How Dutch health insurer VGZ is aiming for friction-free online CX

For Dutch health insurer VGZ, it is vital that customers get the right experience on their online channels and feel emotionally involved with VGZ. They aim for a “friction-free journey,” and together with WUA, they’ve optimized their sales and service online customer journeys in the past years.


"Each half-year, WUA delivers an overview of the best practices in the market. Based on WUA’s reports, we get a good feeling of where we stand compared to our competitors. This gives me a good base to have a dialogue with my commercial team and my IT team to see what our ambition should be, what we want to improve, and where to focus on."

Art Beuting Tribe Lead Insurance Journeys at VGZ

"We believe it’s essential to have every task surprisingly easy and also human-centric. And we saw that this was not the case on one of our main tasks: to add an insured person. We used the WUA insights to make a better version of this task, and we saw an increase from 68 to 75 points in the digital Service Score, which we are very proud of."

Jeroen Görtzen Chapter Lead Digital at VGZ

About VGZ

VGZ is one of the largest non-profit health insurers in the Netherlands. VGZ is part of Coöperatie VGZ. This cooperative provides health insurance for various brands, including VGZ. In total, the cooperative insures more than 4 million customers.