Aviva
Customer Retention
A Grass Roots Projectlink Case Study
Aviva
Customer Retention
Aviva were looking for a supplier who could provide Solutions
management and fulfilment of voucher-based Proactive
schemes to support the retention of customers at We provided a cost effective solution which involved
the point of insurance renewal by proactive and despatching M&S vouchers directly to individual
reactive methods. recipients along with an Aviva branded Thank You wallet.
• This increased brand perception and customer
Background loyalty
Aviva are the fifth largest insurance group and the • Administration for Aviva was reduced and the cost
biggest in the UK, with 46,000 employees serving efficiencies gained by using Grass Roots Projectlink
approximately 53 million customers worldwide. reduced the internal cost
Objectives Reactive
Aviva wanted a solution which would: In order to retain customers at a time when they are
thinking of leaving, we designed and implemented a
• Retain customers proactively at the point of insurance programme of branded Supercheques.
renewal by offering Marks and Spencer vouchers when • Customers at this stage require a wider choice of
Home, Motor & Life insurance policies were renewed incentive and the extensive range of retail vouchers
• Retain customers reactively when they are at the point offered by this product meant that more customers
of leaving Aviva would remain loyal than by offering a traditional
• Maintain their commitment to keeping and building multi-store voucher
their relationship with their customers • Utilising a fully branded option, further increases
• Provide a cost effective programme with a high level of brand loyalty and reinforces Aviva’s commitment to
service and delivery to customers customer satisfaction
• Grass Roots Projectlink also designed a branded
online redemption website for the Supercheques to
be redeemed, making a quick and easy process for
Aviva customers
“
• Mechanics
The mechanics of both programmes were kept as simple
•
as possible:
•
I was pleasantly surprised • Aviva sends Grass Roots Projectlink customer data
• files for fulfilment
by the swift and pain-free • Grass Roots Projectlink then process these files
•
transition of our customer after checking for any duplications
•
retention programme to Grass • Grass Roots Projectlink also devised a system that
• cross references proactive and reactive retention
Roots Projectlink. A strong campaigns, ensuring a fully integrated customer
•
customer focus is key to journey reducing customer service queries for Aviva
•
Aviva and we have welcomed
Creative
the expertise Grass Roots The Supercheques and online redemption website
Projectlink have brought to the were designed using Aviva’s brand guidelines.
table. The account team are
great at understanding and
responding to our ongoing
challenges”
Cara Nash
Customer Retention Manager,
Aviva
Results
Since launching in April 2009, both programmes
have been working extremely well for Aviva and their
customers:
• Aviva was better able to respond to customer
needs, reduce their internal administration and
build additional cost efficiencies into their retention
programme utilising Grass Roots Projectlink’s
expertise
• The Supercheque product has been so successful
that it is being utilised in other areas of the
business: Aviva Investors for employee recognition
and Aviva Health for customer retention and
acquisition
About Us
Grass Roots Projectlink is the UK’s leading
performance improvement business. Through effective
reward and recognition we are improving the
performance and changing the behaviours of clients’
businesses, their people and business partners.
• Over 1,000 clients including 25 of the FTSE 100
• Award winning programmes for creative and
effective solutions
• Financially strong with a Triple A credit rating
• Great value leading edge products and services
• The largest range of retail, travel, leisure and
experience rewards in the UK
• Fully accredited including ISO9001:2000
Our House, 60 Waldegrave Road
Teddington, Middlesex, TW11 8LG
t: +44 (0)20 8977 9776
e: contact@grassrootsprojectlink.com
w: www.grassrootsprojectlink.com