Beyond Insurance: Redesigning Insurance Around Human Moments Qorus-NTT DATA Innovation in Insurance Awards 2026

Insurance often enters people’s lives during vulnerable moments—complaints, health events, or critical financial decisions. These moments shape how customers remember and trust their insurance providers.

At QNB Sigorta, we recognized that these moments should not be treated merely as operational processes but as opportunities to build trust, loyalty, and meaningful human connection.

This insight led to the creation of Beyond Insurance: The Human Experience Program, a human-centered CX model designed to transform transactional insurance interactions into moments of empathy, care, and long-term relationship building.

With Beyond Insurance, QNB Sigorta is redesigning insurance around the human moments that matter most.

While many customer experience initiatives in the insurance sector focus primarily on digital tools or service efficiency, Beyond Insurance takes a different approach by integrating customer listening, life-moment engagement, service recovery, employee empowerment, and CX culture into a single human-centered experience model.

The program aims to:

• Deeply understand customers and their evolving insurance expectations,

• Strengthen customer trust and emotional loyalty,

• Support customers during both positive and vulnerable life moments,

• Empower employees and sales teams to build authentic relationships,

• Embed CX as a shared organizational culture,

• Deliver measurable improvements in retention, renewal, referrals, and advocacy

The Beyond Insurance Model operates through five interconnected initiatives that transform key customer moments into opportunities to strengthen trust and long-term relationships.

A Day with the Customer

Senior leadership—including the CMO and CFO—together with CX leaders, group managers, and sales representatives visit customers in their workplaces. These visits enable authentic conversations about customers’ daily lives, their experiences with products and services, mobile application usage, and expectations about the future of insurance. Insights gathered during these visits feed directly into a Customer Knowing Loop, ensuring that customer feedback translates into operational improvements while also increasing the visibility and recognition of the sales representatives involved.

Magic Moments:  Touching Lives

Sales representatives are encouraged to truly know their customers as individuals. Sales teams receive a discretionary budget to recognize meaningful life moments such as marriage, becoming a parent, family milestones, or personal interests. Each gesture includes a handwritten message from the sales representative, creating authentic emotional connection while encouraging a behavioral shift toward relationship-based selling. In one example, a customer who received a personalized book later purchased an additional insurance policy.

Closing the Loop

Customer complaints are managed through a structured recovery process. After resolving the issue, customers receive a proactive call explaining the resolution and asking whether there is anything else QNB Sigorta can do to improve their experience. This conversation is followed by a thoughtful recovery gesture inspired by the cultural belief that “a cup of coffee is remembered for forty years,” transforming complaint resolution into a trust-rebuilding moment.

Get Well Soon

QNB Sigorta also supports customers during vulnerable health moments. Customers who undergo inpatient treatment receive a supportive phone call expressing that the company stands beside them during recovery, followed by a personalized gesture—a premium blanket for adults or a Squishmallow plush toy for children.

CX Pulse

Finally, CX Pulse—QNB Sigorta’s internal CX bulletin—acts as the cultural engine of the program. By sharing customer insights, CX initiatives, and employee success stories from across the organization, CX Pulse helps embed customer experience thinking and strengthens CX ownership across the company.

Together, these initiatives create a holistic human-centered insurance experience model that deepens customer understanding, strengthens emotional loyalty, empowers employees, and reinforces QNB Sigorta’s commitment to meaningful customer relationships.

The Beyond Insurance model has already demonstrated measurable impact. Early results indicate improvements in customer retention, renewal behavior, customer advocacy, and overall customer sentiment. Notably, the Closing-the-Loop recovery approach alone delivered a 37.5% improvement in customer retention, demonstrating the business impact of human-centered service recovery.