Video:
Aviva – Creating a Golden Customer Record
How does a £17bn business, with over 13.5 million UK customers, achieve a single customer view?
How did UK life and pensions giant, AVIVA achieve a single, accurate view of their customers? How did they approach scoping and defining the problem? What was the role of the CDO and who were the real drivers of change?
In this interview, Aviva’s Master Customer Data Lead and Chief Data Office Product Owner, PersonID and LBI Data Use, Peter Wilton, chats with Steve Arnison about their transformational golden record project and how LexisNexis® Risk Solutions is supporting them on their journey.
- What were the business challenges that led to Aviva creating a single view of their customers in the UK?
- What were the key obstacles, and how were they overcome?
- Where are Aviva on their journey now, and what does the future look like?
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“The ability of the product to link meant that we were getting 97-98% match rates of customers to a LexID... I set a high target, based upon our previous experience, and we beat that target.”
Gone but not forgotten:
Working with Royal London to re-engage its gone aways
“We are re-engaging with a higher percentage of our customers while reducing mailing costs and also reducing the risk of data protection breaches”