Training & Development Programs
Each year Línea Directa's training and development department defines a series of training programmes fully aligned with the needs of the business. In 2024, organizational change meant that all customer-facing staff had to increase their commercial skills and improve their knowledge of the products and services marketed.
These is the summary of the most representative Employee Development Programs for the company in 2024
| Employee Development Program 1 | Employee Development Program 2 |
| The voice of Línea Directa | Leadership development. Strategic alignment of the chain of command |
Name and description program | The Voice of Línea Directa is a strategic initiative launched in 2024 for the entire Línea Directa group, aimed at achieving excellence and consistency in telephone service. Its goal is to convey a unique personality to our customers and align the customer experience with the company’s values. The program was developed collaboratively, with the participation of the Talent, Marketing, Quality, and Business areas. Employees who regularly interact with customers and had a perfect score of 10 in their NSA surveys were directly involved. They participated in various workshops focused on sharing their best practices in telephone service. This collaboration made it possible to build a model aligned with our operational reality and focused on service excellence. In the business areas, we also had an evaluation committee made up of managers who are considered change agents, as they are benchmarks within their business lines, have a global vision, and play a key role in deploying and implementing the model. The telephone service model was created based on the slogan “The Value of Being Direct” and focuses on defining and consolidating a unique communication style that conveys a set of attributes—resolute, approachable, trustworthy, and innovative—in every customer interaction. To achieve this, conversation guides were designed, training videos featuring the character “Tipo Directo” were produced, and an innovative training plan was rolled out, consisting of:
| Línea Directa is undergoing a major transformation with the goal of becoming a leader in the sector within an increasingly dynamic and competitive business environment. In this context, developing people’s critical capabilities is essential to achieving the strategic objectives we have set. The critical capabilities for this transformation are commercial, analytical, digital, and technological. Additionally, to successfully face the challenges ahead—especially in terms of managing teams—we have identified an extra key attribute for the organization: Leadership. The year 2024 has been pivotal, as we have worked to align team leaders within the framework of a new Leadership model. These individuals are the true drivers of transformation: visionary, capable of inspiring and motivating change; collaborative, fostering innovation and creativity; flexible and adaptable, with the ability to make decisions and guide their teams through uncertain environments. Beyond these professional attributes, they stand out for their human values: they are empathetic, possess strong assertive communication skills, and are committed to the development of their team members and the creation of positive and productive work environments. To support this, we launched a Strategic Alignment Program for the management chain. The program includes several initiatives, two of which are key: events designed to strengthen people’s engagement with the company’s shared project. The first defines the annual strategy and serves as the KickOff for the year, while the second is a MidPoint event held mid-year to review the progress of key projects, encouraging the management chain’s involvement and collaborative work. The first event (KickOff) was held in January and marked the beginning of the year with a meeting where CEO Patricia Ayuela shared the company’s vision and strategic objectives for the new fiscal year. During this event, each director presented the actions and projects their area would undertake to contribute to achieving these strategic goals. This moment is crucial for creating a shared framework for understanding and collaboration, and for clearly communicating the year’s priorities across the organization. The second global management event (MidPoint) took place in July and served as a mid-year checkpoint to monitor the progress of the most important projects and reinforce focus on initiatives that require additional momentum. In addition to reviewing progress, this event also recognized key team members driving these projects and had a strong motivational component to energize and engage everyone for the second half of the year. In both events, the participation of an external thought leader was included, offering an inspiring perspective on cutting-edge topics related to our corporate performance. The participants in these events include directors (13), middle managers (69), coordinators (144), and professionals who play a key role in implementing strategic projects. Their involvement ensures that the message is delivered consistently and clearly across the organization, while also reinforcing a sense of belonging and shared responsibility. These collaborative workspaces serve an essential function for the company by contributing to transparency, good governance, and management aligned with strategic objectives. In a context of change like the current one, these meetings represent a fundamental pillar for building a future based on trust and shared commitment to the success of Línea Directa Aseguradora, driven by a new Leadership model.
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Benefits of the program for the company | The Voice of Línea Directa has generated both tangible and intangible benefits for the organization:
| Strategic alignment of the management chain brings the following benefits to the organization:
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Quantitative impact on the company (monetary of non-monetary) | The Voice of Línea Directa program has had a significant impact on several key company indicators, both qualitative and quantitative:
| With a satisfaction survey participation rate above 75% of all attendees:
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% FTE participants in the program | The program is designed to reach all employees of the company. In this first phase (2024), the model was introduced to employees with direct customer contact (front office). Training data from the first phase in 2024:
After the training, the following indicators were measured:
Looking ahead to 2025: The project will continue by implementing gamification strategies among employees to mobilize the organization, foster a strong culture, and consolidate a mindset shift. The model will be fully deployed across the organization, covering both customer-facing teams (front office) and business support areas (back office), with the goal of consolidating the model and creating a distinctive communication style. The AI project will also continue to expand, both in applying the model to calls and in developing AI agents for training purposes. Efforts to improve NSA scores will be sustained, with ongoing monitoring to analyze the direct correlation between call quality and customer satisfaction survey ratings | The percentage of FTEs (Full-Time Equivalents) participating in the program represents 10% of the total workforce of the Línea Directa Group. |
Strategic Training Needs
At Línea Directa, employee training and skills development are fundamental pillars for achieving the annual strategic objectives, which in 2024 focus on five key areas: growth, customer service, digitalization, efficiency, and innovation.
2024 was the year in which Línea Directa consolidated itself as a multi-sector company that prioritizes customer experience.
Some of the relevant training projects included:
- Preparation of business teams across different business lines (health, debt collection, motor, and home)
- Preparation for new products and marketing methods based on alliances
- Professional Development Program for potential employees: The Customer Journey and 360° Commercial Program
- AI for both the Technology and Process teams and the business and its practical application
- Telephone support project: The Voice of Línea Directa
- Regulatory and Sustainability Plan
- Self-learning model and student awards
This are the results of the main KPIs of investment in training and development in 2024.
Trained People | 2.428 |
% trained workforce | 87,9% |
Hours of training | 69.842 |
Hours of training per employee trained | 28,8 |
Hours of training per group employee | 25,3 |
Investment in training (€) | 500.521 |
Investment per employee trained (€) | 206 |
Investment per employee (€) | 181 |
The training hours and the cost per FTE trained are distributed as follows:
Type of training | % hours trained % cost per FTE |
Bussiness | 64% |
Soft skills | 18% |
Leadership | 3% |
Technology | 10% |
Compliance and Risks | 2% |
Health&Safety | 2% |
Languages | 1% |
Risk Training
Linea Directa has continued with mandatory subjects included in the Sustainability and Regulation Plan launched in 2023, which aims to strengthen core competencies. The actions carried out in 2024 are detailed below:
- Following the Assurance Map audit completed in March 2024, the need was identified for training that would provide greater and better understanding of risk assessment in business processes, as well as audit execution. A regular risk management education for all non-executive directors of the alignment of the three lines of defense, strengthening internal control and risk management processes. Launched in September 2024, a total of 84 people have been trained, which will be continue in 2025
- The new reporting regulations for listed companies (CSRD), preparing us to comply with the most advanced sustainability standards. Launched in October 2024, a total of 27 people have been trained.
- DORA (Digital Operational Resilience Act), ensuring that teams understand and apply the new European regulatory requirements on digital operational resilience in the financial sector. With this training, Linea Directa ensures the incorporation of risk criteria, specifically digital and cybersecurity risks, in the development of new products and services. Launched in December 2024, a total of 32 people have been trained.
- Occupational Risk Prevention, ensuring a safe and healthy work environment. Launched in January 2024, with a total of 646 people trained. Thats focused training throughout the organization on risk management principles
- Sustainability We have continued training across the entire organization, and a total of 306 people were trained in 2024, focused training throughout the organization on risk management principles, specifically the increasingly developed ESG risks.