industryFinancial Services

British-based multinational insurance company

with over 30,000 employees across 18 markets

AVIVA ENGAGES STAFF AROUND THE WORLD TO UNCOVER

BILLIONS OF POUNDS OF BENEFITS & IMPROVE THE CUSTOMER EXPERIENCE

1

CASE STUDY

ideas have been submitted to this year’s challenge so far

CHALLENGEsCustomers are constantly evolving and raising their

expectations of products, services and experiences. As

a top international insurance provider, Aviva realised that

maintaining competitive edge was, and continues to be,

of utmost importance. As such, the organisation built an

innovation programme around the premise of improving

the customer experience.

The Customer Cup is an annual tournament spanning 18

markets around the world. All Aviva employees are invited

to participate in developing ideas. Prior to partnering

with Wazoku, it was run using various admin heavy

methods, relying massively on email. Because of this it

took four dedicated staff to manage, and idea

contributions were dominated by the UK. Aviva knew it

needed to run The Customer Cup more efficiently and

better engage other markets. For these reasons it looked

to a web-based solution that could automate much of

the processes involved in running a successful innovation

programme.

The solution

Aviva decided to transfer The Customer Cup to

Wazoku’s collaborative innovation platform, Idea

Spotlight. Because of the software’s flexibility, it was

easily adapted to the complex processes behind the

tournament. As Richard Wilkinson, Innovation Manager

at Aviva explains, “Idea Spotlight is a product that can

be taken from the shelf, adapted to the company’s

look and feel and it’s virtually ready to go from day

one. The integration programme was dead easy and

it’s also been a good learning experience.”

The advantages of using the online platform were

immediately apparent, Idea Spotlight and the Wazoku

customer success team automated much of the

innovation process and turned the tournament into a

much more inclusive activity.

Aviva Customer Cup motto

Key objectives•

• •

Generate innovative ideas to improve customer services throughout the organisation, by putting the customer at the forefront of what they doRun an e�cient, scalable, repeatable & measureable global innovation programmeEngage employees around the world in innovation

engaged over

employees across 18 di�erent markets

billions of pounds of benefits in just three years

2

CASE STUDY

Previously employees managing the programme had to

filter through emails to find ideas which had been

submitted, manually review, group and shortlist them

appropriately before sending to the relevant department

within the business. With Idea Spotlight and consultation

from Wazoku’s Customer Success team, the entire

process is automated according to Aviva’s management

structure and information requirements.

Unlike the previous Customer Cup platform, Idea Spotlight

is built specifically to allow participants to see, contribute

to, and vote on ideas submitted by their colleagues. As

Jan Gooding, Aviva’s group brand director explains, “This

time they will be able to inspire each other and join forces

with people who have similar ideas, rather than each

team working in the dark. This collaborative element was

something untried before in The Customer Cup but has

both proved popular amongst employees, has helped

raise awareness and improve ideas.”

It also allows non-English speaking employees to join

and collaborate in the tournament in their native language.

This was of utmost importance in creating a sense of real

community between colleagues from around the world,

increasing engagement from non-English speaking

regions and the overall number of ideas submitted.

Aviva devised a strong internal multi-channel marketing

campaign to drive engagement, including a dedicated

website (www.avivacustomercup.com), roadshows and

posters. This was designed to speak to all ages and

technical abilities, with the assistance of Wazoku’s

Customer Success team, who provided training and

materials on best practices.

Aviva Customer Cup homepage ▲

We’ve engaged over 30,000 employees

across 18 different markets around the

world in developing ideas to improve our

customer’s experience. In just three years

we’ve managed to realise billions of pounds

of benefits. It’s good for us, good for our

people and ultimately, good for our

customers.

Richard Wilkinson, Innovation Manager at Aviva

The resultsSince implementing Wazoku’s Idea Spotlight, Aviva has

seen overall levels of engagement rise. The tournament

now has 3,000 on-going participants, double the number

of previous years. International engagement has also

improved significantly. The number of participants and

ideas submitted has also increased dramatically. To date,

680 ideas have been submitted on the platform,

representing a 40% increase on the previous tournament.

By running The Customer Cup through a formal innovation

platform, Aviva has been able to dramatically reduce the

resources needed to run the tournament. It is now

managed by one person, which has been invaluable at

a time when the organisation is having to delegate

resources wisely.

Aviva will be announcing the winners from its first Idea

Spotlight-led tournament in the next few months and is

confident the outcome will generate measureable benefits

and return on investment for the business.

AVIVA ENGAGES STAFF AROUND THE WORLD TO UNCOVER

BILLIONS OF POUNDS OF BENEFITS & IMPROVE THE CUSTOMER EXPERIENCE