Norwich Union are part of the Aviva group, one of Europe’s leading financial services providers. The general insurance arm provides a wide range of insurance products through brokers and directly, and has one of the strongest consumer brands in the market.

Norwich Union came to us to help them overhaul their customer experience research – they had a number of different measurement tools in place that had differing levels of visibility and credibility within the business.

Aviva group wanted one measure of customer satisfaction to feed into the group balanced scorecard, whilst different business areas wanted a strategic tool that they could use to prioritise customer service improvements.

Working with internal stakeholders to identify their core needs, Nunwood’s Consulting Division set up a ‘customer task force’ at Norwich Union to define the business needs and move forwards with a new programme of tracking.

The first step was using primary research (conducted by Global Insight) and analysis of the marketing database (conducted by Market Analytics) to identify the value to the business of customer advocacy, by understanding how satisfaction impacts on behaviour for instance likelihood to switch providers. NU were able to identify the areas of service that should be prioritised, and to develop a business case for allocating resources.

Once we had developed a model for ‘customer value’, we set in place a tracking programme utilising internal data and primary research to provide an on-going measure of performance. This not only feeds into the group balanced scorecard, it also provides a diagnostic tool for planning service propositions in the future.

Finally we developed a programme of communication that helped every area of the business utilise the research in a strategic way. Once a quarter we hold a ‘customer immersion day’, where members of different departments come together to review the results and identify ways to deliver truly excellent service. The results of the tracking are also made available company wide through Knowledge Systems.

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