Time flies when you’re having fun! Incredibly, it’s already 7 years since I entered the Generali Palace on Piazza Cordusio in Milan. I recall everyone being excited to meet Generali’s first Group CMO. The question on everyone’s lips was “when will we launch the advertising campaign?” I realize I disappointed many when I suggested we first needed to build a customer-centric organization (culturally & operationally), listen & act on client feedback, design seamless omnichannel experiences, and simplify our processes & documents. I know they were thinking: “This cannot be marketing! We just need a campaign!”
How far we have come in these 7 years! From a complete greenfield to the Lifetime Partner transformation as we know it today. Generali is a very different company than in 2014. The TNPS customer “listening & acting” movement, live in 62 BUs, reduced detractors by 38% and increased promoters by 30%! Our clients can access Generali seamlessly via the Mobile & Web Hub. 60% of our documents are now in language 95% of customers understand! 81% of our Agents have a website, 50% are present on social and 32% are active. The Global Agent Excellence Contest event celebrates our best agents’ perseverance and digital transformation. And Generali’s first-ever global brand campaign aired Reditude in 21 countries.
Starting movements and driving transformation isn’t always easy. However, YOU made the hard work worthwhile, exciting, and fun. In the past 30 years, I have worked for 6 large international financial services groups. But what I enjoy most at Generali are the PEOPLE. Getting to know you in your local contexts. Thank you for showing me your countries, culture, food, art, etc. Your generosity recharged my batteries to keep going the next day.
Applause to all the CEOs who made the customer transformation possible. Thank you for understanding this was beyond a marketing exercise and that all functions had an important role to play. Your leadership in aligning your teams was pivotal to the change.
Hats off to the Sales & Marketing Community for driving the Customer & Distributor implementations in each of your markets. You have acquired an impressive depth of knowledge and experience. Onwards & upwards! Let’s hope one day we can all come together again and make some noise at our Huddle.
Bravo to all the Communities of Practice who championed the change to help anchor it in the business. You are a powerful army of volunteer change agents.
And standing ovation to my team. I’m grateful to the many superstar managers who steered us forward. Cheers to Gabor Dani, Michele Poretti, Mariella Neiderkofler, Roberto Abbondio, Moshe Tamir, Robert Amelung, Damien Collet & Emanuela Mantini, Fabrizio Borghetto, and their amazing teams. Your relentless determination, dedication and hard work were the X-factor.
While 7 years is just a small slice of time in Generali’s 190-year history, it may be the most action-packed. Together, we ALL repositioned Generali for the 21st century. Thank you for the impressive teamwork, resilience, and determination!
Our Lifetime Partner transformation requires a few more years of attention so that our 67M clients and 165K distributors experience the Lion we promote in our ad: the one with heart, soul, and pulse. We continue to push forward, combining simplicity & innovation with empathy & care. Bit by bit, we are rewriting the story of an industry!
Once again, thank you for all these wonderful memories! It’s impossible to showcase 7 years of fun in only 9 photos (!), but please know I cherish our amazing moments together!