What are the key elements when it comes to delivering good service standards?
Many companies talk about high service standards, but the key is to ensure these are actually delivered. This can only be achieved by fully understanding the customer experience, to gain insight into what’s working — and where improvements are needed.
For us, good service revolves around four principles: accessibility, inclusivity, responsiveness and proactivity. For a number of years, Aviva has been investing in its people, systems and propositions to ensure the service delivered meets these core aims.
These principles apply across our broad workplace pensions customer base — from members and advisers to corporate clients and trustees.
Why are these core principles important?
Accessibility means having systems that allow customers and clients to contact us how and when they want — whether that’s a customer app, adviser portal, live chatbot or telephone.
This links with inclusivity: some customers may need different channels but should still receive the same high standards. Aviva has a long-standing commitment to supporting vulnerable customers and all frontline staff are trained to spot signs of vulnerability and offer appropriate support. Tools like ‘SignLive’ for British Sign Language and our DALS translation service, with live support in 450 languages, help facilitate this.
We live in an age of immediacy. People expect the same responsive service from their pension provider as they do from a bank, mobile phone operator or streaming service. That’s why we aim to resolve a high proportion of queries or issues at first contact — for advisers and corporate clients as well as members.
Reacting promptly and efficiently to customers is vital, but we have gone one step further, prioritising a more proactive approach. Whether its hyper-personalised nudges based on member behaviour and proactive engagement with advisers we want to utilise Aviva’s knowledge and expertise to help drive better outcomes for members and deliver timely and relevant support services for advisers, scheme sponsors and trustees.
How do you review service standards?
We’ve modernised traditional pension administration to meet today’s customer expectations. When reviewing performance we now measure end-to-end times — from first contact to request completion — as we believe this is a more accurate reflection of customer experience, rather than tracking individual service level agreements.
How is technology improving service standards for advisers?
Technology is vital to delivering an efficient, effective service. ‘Time is money’ is especially true in the consultancy sector, where inefficient systems only serve to increase advisers’ costs. That’s why we’ve developed a collaborative adviser support model — minimising friction, improving transparency and aligning with advisers’ business objectives.
At the heart of this are tailored services delivered through platforms like Connect. This gives advisers access to a range of resources, including technical FAQs, a self-serve portal for managing client interactions, and communication toolkits that support member engagement and add value for employer clients. This flexible approach works for firms supporting both large corporates and smaller schemes with just a few members.
Our client relationship team also plays a key role. Staff take time to understand each client’s needs, ensuring pension schemes have appropriate governance and communication tools. Dedicated team members work closely with advisers — in a tripartite model — to ensure all parties collaborate and improve member outcomes.
Does investing in people deliver better service standards?
Technology is crucial for delivering efficient systems, but this needs to be underpinned by informed, knowledgeable and empathetic individuals. Aviva has made significant investments in training and development across its customer service and relationship roles. Tools like ‘Clever Nelly’ — a daily micro-learning platform using gamified quizzes — help staff keep their knowledge sharp, up to date and relevant. We want to attract the top talent across the industry, and by supporting clear career paths we can help staff members flourish to support our client base.
