Ahmea International is the largest health insurer in Europe and the 5^th largest insurance group in Europe overall, with operating companies and leading brands in the Netherlands, Greece, Turkey, Slovakia, Canada, and Australia. Previously, Madelon worked as a consultant in communication, marketing, and corporate social responsibility. In 2017 Achmea International committed to a research project to understand ‘the value of listening’ for their operating companies and to implement an ‘architecture of listening’ as part of its customer-centric focus and track its results using rigorous evaluation.