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S4-2
The customer segmentation used by the PZU Group makes it possible to tailor products and communications to the needs of different audiences, including those particularly vulnerable to exclusion. The product design process takes into account the analysis of the characteristics, goals and expectations of target groups and the identification of so-called “antigroups” for whom the product will not be suitable. Each product is tested prior to launch and is subject to constant monitoring and regular review against customer needs, characteristics and goals, including possible sustainability goals.
Monitoring of performance against consumers is done by analyzing complaints and grievances, the results of satisfaction surveys, and indicators such as Net Promote Score (NPS) and Customer Satisfaction Score (CSAT). The NPS index is standardized and adopted globally. It allows for comparisons over time and to benchmark against competitors. Clients are asked how willing they are to recommend the brand to their family and friends. A high CSAT indicates good service quality and high customer satisfaction, while a drop in value may signal a need for improvement.
Regular reports make it possible to assess service efficiency and identify areas for improvement. Insurance and banking entities engage customers in the process of improving their offerings, using their feedback and suggestions to modify products and procedures. The changes being implemented, such as simplification of documentation and development of digital channels, are aimed at increasing the availability of services, improving the quality of service and minimizing the risks associated with underinsurance.
NPS surveys at insurance and banking entities are conducted on a monthly or quarterly basis and include both an assessment of overall impressions and individual interactions. The results are used to identify areas for improvement and implement recommendations in service processes and offerings. PZU and PZU Życie maintained their high NPS levels in 2025, while Bank Pekao and Alior Bank saw further increases in their ratios due to improvements in service and transaction security. Foreign companies such as BALTA have implemented additional measures, including full online accessibility of services in accordance with the Web Content Accessibility Guidelines (WCAG) and simplification of insurance terms and conditions.
When developing new products and services, Alior Bank seeks to protect customers’ interests from potential harm by consulting with substantive units, ensuring the highest standards of regulatory compliance.
The PZU Group engages customers through a variety of communication channels - helpline, mojePZU platform, online forms, stationary branches, and complaint processes, mediation and settlement negotiations. Customer feedback is used in the design of new products and services, allowing the Group to better tailor our offerings to their needs. Bank Pekao and Alior Bank conduct opinion research on a continuous basis, using online and offline tools, focus studies and dedicated surveys. The results of the analysis are communicated to process owners on a monthly or quarterly basis, which enables quick response to problems and building positive relationships.
The above activities are carried out by specialized units within PZU, such as: the Customer Experience Management Department, the Claims and Benefits Handling Department and the product management departments, which take care of service quality, regulatory compliance, and customer support in difficult situations. The Compliance Department, in turn, is responsible for ensuring that the activities of PZU and PZU Życie comply with applicable legal regulations, ensuring adherence to both regulatory requirements and ethical standards. In the product design process, PZU ensures that the people involved have the knowledge necessary to understand the needs of the target groups, and that the sales system makes it possible to tailor offers and assess risks. At Bank Pekao, the Compliance Department oversees controls to ensure product compliance with regulations and market standards. In contrast, at Alior Bank, the product design and evaluation process is supported by the Innovation Department, where the UX and Product Research Team conducts research with users, the Digital Accessibility Manager acts as an advocate for people with special needs and promotes inclusive design, and the Complaints Handling Team provides information on areas for improvement.
