A key area of focus is to identify customers’ needs at every interaction. This ensures customers are offered the products that best suit their requirements. An important part is to ensure customers are provided with a clear understanding of the insurance coverage available to them and which options best suit their needs. This helps customers feel comfortable with their purchase decision.

However, the customer experience does not end with the purchase of a policy. To deepen relationships with customers, agents call them a few days after their purchase to welcome them to Aviva. During this call, agents ensure customers have the right insurance coverage and answer any questions regarding their policy, their welcome package or their billing schedule. Agents also ask for customers’ feedback on their overall service experience.

The Welcome Call Programme was implemented to improve brand awareness, customer satisfaction, loyalty and retention. Feedback from the Welcome Call Programme to date shows a 95% good to excellent rating. One customer provided the following feedback on the service received from adviser Arshad Desai: “There is something different about you. Other companies seem to see me as just another person while you took the time to explain everything.”

The promise of superior service and suitable products is backed by Aviva’s investment in staff training. This is critical to ensuring agents are able to confidently advise customers. The team also monitors calls randomly and runs underwriting checks to ensure agents are meeting customer experience guidelines.