CASE STUDY
Helping Aviva embed its Customer Experience Principles across the business
SECTOR: Insurance / Financial Services
AUDIENCE: Employees across the business, including senior leaders and the executive team
GEOGRAPHY: UK, Ireland, Canada, and online
GROUP SIZE: Thousands of employees
FORMAT: Customised workshops, roadshow events, and online engagement sessions
PROGRAMME LENGTH: Multi-year rollout
CORE CHALLENGE
Helping employees understand and apply Aviva’s Customer Experience Principles so a consistent Aviva experience could be delivered for customers and colleagues every day
The Challenge
Aviva had declared 2023 “the year of the customer.” In the context of a company-wide brand refresh and the introduction of Customer Duty, the business wanted to strengthen customer centricity and create a clearer, more consistent understanding of what a quintessential Aviva experience should feel like.
The challenge was not simply to communicate a new set of messages. Aviva wanted employees across the organisation to understand what the Customer Experience Principles meant in practice, so they could apply them consistently in their day-to-day work. That meant helping people connect the principles to real behaviours, real decisions, and real interactions with both customers and colleagues.
What Hoopla designed and delivered
Hoopla designed and delivered a customised programme of workshops called The Customer Experience Principles Masterclass.
The work began with an initial roadshow, launched through a series of live events in London. These early sessions were designed to introduce the Customer Experience Principles in a way that felt engaging, practical and relevant to the wider brand refresh. From there, the programme expanded into a wider UK and global rollout.
We went on to deliver the masterclasses across multiple sites in the UK, Ireland and Canada, as well as online, enabling Aviva to reach people in different functions, locations and levels of seniority. Over time, the programme engaged thousands of employees and included work with the executive team.
The design of the workshops focused on application rather than presentation. Through customised exercises, facilitated discussion and storytelling, participants explored what a distinctive Aviva experience looked like in practice. We helped people move beyond simply hearing the principles and into understanding how those principles should shape everyday behaviour.
Alongside the in-person rollout, we also designed and delivered an online engagement event using storytelling to explore the Aviva brand values and Customer Experience Principles. This drew on examples from inside and outside the business to show what it looked like to live those principles in practice, helping to make the desired behaviours clearer and more memorable.
The result was a programme that could be delivered consistently across geographies and formats while still feeling tailored to Aviva’s specific business context.
The Outcomes
The programme helped Aviva turn its Customer Experience Principles into something people across the business could understand, remember and apply.
Outcomes included:
A multi-year rollout across the business, showing the work delivered value beyond a one-off launch
Delivery across the UK, Ireland and Canada, as well as online
Engagement with thousands of employees, including the executive team
A strong average participant rating of 4.5/5
A clear and substantial improvement in Aviva’s Customer Duty scores
External recognition through a Marketing Society Award for Employee Engagement and Experience
Most importantly, the work helped Aviva create a more practical and consistent understanding of what a quintessential Aviva experience should feel like for both customers and colleagues. Instead of the principles sitting only at the level of internal messaging, they became a clearer behavioural guide for everyday action across the organisation.
“Hoopla helped us bring our Customer Experience Principles to life in a way that was engaging, practical and scalable. The sessions gave colleagues a much clearer understanding of what a consistent Aviva experience should look like, and how to deliver it in everyday interactions.”
— Former Customer
Planning something similar?
If you want to turn customer principles, brand values or behavioural expectations into something people can actually understand and apply, get in touch.