QBE has promoted EGM Marketing Bettina Pidcock to the new Chief Customer Officer role, under organisational changes designed to make the insurer more customer-focused.

She retains responsibility for marketing, communications and digital.

CEO Pat Regan says Ms Pidcock had already done a “fantastic job” in putting the focus on customers and using data to drive decisions.

QBE’s customer experience team will report to Ms Pidcock.