change a negative impression into a positive one. That’s why PZU tries to make research go in the direction of surveys conducted while the service is still in progress. This way it is possible to react immediately and “save” the customer experience.

This allows us to look at customer satisfaction individually. His situation for a PZU employee becomes a separate case, not another line in Excel or part of a statistic. 

Gathering customer experience – what does research look like at PZU?

PZU is also expanding its business in the health area and is now one of the leaders in private medical care in Poland. PZU Health’s online surveys are used, among other things, to assess patient service after a medical appointment. The survey is sent by e-mail, and the questions concern the evaluation of particular points of contact between the patient and the company (e.g. the reception desk, the doctor, the nurse). 

The points of contact can also be virtual – the myPZU service. That’s where the research will soon appear. 

We are committed to collecting comprehensive patient feedback on the entire service process, from contact through the helpline to a visit to a PZU Health facility. All this is because we realize that even a minor mistake or oversight can have a huge impact on building a positive experience for our patients,” says Anna Janiczek CEO of PZU Health.

Surveys are implemented not only by e-mail. PZU customers receive a link to the survey via SMS, and the collection of information itself takes place in the online sphere – using Webankieta. 


There are times when something goes wrong during a patient visit. This is when the usefulness of online surveys becomes fully apparent. In them, the patient can express his opinion about his negative experience, be listened to and, above all – feel that the information will be passed on to the right people and the mistake itself corrected.

This was the case of Ms. Elizabeth from Plock, who wrote in a questionnaire that she had been waiting for several days to be contacted about a medical appointment. After sending the questionnaire, the matter was forwarded to the appropriate department and  the same day the patient was served. Ultimately, she was very satisfied with the service. 

And this is the effect we care about. The customer feels that his opinion is important to us. And not only in the context of the work on the customer service process itself, but in relation to this one particular person and his problem. – Anna Janiczek adds.


In another example, Mr. Piotr from Cracow raised his concerns about the telemedicine service and pointed out problems with getting a referral for a test. In response, he got quick help and finalized his case. Finally, he wrote to PZU: “Bravo once again bravo. Wonderful service. Keep this level up I will be with you for the rest of my life!!!!!”    

Such reactions reaffirm to us that this approach makes deep sense and produces the desired results.

“Research helps us to have the customer in front of our eyes all the time” Building a customer-centric culture at PZU

By changing its approach to surveys, i.e., emphasizing online surveys sent during service rather than just after the process, PZU is changing not only the customer experience, but the employee experience as well. 

Delivering messages in real time keeps the customer constantly with us. The employee is able to interact with the customer more often, which has a huge impact on how he or she approaches the handling of a case. Frequent, regular surveys help employees to really see the customer in each case, and not just another matter to be handled.

Why Webankieta?

We use Webankieta because it’s a tool that allows us to act immediately – on the one hand, we can immediately send a survey to a client, and on the other hand, quickly report the results to the people or departments responsible for a given area. – explains Tomasz Zaborowski.

The results of the surveys are reported to audiences at various levels in the organization. Prompt reporting of feedback, especially negative feedback, provides an opportunity to respond to the problem immediately. 

Investing in various types of tools to improve the Customer Experience provides an excellent opportunity to stand out from the competition and to shape the brand image among customers. A properly understood customer whose needs are perceived by the organization will remain in good relations with it for a long time. The financial expenditures made on developing CX tools in this situation are not a cost, but a gain for both parties – the company and the customer.

Urszula Kamburov-Niepewna
Ula eng