Delivering long-term value to Aegon’s 29.5 million customers is central to our purpose of Helping people live their best lives and provides the foundation for our strategy.
As people live longer, our customers are under increasing pressure to save more for their own retirement. Low-interest rates make this requirement even more challenging.
As well as supporting our existing customers, we are extending our reach to underserved groups and regions with a low financial services penetration, by expanding access to our products and offering solutions that cater to specific user needs. For example, World Financial Group is uniquely positioned to serve small business owners in the US market, many of whom are first or second-generation immigrants who may require financial advice in their native language.
Strengthening engagement and trust
Across Aegon, we are focused on finding new ways to engage with our customers and build close, personal connections centered on trust.
We are measuring customer satisfaction in our core markets in terms of benchmarked Net Promoter Scores (SM) (NPS®), which are obtained by surveying customers about their experiences. We aim for scores that are in line with, or above the average of our industry peers. Aegon’s quality control process for NPS®, including the approach and methodology, is centrally ensured, while individual business units are responsible for commissioning field studies, monitoring and communicating results, as well as guiding and monitoring follow-up actions or improvement programs.
In 2022, Aegon’s businesses in its core markets saw mixed NPS outcomes. Our US business, Transamerica, performed in line with the market average, while Aegon UK and Aegon the Netherlands were below the market average.
Enhancing the Customer experience
In 2022, we took further steps to meet the changing needs of our growing customer base, with a view to improving customer satisfaction and maximizing attraction and retention. In addition to our focus on product development, we also looked at ways to further enhance the customer experience with an increased selection of (digital) engagement platforms and channels.
- In the United States, our Transamerica business operates a Premier Services Group team to provide individual case management support for the most loyal and top producing agents of the World Financial Group (WFG) distribution channel. This team enables agents to handle customer requests more directly and quickly with the help of a dedicated service employee, thereby enhancing the agent’s and the customer’s experience with Transamerica.
- Furthermore, Transamerica significantly reduced the average wait times and call transfers in its call centers by working closely with an external partner. Transamerica also added new products to the iGO e-App®, a digital application making it quicker and easier for agents to apply for life insurance.
- In the United Kingdom, we also continued to digitalize our customer-facing processes with the launch of a new dashboard to help advisers onboard new clients. The online solution allows advisers to receive and store servicing documents, submit and track applications, and provide a policy start date
For more information consult our 2022 Integrated Annual Report.