Challenge

Aviva's leading UK insurance brand, Norwich Union, had a critical business requirement to improve their flagging customer retention rates and tasked our information design and creative teams with reviewing their existing documentation.

Insight

When renewing insurance policies, customers tended to fall into one of two categories. Firstly, there were those who chose the path of least resistance. They did nothing and simply auto-renewed – often seeking information later on to reassure them that they'd made the right decision. The second group did actively engage in the renewal process. The problem was that they were often confused by the lack of clarity of the information provided.

Solution

We realised that helping both groups of customers to understand their options as quickly and easily as possible would be a quick win. We delivered a more inspiring and persuasive renewal pack that worked much harder in delivering key information to support and reassure the customers' decisions.

Find out more

We started by looking at the information requirements from a customer's perspective and mapped their likely decision process.

This allowed us to rationalise the document structure and streamline the content.

Being sympathetic to the decision at hand allowed us to get the tone-of-voice just right.