Aviva 2014 Annual Report Download - page 27

Digital distribution
Increasingly customers want to be able to
self-serve: researching, buying and modifying
policies online. Digital allows customers to
connect with us directly, giving us the
opportunity to improve customer experience,
increase interaction with them and reduce
the cost to serve them.
Predictive analytics
A key part of digital is predictive analytics,
which uses Big Data to predict risk,
behavioural, and customer purchasing
patterns.
This allows us to develop products that
better meet customer needs and to more
accurately and efciently underwrite, price,
bundle and deliver our products, leading
to a more robust business.
How we’ve progressed
In December 2014, Andrew Brem joined
Aviva as our Chief Digital Ofcer and a
member of the Group Executive.
In this new role, Andrew will drive our
Group-wide digital transformation which
will have a signicant impact on every
aspect of customer interactions:
• product innovation and development
through data analytics, customer
insights, and risk management
• direct distribution, interactive
communication and claims handling
• marketing and branding across social
media and the internet.
Digital garage
We are also structurally and physically
separating digital functions from our
businesses. We are developing our rst
Digital Garage, in an old warehouse in
Shoreditch, London, not far from Silicon
Roundabout. This puts business people
alongside IT people to spur their creativity
and give them space to develop new
propositions, working in an agile way.
We will be using a similar approach
across our other businesses.
What we plan to do next
We aim to bring to our customers the
entire breadth of our offering digitally, in
an integrated experience.
We will build on our existing digital
infrastructure and achievements, for
example MyAviva in the UK, and continue
to leverage analytics and data to provide
interfaces and apps that customers can use
to interact with us.
We are also looking to use digital to
nd new ways to engage with people
meaningfully more often. We are
harnessing the power of digital
throughout the organisation and across all
our distribution channels to improve
processes, reduce costs and improve user
experience.
Finally, we are also working on a number
of innovations in the digital space.
We want to be
at the forefront
of emerging
technologies,
combining that
with customer
insight to deliver
really innovative
digital products
and services.
—
Andrew Brem
Chief Digital Ofcer
Virtual branch ...
excellent service
What do our customers want? Simplicity and
convenience. That’s why Aviva Poland has
set up its virtual branch, a real innovation in
Polish nancial services. Customers can
hold a video conference with a professional
adviser on their investment choices,
complete their application and make their
investment online.
It’s a great option for busy people
and is proving popular with investors who
have little time to manage their nances
or who can’t get to an adviser’s ofce.
It’s a great example of our customer
thesis in action – ‘simplicity, your way’.
UK Digital
Insurer
of the Year
We put Digital First – and we know
we’re on the right lines when others
recognise what we’re doing. So we
were delighted to be awarded the title
ofthe UK’s Digital Insurance Company
ofthe Year at the Incisive Media
Awards in November for our MyAviva
website, with the citation saying we
werethe ‘stand out performer’. That’s
praise indeed – but we are even more
pleased that our customers are saying
things like “the website is simplicity
itself.Even a technophobe can use it”
and“At long last I am able to have all
of my insurance in one place and be
able to manage it myself. Happy
customer”. We want all our customers
tobe just as happy.
www.aviva.pl/
wirtualny-oddzial
Our strategy
Aviva plc Annual report and accounts 2014 |23