Aviva corporate social responsibility report 2008

Customers

Notes
Man and woman walking along a river bank in the rain under an Aviva umbrella

Australia

Objectives Progress against objectives
Introduce the Net Promoter Score to measure customer advocacy The ‘Net Promoter Score’ methodology was implemented to measure the number of customers who would recommend Aviva.

The methodology was rolled-out across:
  • key adviser touch points
  • key customer touch points.

The results were embedded into employee KPIs which will remain effective for 2008.
Identify customer needs and implement new initiatives to deliver improved products and services to customers We identified key touch points for our customers and initiated surveys for:
  • life insurance – when a new policy is issued
  • investments – when a redemption or rollover occurs.
Continue to monitor adviser responses Aviva was awarded first place in the prestigious 2007 Taylor Life Insurance Survey.

An electronic survey capability was developed and designed in house to effectively and efficiently communicate with our advisers.

China

Objectives Progress against objectives

Promote customer satisfaction and credit, as well as dig deeper into the potential customer value

 We coordinated a Customer Satisfaction Survey launched by Gallup and received a score of 3.89 out of 5. We successfully carried out a number of promotional and training activities, including a summer training camp and a customer exchange scheme for purchasing certain products or introducing others to our products. In addition, we established a pilot CARE club project in Sichuan and recruited 28,000 customers to the club.

We held a series of events and customer-focused initiatives to celebrate the fifth anniversary of Aviva-Cofco, including hosting a lottery and establishing VIP customer care telephone calls.

India

Objectives Progress against objectives
Implement initiatives focusing on:
  • customer satisfaction
  • increasing customer reach
  • launching new and innovative products that are transparent to customers
  • upgrading technology to ensure quick turnaround time (TAT) for customer queries
 We increased our number of branches from 113 (2006) to 192 (2007). We also increased our Bancassurance (BA) partnerships from 29 (2005) to 37 (2007), creating a presence at a total of 1,651 locations in India through our BA partnerships.

Five new products were launched including Little Master, SaveGuard Junior, Dhan Vriddhi, LifeSaver Plus and Grameen Suraksha.

In 2007, we invested in a variety of IT projects such as a customer interaction system, policy administration system and sales productivity systems, to improve our customer service.
Continue to promote the best interests of our customers by providing services such as our ‘Financial Health Check’ to identify which products meet customers’ needs The sales team is trained to perform a customer needs assessment and then recommend products that suit those needs. The company has also introduced formal training and developed a certification on unit-linked products for the sales team.
Provide essential services and increase our customer base in rural areas The current customer base in rural areas has grown to 1.1 million this year from 600,000 in 2006.

Sri Lanka (Eagle Insurance)

Objectives Progress against objectives
Build long-term relationships with customers Customers were invited to attend seminars we held. We also finalised the project plan for the implementation of a composite insurance call centre that will cater to all customer needs.
Sell products responsibly All sales professionals are trained on products and selling procedures and to take an oath to maintain strict ethical conduct. Voluntary in-company certification of technical competency is encouraged.
Measure customer satisfaction to identify gaps in service standards and emerging customer needs We conducted a Net Promoter Score survey for the first time. We have also put in place a structured survey to measure various attributes of key touch points and identify emerging customer expectations and delivery gaps.
Develop the professionalism of the sales force We trained sales agents on the newly introduced unit-linked products and restricted sales of these products to trained licensed insurance sales agents. Eagle’s sales force qualified for the Million Dollar Round Table (MDRT) and other awards recognising high ethical standards.

Highlights

  • Aviva India launched new measures to tackle financial crime

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