According to Newton Queiroz, currently CEO of Europ Assistance Brazil, and with experience leading companies around Latin America, a good leader needs to listen more than they talk – the best way to learn, for real, is to listen actively, and from there a leader can start making their map of the organization, how it should be , how to take it there, and most important – show to people that what they say counts a lot. This is the ideology that Newton has adopted to culminate into a steadfast leader.
He advises that one needs to allow mistakes but be attentive – mistakes are part of the game, and to dimmish someone, because it is not correct, especially since many new ideas must pass through a cycle of trial and error. “However, you must be attentive to not allow the same mistakes again and again, since this not only cost a lot for the image of the company, but also for the professional that you are working with.” Another important quality that Newton believes creates leaders are leading by example. “I have many stories where I served coffee, drove my car to deliver proposals personally (as there was no one to do it) and others, which for many would-be not considered the best use of CEO time, but they forget that when you do this, you send a message. It is important for the company, it needs to get done, and here there is no place for hierarchy.”
Under Newton's leadership, the companies he leads (currently Europ Assitance Brazil) offers innovative and efficient solutions to provide the best service recognizing the needs and urgencies of the client. He has taken the companies to new heights by focusing on simplifying the products and emphasizing having products that can be serviced via omnichannel to tackle the different generations they have currently. “When we touch on creativity in the insurance industry (complete value chain), a strong focus on technology is crucial as the industry still has a lot to move forward in such area.”
For Newton setting a product structure is, focused on the analysis of the current products and needs, is the first step. This is to guarantee the quality of the product, the profitability of the product, and the improvement of the product.
Right after, he puts together a multidisciplinary team to focus on innovation for products, where during the process, creativity is during all the phases and design starts when the analysis of a product is already well discussed, and the company is sure it makes sense for the market the company focus on. In this process, design and creativity are crucial. Still, creativity is focused a lot on technology and coverage due to the way insurance works. In contrast, design focuses on making the product simple and easy to use on different channels.
“Overall, I always focus on making sure companies have motivated people at the right area, this is the first step towards a successful plan in any organization. Once this is performed, then I move on implementing the correct KPI´s in place, as well as the incentives for the areas to push all together in the different fronts that the company needs – union and collaboration are fundamental as well,” explains Newton. “With these ingredients, the engine starts to move automatically, and you can then focus on the strategic side and start to adjust as per course of the macro view.”
To thwart the competition, Newton says the number one strategy is having the right employees in the right jobs and making sure they have a positive environment. This will make everyone feel part of something bigger than just a job and defend the company stronger and faster.
“Adding to that – client experience, where the basics are fundamental (answering the phone or e-mail), to really make the end client fell he is indeed special / Always exploring new fronts, specially via futurism methods that helps to understand the effects of present actions in the near future / Always keep in mind that you need to do better.”
Newton’s focus as a professional is to develop the culture of protection (via assistance/insurance) further in Latin America to support better the society he and his teams lives in. “Hence, there will be projects link to that in any company I work, and the benefits are exactly linked to a better protection safety net in society.”
Posted in CLF | 10 Most Inspiring CEOs of 2022, Newton Queiroz, CEO of Europ Assistance Profile