Experience debt: How Aviva is rethinking the digital customer experience

Aviva, the British insurance multinational, is adapting its thinking around customer experience questions and adopting terminology and processes that have helped to show the boardroom the importance of CX.

Why should it be that large corporates, with all their advantages of resources in terms of people, time and money, so often produce “tangibly less pleasing experiences” than much smaller outfits? Ramzi Yakob has spent a couple of years thinking about

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