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Our businesses take pride in surveying customers to help improve service and we continually ask: “are we giving customers what they want?” In China, a record-breaking survey asked 15,000 people for feedback on 24 insurers. Aviva came second overall, with high marks for before- and after-sales service, and was in the top three for agency sales, clear policies and product functionality.
If we find customers are not happy, what are we doing about it? At Norwich Union's new listening forums, executive directors and other employees sit in with customers who have had a negative experience with the company. Customers can see that senior managers take them seriously and sessions are recorded so that other employees can see our genuine commitment to customers.
To get a more immediate picture of customer service, we gave RAC breakdown patrols hand-held devices to get customer feedback on the spot. December's 108,000 returns were a record, with an overall satisfaction rating of 91% and over 70% of customers rating us as outstanding.
Satisfied customers at the RAC
In Canada we updated our online claims customer satisfaction page, making it easier to use and adding customer testimonials. We also launched a simple online survey to help us to measure how the claims experience affects customers' willingness to recommend Aviva. To help make sure that claims teams do actually give customers a positive experience, we are delivering a programme of customer care presentations and asking front line employees what we can do to enhance the customer experience. So we were pleased to see that by Q3 last year, overall claims customer satisfaction was 94.5% against a target of 92%.
In India last year, Aviva drove its 2005 “Know Your Customer” initiative even further by arranging for 125 people from head office to visit 150 customers. By meeting customers face to face, our people could see how their actions affected the overall experience for customers and thereby suggest practical ways of improving it.
Open Minds, Aviva Australia's customer advocacy survey, resulted in a 4.1 (out of a maximum of 5) rating by investors. More than 2 out of 3 customers were “very satisfied” and 90% were “somewhat to very satisfied” with the quality of service from their financial advisor regarding Navigator, our online fund administration system. Around one third of Aviva customers and over 50% of Navigator customers consider themselves “very satisfied” with a range of statements about the information provided. In comparing the Aviva results with other results achieved by the financial industry, it is apparent that the Aviva/Navigator satisfaction score of 82% is comparable with three market leaders, with 90% being the outstanding score.
