How customer-oriented communication works in the insurance industry

So funktioniert kundenorientierte Kommunikation in der Versicherungswirtschaft
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Total time 50 minutes

The core of this e⁠-⁠training is the model of the five axioms of the communication theorist Paul Watzlawick. Along the five axioms, participants learn to understand the importance of non-verbal communication, to know the content and relationship level of communication, to understand communication as a sequence of cause and effect, to take into account the analogue and digital level of communication as well as the difference between symmetrical and complementary communication in conversation. On this basis, valuable tips emerge on how to resolve conflicts and optimise client communication.


Target group

  • Intermediaries and advisors who are active in the sale of insurance products and employees who assist in brokering or advising on insurance products.

  • Managers in the distribution of insurance products

Learning objectives

  • Understanding complex communicative processes

  • Conduct structured, goal-oriented and active discussions with insurance clients.

  • Avoid or at least reduce misunderstandings in client counselling and support by understanding Watzlawick's five axioms

  • Communicate consciously and purposefully with insurance customers

  • Be able to communicate in a connective and customer-oriented way and reduce friction caused by speaking and listening in a misleading way


Working in a team
Working within a network

Authoring tool



Animated illustrative videos
Enacted scenes
Transfer tasks
Key messages
Knowledge Check
Interactive elements
Moderated video lectures
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