Aviva 2013 Annual Report Download - page 23

Aviva plc
Annual report and accounts 2013
21
Strategic report Governance IFRS Financial statements Other information
Customer
Simplicity, your way
We start with what our customers really need
and deliver it more simply than anyone else.
Key statistics
in 2013
31.4m
Customers
£27.5bn
Paid out in claims and
benets during 2013
£8.3bn
Economic capital
surplus providing
security for our
customers1
1 The economic capital surplus represents an estimated position. The capital requirement is based on Aviva’s own internal assessment and capital management policies. The term ‘economic capital’ does not
imply capital as required by regulators or other third parties.
Historically the relationship between customers
and insurance companies has sometimes lacked
trust, with the challenge being levelled that insurers
don’t understand or care about customers’ lives or
needs. Products and communications are viewed
as overly complicated, with customers seeing little
tangible difference between the products and
service available from different companies.
Our role is to ensure that customers feel
condent in their purchase decisions and secure
that the product they have chosen meets their
needs. This means making sure our products,
service and communications are simple and
transparent, and enable customers to feel in
control of their nancial future.
Customers want to feel in control of their
purchases and to feel condent that what they
buy meets their needs. This means we must
demonstrate we understand them as individuals,
and deliver products and solutions that are
personalised to them.
Additionally customers, quite rightly, want to
interact with their insurer in the most convenient
way. We need to ensure that our purchase and
claims processes and the products themselves are
as transparent and straightforward as possible.
The customer thesis represents our ambition
to meet these customer needs better than our
competitors, so that we become the insurer
of choice.
Relationship Net Promoter Score® (2013) (%)
in upper quartile
at or above
market average
below market
average
31%
15%
54%
Our Relationship Net Promoter Score® measures
the likelihood of a customer recommending us.
It gives us a single, simple measure of customer
experience which can drive improvements in
customer loyalty.
Simplicity
To create simplicity for our
customers, we strive to:
§Remain nancially strong so that we are
there to deliver on our promises to
customers. This is our rst priority
§Be obsessive about understanding the
real needs of our customers and helping
them to make the best decisions
§Be bold in creating solutions that take
away customers’ fears and problems
§Always do the right thing for the
customer
§Ensure our products always do ‘what they
say on the tin’ – customers will get exactly
what they expect
§Simplify every aspect of our relationship
with the customer – contracts, processes,
products and communications
§Be a ‘one-stop-shop’ – single
conversations, logins and telephone
numbers across all the products we offer
§Enable customers to choose how they
want to deal with us
§Reward customer loyalty.
Implementing the
customer thesis
The customer thesis has been rolled out to
all 27,700 of our employees to inspire our
people to really focus on what will make the
biggest difference for customers.
There won’t be any ‘big bang’ changes –
this is an evolution rather than a revolution.
In 2014, we will start to see a change
in propositions, loyalty and online
customer experience.
For details on our
Relationship Net
Promoter Score in 2013,
turn to page 29