Beneva, a young and thriving Canadian organisation, has firmly established itself as a leader in the insurance industry by prioritising its customers and employees. Formed from the merger of two mid-sized mutuals in 2020, the organisation has built a strong foundation rooted in equity and social justice. Over four years, it has grown, serving millions of members and achieving impressive financial success.
A Customer-Centric Philosophy
Central to Beneva’s strategic vision is a commitment to customer centricity. Rather than focusing on price or product innovation alone, the organisation has embraced a customer-obsessed mindset. This ethos has shaped every aspect of its operations, from its values and culture to its marketing and service delivery. Beneva’s ultimate ambition is to offer the best insurance experience in Canada, defined by simplicity and trust.
The Customer Experience System: Listen, Learn, Act
At the heart of Beneva Mutual’s approach is a robust customer experience system built on three pillars: listening, learning, and acting.
- Listening: Beneva actively seeks feedback through the Net Promoter Score (NPS) system and personal interactions with members. Beyond traditional surveys, the organisation conducts annual callbacks to a significant proportion of its members, including promoters and detractors. These conversations provide valuable insights, creating a feedback loop that informs actionable improvements. Senior leaders, including executives, also engage directly with members, demonstrating a genuine commitment to understanding customer needs.
- Learning: Beneva leverages advanced data analytics and artificial intelligence to interpret feedback and identify trends. By analysing thousands of customer responses, the organisation gains actionable insights, which are prioritised scientifically to address members’ concerns effectively. This approach ensures that decisions are data-driven, minimising biases and improving operational efficiency.
- Acting: The organisation is committed to transforming insights into tangible actions. Empowered teams across the company implement quick solutions based on feedback, reducing bureaucracy and expediting change. This agility was tested during a significant IT transformation, where member satisfaction initially declined due to unforeseen challenges. However, by acting decisively and using its customer experience system, Beneva restored member confidence within months, underscoring the system’s efficacy.
Employees at the Core of Success
Beneva recognises that a great customer experience begins with an excellent employee experience. Change management and effective communication are prioritised to help employees adapt to new tools and processes. By supporting its workforce, the organisation ensures that its teams are equipped to deliver exceptional service. This people-first approach extends beyond employees to members and communities, reflecting the cooperative values inherent in Beneva’s mutual model.
Commitment to Mutualism and People-First Principles
As a mutual, Beneva embodies a business model that prioritises members over short-term financial gains. Its commitment to people-first principles is evident in its purpose: to provide peace of mind and support when it matters most. By staying true to its mutual roots, the organisation continues to deliver value to its members, employees, and communities.
Beneva’s success story illustrates the power of a customer-centric approach underpinned by a strong employee experience. With its innovative systems and steadfast commitment to mutualism, the organisation is well-positioned to achieve its goal of redefining insurance excellence in Canada.
