2015 highly commended: Aviva, Building Customer Relationships - Case Study

Insurance has traditionally been a low engagement sector offering a transactional experience. Often the insurer and customer only interact at purchase, renewal and claim – with no contact between these points.

In 2012 Aviva began its campaign to change this, making a business decision to build stronger relationships via a three-stage programme.

1. Understanding
   Initial customer research and a brand-tracking study showed that Aviva needed to change. In 2014, Aviva ran in-depth customer ethnographic research to create a bespoke UK segmentation model. As Aviva’s understanding of their customers has increased, they’ve created strategies, services, products and rewards to enhance customer relationships and add value.
    
2. Building
   Aviva refreshed their marketing strategy, improved their products, and developed a unique added-value loyalty programme. They launched industry-firsts, such as customer ratings and reviews, an app that tracks driving skills to deliver car insurance at an individual price, and an app giving you access to all your policies in your pocket – with the opportunity to learn about more. Aviva also re-engineered their call centre customer service to deliver a better experience – focussing on service, not sales.
    
3. Communication
   Aviva then started communicating their new products, rewards and services through TV ads, social media and more. These kept Aviva’s relationships with their customers alive, their brand top of mind, and increased customer revenues by providing tailored access to the wider Aviva product family.

To register your interest or to find out how to enter the next Excellence Awards visit our Awards site.

Login to download the full case study below:
(Please note: parts of this case study may have been redacted for confidentiality purposes.)