Enhancing Professional Development through Deep Customer Understanding
The Australian and New Zealand Institute of Insurance and Finance (ANZIIF)
The Work
The ANZIIF Customer Listening Project was commissioned to gain a deeper understanding of both members and non-members of the Australian and New Zealand Institute of Insurance and Finance (ANZIIF).
It was a comprehensive project investigating ANZIIF’s overall value proposition, as well as creating customer profiles for ANZIIF to reference when developing and delivering the training programs insurance professionals need to not only practice in the profession, but to progress their careers.
The project examined the views and perspectives of industry employers as well as individual professionals employed in the industry. It also looked at ANZIIF competitor offerings in insurance education and training to understand the strengths and weaknesses both in competitor offerings and ANZIIF’s programs.
Survey Matters was chosen to conduct the project, based on our years-long experience working with ANZIIF on their member engagement and corporate supporter research programs.
Our Approach
We collaborated closely with ANZIIF to develop a multi-phase approach that aligned with the research objectives. The first phase focused on understanding the professional development and membership needs of insurance industry employers. We conducted individual depth interviews (IDIs) with a cross-section of the industry, including brokers, general and life insurers, loss adjusters, and underwriters. Following this, a quantitative online survey was conducted to validate and confirm the findings from the IDIs.
The next phase involved a quantitative online survey with ANZIIF members and other insurance professionals. This survey included demographic and psychographic questions to develop detailed needs-based customer profiles focused on understanding the learning needs of insurance professionals throughout their careers. Focus groups with insurance professionals were then conducted to further develop the findings from the quantitative work and provide depth and richness to the customer profile development.
Outcome
The results identified four distinct customer profiles among insurance professionals, each with unique motivations for continuing professional education. It provided an understanding of the factors influencing the decision-making journey for each customer segment, as well as the barriers to deeper engagement within each group.
The project also provided ANZIIF with a comprehensive understanding of the training and education needs of various industry employers and how and why they engage with external providers of industry education and training.
These insights allow ANZIIF to tailor its programs more effectively, ensuring they meet the specific needs of their diverse member base, enhancing the overall value proposition. The project underscores the importance of understanding customer needs in developing targeted and effective professional development solutions.
“ANZIIF has enjoyed a true partnership with Survey Matters on multiple projects since 2018.
During that time we have derived immense value from not only the outputs of the survey results but also in the relationship with Survey Matters crew. The survey results have contributed to our strategy development, membership value and corporate supporter value – giving us guidance on validating what’s great and highlighting opportunities for not only ANZIIF but the insurance industry broadly. Of particular note have been the presentations of the results to our Corporate Supporters and at our Strategy day with our Board and Chairs of Councils – these presentations have been widely acknowledged as having been exceptional and have resulted in excellent outcomes, decisions and mutual reputational benefit.”
— “Rebecca Slingo- General Manager Learning, ANZIIF