Aviva has made an innovative move by drawing up a 3-year marketing strategy for its network. The company is building on the business plans of its 875 general agents to plan its training, recruitment and equipment as well as its marketing strategy. This improves its visibility and enables it to offer agents resources that are better adapted to their needs.
Aviva has made an innovative move by drawing up a three-year marketing strategy for its network. The company is building on the business plans of its 875 general agents to plan its training, recruitment and equipment as well as its marketing strategy. This improves its visibility and enables it to offer agents resources that are better adapted to their needs.
“We consider the general agents as company managers that we must support. In our opinion, three-year planning is ideal for implementing the resources intended to achieve the agents’ projects, whether in terms of business development, training, recruitment or organisation,” explains Bruno de Seguins, sales manager at Aviva Assurances.
The three-year targets for the Aviva network
Over the next three years, Aviva aims to increase the percentage of agents working in association (several agents in a single branch) from 30% to 50%. With regard to products, life insurance is a key growth area, with 120 agents wishing to boost this activity over the next three years, in addition to the 300 existing agents. Furthermore, a growing number of agents will include self-employed people (an additional 120 agents), companies (100 agents) and agricultural undertakings (100 agents) in their development plans. In the field of general insurance, Aviva will expand its offer with packs offering supplementary cover. This will enable agents to more effectively meet customers’ needs and secure customer loyalty.
Aviva is launching some attractive offers for policyholders with multiple policies, in line with the loyalty policy it has been implementing for some years. In the space of two years, the multi-policy rate has risen from 1.88 to 2.12 policies per household.
Moreover, Aviva is taking action to protect the environment by reducing the paper consumption required for exchanges between policyholders and their agents. A secure intranet customer zone will soon allow customers to manage their accounts and check their policies online. As part of Aviva’s strong commitment to sustainable development, agents now systematically ask customers for their email addresses. The network hopes to increase the proportion of electronic exchanges. Not only will this reduce paper consumption, it will also enhance the fluidity and personalisation of exchanges.
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Press contacts:
Aviva Assurances
Fanny Diéval
Telephone: +33 (0)1 7662 7967
E-mail: fanny_dieval@aviva.fr
HDL Communication for Aviva Assurances
Nicolas Faget
Telephone: +33 (0)1 5865 2017
E-mail: nfaget@hdlcom.com
Notes to editors:
About Aviva
With more than 300 years’ experience, Aviva is a global insurer of European origin: it is the leading provider of life insurance and pension products in Europe with substantial positions in other markets around the world, particularly in North America and Asia, making it the world's fifth largest insurance group based on gross worldwide premiums at 31 December 2007. Aviva's principal business activities are life insurance and long-term savings, fund management and general insurance, with total sales of €64.3 billion and €393 billion of assets under management at 31 December 2008.
With more than 180 years’ experience in France, Aviva is among the top ten players in the insurance market. Aviva France operates a balanced multi-distribution model based on a comprehensive range of products, mainly intended for individuals and SMEs. Some 900 general agents, 1,800 branch staff, 400 life insurance advisers, almost 900 wealth management advisers (Union Financière de France) and more than 1,000 active partner brokers are at the service of 3 million clients every day. Aviva has developed unique expertise in building effective partnerships for the benefit of its clients, particularly with AFER, the largest savings association in France, and the Crédit du Nord, Société Générale, Ford and Médéric groups. Specialising in unit-linked products, Aviva is recognised for the excellent performance of its long-term funds, the quality and innovation of its products, and solid commitment to its customers through its Good Advice approach.
Aviva France is a socially responsible company and has developed initiatives that include reducing and neutralising its CO2 emissions, supporting more than 250 projects to help children and the elderly through the Aviva Foundation, and implementing an acclaimed diversity policy.
The Aviva Group directly employs more than 4,700 staff in France.
At 31 December 2008, Aviva France reported consolidated sales of €6.0 billion and an IFRS-based net profit of €130 million. The company managed assets worth €69.6 billion at 31 December 2008.