Creating commercially productive customer relationships in a sector defined by disinterest & distrust

Oliver White

The rebranding of Aviva, a global insurer, is the subject of this MAP 2010 presentation from Oliver White, the firm's customer and innovation director.
The move was first undertaken to improve brand consideration levels and business efficiencies - such as through cutting marketing budgets. It has hit targets ahead of schedule. Along with the rebranding, Aviva's customer service systems have also been overhauled through use of net promoter scores and techniques such as "journey mapping"....

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