Maak expliciet onderscheid tussen klantbelang en klanttevredenheid

Satisfaction can coexist with poor outcomes, especially as digitalisation, data use and AI reshape distribution and servicing. For compliance teams, the message is to make customer-interest considerations explicit in product design, pricing, claims handling, communications and technology decisions, and to evidence them in board and committee papers. AFM is not introducing a new rule with a fixed deadline, but its findings signal heightened supervisory attention to how insurers identify, weigh and document customer interests.

Firms should review whether governance, MI and product oversight frameworks distinguish satisfaction from fairness and outcome quality. Practical steps include mapping customer-interest touchpoints, challenging metrics that reward satisfaction without outcome evidence, strengthening data/AI due diligence, and ensuring escalation of conflicts between commercial targets and customer outcomes. Insurers that act now can reduce conduct and reputational risk, improve trust and use customer-centricity as a competitive differentiator.