Focus on our customers
Our global brand promise is about truly recognising and responding to our customers’ needs, so that they stay longer with us, buy more and recommend us to others. We try to understand how our customers’ lives are changing and how we can shape our products and services accordingly.
- Customer attitudes
- Global issues for customers, society and financial institutions
- What are our customers telling us about Aviva
Consumer attitudes
Since 2004, we have surveyed more than 100,000 people across 25 countries on attitudes to risk, savings, retirement, financial advice and other salient topics. Although opinions vary by market, there are also common themes, including worries about financial security and aversion to high levels of risk.
Throughout 2010, consumer optimism about the general economic situation remained fragile in the majority of markets surveyed.
Global issues for customers, society and financial institutions
Understanding consumer attitudes is vital in being able to respond to some of the issues facing many societies we operate in around the world.
Populations are getting older, adding to pressure on the public purse
Governments are looking increasingly to individuals to make provision as the growing cost of providing essential services such as healthcare for an ageing population cannot be met through public spending alone. However, savings and pensions gaps indicate that many of us are not planning for our financial future.
What is Aviva doing?
Read about how we’re engaging on these issues with policymakers and funding financial education.
Environmental sustainability
Environmental sustainability is a priority for policymakers everywhere, with a growing focus on all groups in society to adopt more eco-efficient approaches and reduce CO2 emissions in order to tackle climate change.
What is Aviva doing?
Read about how we’re designing sustainable products and services to help our customers prosper in a low-carbon economy.
Poverty and deprivation do not just affect individuals
These issues undermine the capacity and wellbeing of entire communities.
What is Aviva doing?
Read about how Aviva is working with partners such as the Consortium for Street Children to provide hope and educational opportunities for street kids around the world.
What are our customers telling us about Aviva?
In the last year, we have sought feedback from our customers across all markets and through many different channels.
Net Promoter Score®
In 2009, we rolled out a globally consistent survey across all our markets, using Net Promoter Score (NPS). This is our leading group-wide measure of customer advocacy, measuring our customers‘ willingness to recommend Aviva.
The 2010 Relationship NPS showed results broadly consistent with 2009. We maintained the proportion of businesses operating in the upper quartile (relative to local competition), despite a generally improving market environment.
Across our regions:
- In North America, we have seen strong improvements in the US business
- In Asia, China and Korea have outperformed, when compared to the local market benchmark – there were also strong improvements in the Indian business
- In Europe, the majority of markets continue to outperform the local market benchmark
- The UK results are largely consistent with 2009 – the RAC maintains its market leadership position, while others remain behind the market benchmarks.
The primary focus for our markets is to analyse the results and act on our customers‘ feedback; in addition, the scores form part of our executive directors‘ annual remuneration.
You are the Big Picture
Our first global brand campaign, ‘You are the Big Picture‘, is a public expression of our commitment to our customers. The campaign, which ran across six cities around the world in 2010, makes people rather than the company the heroes of the campaign. It tells their stories from their perspective and in their own words, of how they managed in critical moments – thanks to the personal touch provided by our employees and business partners.
The campaign also recognises the importance of our community partners, and shines a light on our international Street to School programme and the work of our charity partners.
‘You are the Big Picture’ offered everyone the chance to be ‘recognised‘ by Aviva by uploading a photograph of themselves via our campaign website or Facebook, to be projected onto the side of a building in different cities around the world. For each photograph successfully uploaded, Aviva donated £1 to our international Street to School charity partner, Save the Children, to support projects helping street children in India.
More than 60,000 photographs were uploaded from 125 countries, and more than 100,000 people registered their ‘Likes‘ for the campaign across our Facebook sites. We’ve donated £170,000 to Save the Children as a result.
Experience the campaign at: www.youarethebigpicture.com
Read more about how You are the Big Picture is helping to raise funds for Street to School.
53.4 million customers in 28 countries
