Supporting culture change in one of the UK’s top insurance companies

How We Helped

Ageas offers a broad range of Personal and Commercial insurance solutions and provides award-winning products and services through brokers, affinity partners and direct brands. Ageas has around five million customers and works with a wide range of partners. They are also recognised for delivering consistent and high quality customer experience in their time of need. Ageas needed to redefine the way it services its customers by introducing a set of customer-focused principles across all its processes.

We worked closely with the Ageas’ Customer Experience team to create a ‘listening framework’ – a multi touchpoint, multi-channel programme of 45 surveys across 10 brands – using a combination of IVR and email surveys. These measure levels of customer satisfaction with the process and with the individual adviser. Results are available to view in the online console as soon as the survey has been completed. The advisers are given access to feedback about them and are enthusiastic about the praise they receive and the opportunity to become better at their job.

The Results

The ‘one-stop’ resolution is one of Ageas’ core principles: being able to deal with customer enquiries in one transaction. We identified how this was made difficult by systems that were in place and incorporated the ‘Voice of the Customer’ programme. This enabled team leaders to recognise advisers whose knowledge or confidence levels needed improving.

We removed variable sales bonuses and targets from front-line teams, which diverted the focus from numbers to customer well-being. The ability to replay customer comments has proved to be an excellent motivational tool and is used in one-on-one coaching sessions.

Feedback from customers led to a number of process changes:

  • We shortened the upfront IVR for incoming, making it clearer, which resulted in less customer frustration.
  • We made online journeys smoother; underwriting questions have

been changed to remove or clarify those that customers did not understand;

  • We removed scripts, giving advisers free rein to engage customers in a conversation. This resulted in happier customers and more motivated staff.

NPS for service delivery has improved by 4.5% in one year

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