Introduction
Crawford & Company is a global leader in claims management, employing thousands of people across the UK and internationally. With such scale comes complexity — and a growing need to develop strong, consistent leadership capability across diverse teams.
For several years, Crawford has partnered with Zing365 to deliver a tailored, face-to-face management development programme designed specifically for their business.
Now in its 10th cohort, the programme has become a cornerstone of Crawford’s leadership and succession strategy — driving confidence, capability and cultural alignment across the organisation.
“This isn’t about going through the motions. We’ve seen real change in people — in confidence, capability and progression.”
Hannah Astley
Learning & Development Specialist
Crawford & Company
The Challenge
Like many organisations, Crawford emerged from the COVID period with a clear realisation: management capability needed urgent attention.
The business needed:
- A bespoke management programme, not a generic off-the-shelf course
- Face-to-face delivery to rebuild connection and engagement post-lockdown
- A solution scalable across multiple business areas and functions
- Training that supported both aspiring and existing managers
- A partner who could adapt, collaborate and evolve with them
This wasn’t driven by compliance. It was driven by the belief that better managers build better businesses.
Why Zing365
Crawford benchmarked the market. Multiple providers were considered.
Zing365 stood out.
From the outset, the Zing team took a collaborative approach — spending time understanding Crawford’s structure, challenges and ambitions. Meeting the delivery team, including Managing Director James Read and lead trainer Stella Round, was a turning point.
“The style, the collaboration and the willingness to build something bespoke made the difference.”
Zing worked closely with Crawford to:
- Design a fully bespoke management programme, tailored to Crawford
- Ensure in-person delivery, with full-day sessions in Birmingham
- Pilot the programme with a specialist team over a six-month cohort
- Retain flexibility, including remote delivery via Teams when needed
This wasn’t a product sale. It was a partnership.
The Solution
Zing365 delivered a bespoke, instructor-led management development programme, delivered face-to-face by Stella Round, now a trusted and integral part of Crawford’s learning ecosystem.
Each cohort typically includes 12 nominated managers, carefully selected through internal recommendation. Participants range from:
- Aspiring managers
- Newly appointed managers
- Existing managers identified through succession planning
The programme brings together employees from across the business — from IT to finance to operational teams — creating a shared leadership language and a more connected culture.
Since launch:
- 81 managers have completed the programme
- Cohort 8 is currently live
- Cohort 9 is currently live
- Cohort 10 launches in March
Demand continues to grow.
The Impact
The change hasn’t been theoretical — it’s been visible, measurable and human.
Managers who initially arrived reluctant — expecting a tick-box exercise — have left:
- More confident
- More capable
- Better communicators
- Stronger leaders
Several participants have since been promoted, with leadership citing the programme as a clear contributor to readiness and performance.
From a business perspective:
- Leadership values clear progression and development outcomes
- The program reviews are consistently excellent
- The programme now supports a ‘One Crawford’ approach to leadership
This has driven a meaningful cultural shift, not just individual development.
The “This Is Working” Moment
For the Crawford team, the proof came through behaviour.
Managers who had been hesitant to attend became advocates. Engagement increased. Feedback stayed consistently positive. Nominations continued to flow.
The programme stopped feeling like “training” — and started feeling like a rite of passage for future leaders at Crawford.
If Zing365 Disappeared Tomorrow
The answer was immediate.
“The rapport. The partnership. Losing Stella would be awful.”
Replacing the programme wouldn’t just mean finding another provider. It would mean rebuilding:
- Trust
- Cultural understanding
- Bespoke content
- Delivery quality
- Ongoing support
Zing365 isn’t interchangeable — it’s embedded.
Looking Ahead
While the face-to-face management programme remains central to Crawford & Company’s approach, the next phase of the partnership is about blending what already works with greater digital flexibility.
Crawford and Zing365 are now exploring how elements of the existing programme can be enhanced through online and digital learning, giving managers access to supporting content between sessions and creating continuity beyond the classroom.
This blended approach will allow Crawford to:
- Reinforce key learning moments outside of live sessions
- Support different learning styles and time constraints
- Extend the impact of the programme without losing the value of in-person delivery
“We’re not changing what works — we’re building on it. Blending digital learning alongside the programme gives us even more flexibility and impact.”
This next phase reflects the partnership at its best: evolving the programme together, based on real needs, not trends.
The Result
Today, Crawford & Company has:
- A proven, scalable management development programme
- Stronger leadership confidence across the business
- Clear succession pathways
- Cross-functional connection and alignment
- A long-term L&D partner they trust
And with Cohort 10 confirmed and future nominations ongoing, the partnership continues to grow.
“We love working with Zing. The service is outstanding.”
Hannah Astley
Learning & Development Specialist
Crawford & Company
