Client – Aviva

The Challenge: A Lack of Trust from Customers

Market research and analysis shows that Canadians were frustrated with their insurance companies. Committed to improving customer experience, Aviva focused on earning trust through a series of unique initiatives and offerings.
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The company had embarked on a cultural transformation to achieve “One Aviva. Twice the Value,” sustainable and profitable growth, and more customer- and broker-centric behavior. In order to deliver on that promise, Concierge Service was established in four regions across Canada to serve the needs of their brokers.

It was critical for Aviva to deliver a superior broker experience, a key factor in influencing where brokers place their business.
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One of the biggest challenges was that brokers had dealt directly with an Aviva Relationship Manager. Now, their main point of contact would be an Aviva underwriter at the contact center. This meant overcoming a common objection, “I’d like to deal with my relationship manager who knows me and knows my business.”

The Solution: Better Client Conversations to Build Relationships

Victoria Carter, VP of Contact Centers, Operations & Technology implemented changes within Concierge Service, resulting in:

• The right team members on the phones
• Providing Concierge Service for top Aviva brokers
• Better business conversations
• Very positive feedback from brokers

To build on the momentum, Aviva needed to provide underwriters and leaders with the attitude, skills and process to continue ‘raising the bar’ in a sustainable way.

DoubleDigit Sales collaborated with Carter and her team to design and deliver the Brilliant Broker Experiences program.

The key objectives of the initiative were to embed a high-value servicing culture with underwriters, develop the coaching skills of leaders, and positively impact broker satisfaction scores.

The Results: Drastically Improved Client Satisfaction Scores

Carter has been impressed with the increase in broker satisfaction scores against seven key dimensions. “While all seven questions are important,” she says, “the one I’m paying special attention to is value of interaction, which has gone from 39.72% before DoubleDigit Sales training to 73.65%. That’s significant. As we continue to implement this program across the country we must ensure that we’re seeing a strong lift in results and that the improvements are sustainable.”