Our Group vision is to create a world where insurance is personal, inclusive and a force for good. Our purpose is to help people carry on with their lives, giving them peace of mind now and in the future.

Being able to anticipate and adapt quickly is at the heart of our strategy. We've always known that customers' behaviour's were changing and our strategy was built with this in mind. The combination of our technology transformation and our business transformation has enabled us to continue to meet the changing needs of our customers as we can adapt more quickly and continue to innovate in this market. 

Customer Experience Pillars

Customer experience is at the heart of everything we do, and it is the central element that connects all our people regardless of role. This year we sent out over 1.5 million requests for customer feedback about their experiences with our brands. As a result we developed our Customer Experience Pillars which provide a framework for the high-quality products and services we design and deliver for our customers. Using this customer framework, we hope to live our purpose of helping people carry on with their lives, giving them peace of mind now and in the future.

Taking action on pricing

While many customers shop around for insurance, we recognise that more needs to be done to promote competition in the market, particularly for longstanding customers. Prices should not keep rising for no reason. We want our customers to value the protection, service and security our products offer giving them reason to want to come back to us every year.

The FCA Market Study on General insurance pricing practices Interim Report has proposed a number of remedies. Since establishing our own pricing review process in 2014 we have taken action to ensure we continue to earn our customers’ trust: 

  • We have named Executives in place responsible for Group pricing
  • We’ve reviewed the premiums of customers who have been with us for five years or more resulting in inflation only, frozen or discounted prices.
  • Our technology upgrade will provide greater transparency for customers.
  • While auto-renewal is an important customer safeguard we believe that people should be able to opt-out easily
  • All our products are regularly reviewed to ensure that we continue to deliver value to all customers.

Serving our customers

We are proud of our culture where we always aim to do the right thing by our customers. We realise that sometimes customers need a little extra support because of their specific circumstances relating to their claim or in many cases because of personal issues.

Our bereavement team have undertaken specialist training to help customers during difficult circumstances. Those who have suffered a bereavement have all their queries dealt with in one place, while being supported through the process by our consultants who are experienced with the sensitive nature of these conversations. 

Our consultants are also trained to identify potential vulnerability during a conversation when the initial notification of loss is reported and have the option to refer vulnerable customers to Health Assured. This will enable those customers who are currently struggling to receive the necessary support, through trained counsellors and a network of support organisations.

Covid Response

In the first weeks after lockdown we prioritised existing customers, particularly as we moved our frontline operation out of our contact centres and because our travel business was providing assistance for customers abroad and supporting customer claims due to holiday cancellations.

Across every category and every part of the business we’ve implemented measures which offer additional value to all of our customers, paying particular attention to offer support to:

  • customers with urgent claims
  • vulnerable customers
  • NHS workers  

We have offered customers greater flexibility during the last few months, recognising that individual customer circumstances may have changed, particularly for customers in financial difficulty who may have lost their jobs or seen reduced hours.

As a result of offering payment deferrals and mileage refunds for motor customers, waiving cancellation fees and reducing cover we have supported over 300,000 customers.

Our Travel team have supported over 10,000 customers with refunds, including those who have seen their travel plans cancelled or curtailed due to Covid-19 and repatriated 800 customers stranded abroad. We trebled the size of the travel claims department to help customers with their queries.

Customer satisfaction

Net promoter scores measure the willingness of customers to recommend our products and services. Driven by our customer pillars, our NPS scores are leading for any industry and have improved year-on-year. These scores drive real commercial benefits by helping us to attract and retain more customers, contributing to the one million new direct own brand policies we have added in the past five years

Find out more about our brands and products click here