Sun Life 2012 Annual Report Download - page 17
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WE’RE INTENSIFYING
OUR CUSTOMER FOCUS
AROUND THE WORLD
BACK TO CUSTOMERS. WE WANT TO ENABLE CUSTOMERS TO ACT WITH CONFIDENCE FOR A
BRIGHTER FINANCIAL FUTURE. WE’RE PROVIDING A WIDE ARRAY OF CHOICE TO CUSTOMERS SO THEY
CAN CONNECT WITH US THE WAY THEY WANT TO, AND THEN WE’RE DELIVERING A STRAIGHTFORWARD,
FRIENDLY, CUSTOMER-FOCUSED EXPERIENCE. WE’RE ALSO WORKING HARD TO ENSURE THAT EVERY
CUSTOMER EXPERIENCE IS A POSITIVE REINFORCEMENT OF OUR BRAND. WE WANT TO BE THE EASIEST
COMPANY IN EACH MARKET TO DO BUSINESS WITH. SO WE MAPPED THE VARIOUS JOURNEYS OUR
CUSTOMERS CAN TAKE WITH THE GOAL OF ELIMINATING EVERY BUMP WE CAN FIND.
In 2012 we introduced the Net Promoter Score® (NPS)1 to track our performance through our customers’ eyes.
On the face of it, NPS is a simple measure: we ask customers “How likely is it that you would recommend our
company to a friend or colleague?” and rank their responses on an 11 point scale. By tracking the measurement
continuously – and asking the equally important second question, “Why?” – we will continue to refine our con-
tinuous improvement efforts.
NPS is more than simply a measure of customer satisfaction. It’s the centerpiece of an operational process
that gives us a better understanding of our customers and drives insights that will ensure we establish and
maintain the high water mark for global customer service.
1
Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld.
Sun Life Financial Inc. Annual Report 2012 15