Creating an integrated NPS strategy: Oliver White, Director, Customer & innovation, Aviva
Oliver proudly states this is his favourite mantra right now, having recently joined Aviva. The phrase is not a headline taken from “Farming weekly”. “You Don’t Fatten the Pig by Weighing it” refers to the ubiquitous cross border challenge of helping countries to go beyond the Net Promoter score and implement the Net Promoter disciplines that we know drive improvements to the Customer Experience.
So who is Aviva? – Many of you will have seen the “One Aviva” brand campaign recently in the run up to One Aviva go live on June 1st. The heritage of multiple brands going back over 200 years have come together under the One Aviva brand. Aviva’s ambition is to be the most recommend brand or choice. Clearly NPS is the deal KPI to measure progress towards achieving that ambition and not only within the Insurance industry.
Operating in 28 markets and a diverse mix of distribution channels from direct sales to 91 bankassurance partner agreements brings its own cross border NPS challenges.
The journey so far - Back in 2005 the executive team took the leap of faith to link remuneration to a single balanced scorecard approach with a consistent customer measure and employee measure. NPS, was selected as the customer measure. Countries had the freedom in how they implemented their Net Promoter programme. Consequently not everyone implemented exactly the same NPS question, scale or methodology. In 2007 Group guidelines were created to bring greater consistency and NPS targets were put in place based on absolute scores. The phrase “herding” now springs to mind. In 2008 tighter guidelines were issued and NPS targets set “relative to an industry benchmark”. To support countries adopt best practices brought some consulting expertise to produce a “NPS blueprint” and made this available online to all parts of Aviva. This “Advocacy & Growth loyalty house” is being constantly added to. To assist country practitioners bring these key building blocks to life regular Webex sessions are held to showcase an internal best practice and support broader adoption across borders. The central team also invested in a global reporting platform to support all markets view and disseminate Net Promoter results and insight.
Some countries are further along the implementation journey than others. In Asia, India is a Net Promoter best practice market now into their 3rd year of rapid progress. In Europe Poland are strong believers in the Net Promoter discipline. Acting on Voice of Customer feedback they reduced the claims process from 30 days to 10 days with instant impact to the Customer Experience. UK Healthcare – have done a marvelous job of mapping the Customer Experience journey with the key moments of truth across the customer life-cycle.
In these markets the pig is clearly getting fatter and to Gloucester Old spot proportions!
