02.09.2026
Customer value Listen binds customer loyalty
Listen is one of the twelve BSI Customer Values – and one of the most fundamental. This value represents the ability to understand needs, take feedback seriously and translate insights into concrete actions. Monika Freiburghaus, Managing Director Insurance Unit at BSI Software, explains why listening forms the foundation for strong customer relationships, better decisions and sustainable success.
“Monika, what is your role at BSI Software?”
For over 16 years, I have been passionately working in various roles at BSI Software. Today, I’m responsible for the strategic development and scaling of the Insurance business unit. My focus is on solutions within the BSI Customer Suite that deliver sustainable results and create real added value for our customers. I combine my technical expertise in software development with many years of project experience – always with a focus on our customers’ needs. I truly enjoy working as part of a team. I value direct communication and drive topics with great energy and a clear eye for what really matters.
“What makes the Customer Value Listen so special?”
Listening is the first step toward a good solution. It means paying close attention to words, tone of voice and body language, asking for clarification when something is unclear and understanding what is being said correctly. This builds trust – it strengthens relationships with customers and partners and helps prevent misunderstandings. At the same time, good listening improves teamwork and fosters open communication, which in turn leads to better decisions and tailored solutions.
I like to compare it to my hobby, mountain climbing. There, listening can be the lifeline of a roped party. Clear agreements on the route and an assessment of the risks are just as crucial as recognizing warning signs from nature. Just as on the mountain, so does good listening in a company ensure that everyone reaches their goal together. With the Customer Value Listen, customer feedback is turned into direct action: Insights are immediately translated into concrete steps. Listening thus becomes the connecting element between customer needs and internal processes. It creates clarity, strengthens mutual understanding and enables decisions based on the customer’s actual expectations.
“Listening is more than just taking in words – it means understanding people and their context.”
“How does Lena, the end customer, benefit?”
Our end customer Lena’s concerns are taken seriously: She feels understood, well cared for and attended to personally. Real listening – and then taking action based on those insights – strengthens trust and fosters lasting customer loyalty. At the same time, it’s an expression of appreciation. When you listen attentively, you can create special moments.
For example, if Lena mentions in a conversation with her insurance advisors that it’s her husband’s birthday on Sunday, this information can be recorded in the BSI Customer Suite and used for a personalized promotion. For her husband’s birthday, Lena could receive a free test ride on the latest super bike for two people – a surprise that perfectly matches the couple’s shared passion for biking.
“And how does the company benefit?”
Those who listen carefully, assess situations accurately and continuously learn and improve create perfect customer experiences and make customers happier.
Complaints and critical feedback are particularly valuable. After all, behind every piece of feedback is someone who took the time to share their experience. That is precisely where the opportunity lies to learn from it and improve. When a company listens attentively at all customer touchpoints – such as during in-person consultations, at the contact center, via web chat, on the customer portal, by e-mail, in Net Promoter Score surveys (NPS), on social media or during service and claims processes – it gains valuable insights for the continuous improvement of its products, services and processes.
The real challenge lies in translating these insights into concrete improvements in a short amount of time. This is exactly what the BSI Customer Suite enables – with a fast time-to-value and the ability to convert customer feedback directly into measurable added value.
"Where is the Customer Value Listen headed?"
Use cases such as the Debriefing Agent already demonstrate how technology can help people listen more effectively.
This results in concrete ideas and recommendations for follow-up actions – as the example with the test ride demonstrates.
But there’s more to Listen: AI can already analyze large volumes of customer feedback and identify themes and patterns within it. Major insurance clients use the BSI Customer Suite to analyze free-text feedback from NPS surveys, using the insights to implement concrete improvements to customer engagement, services and processes. Sentiment analysis complements the NPS by revealing the “why” behind the score. While the NPS initially only indicates how likely a recommendation is, sentiment analysis examines which mood or attitude is conveyed in the text – positive, neutral or negative. If sentiment turns negative, a churn prevention process is automatically triggered. For example, a customer might receive a gift or be invited to a personal meeting. At the same time, AI-powered tools summarize negative text passages in a neutral way so that employees can focus on the core issue.
AI provides support where information can be processed, connections identified and processes made more efficient. And humans remain at the center of things where empathy, trust and decision-making are required. That is exactly what we mean by “human in the Loop.” AI does not initially replace humans when it comes to listening; rather, it helps them listen more consciously and make better use of what they hear. It’s similar to how a navigation system doesn’t drive the car itself, but helps you find the best route. In the coming years, these capabilities will become significantly more powerful.
"Which BSI Elements do you recommend to BSI customers?"
Listening also takes place in written form. It means reading messages carefully, grasping the context and understanding the actual issue. To best meet the customer’s needs, I recommend the following BSI Elements:
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