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Digging into the Customer Experience: Annuities
Corporate Insight’s Annuity Monitor keeps clients on top of developments in the annuity business. Our value-added annuities research digs deeply to identify and assess specific aspects not only of the customer experience, but also the ways in which leading insurers market their annuity products to independent financial advisors.
We are happy to introduce the newest Annuity Monitor firm, AVIVA. With over 950,000 U.S. customers, 314 years of experience and an expanding annuity business, AVIVA is a perfect fit for our coverage group. In this report, we offer comprehensive reviews of the firm’s public, private and advisor websites.
This report reviews the website offerings of our newest Annuity Monitor firm, AVIVA. Our assessment of the firm’s online presence focused on three key areas:
The public website in particular makes good use of multimedia resources in the form of client testimonials that serve as annuity education resources. Unfortunately, specific product information is limited to downloadable product guides and brochures. Access to the advisor site is offered directly on the homepage, but private site access is much less straightforward (clients must visit a separate URL to locate it).
The private site is the strongest of AVIVA’s websites, as it offers a sufficient amount of key account information to clients. The navigation is straightforward, as the site offers both a main and left-side navigation menu that provide access to account information, self-servicing options, product information and company contact information. A Live Chat tool is offered on the private site that serves as a valuable resource for clients to quickly and easily have questions answered.
Unfortunately, AVIVA’s advisor website is not as strong as the firm’s other websites. The advisor site features a disorganized navigation structure and layout issues hurt the effectiveness of the site. The site lacks content overall, and does not provide a centralized location for marketing materials or sales literature. One illustration tool and a few annuity calculators represent the lone tool offerings for AVIVA advisors. The advisor site does however offer a series of brainshark presentations, but does not provide a strong array of advisor resources overall.
The following are a list of additional findings we found to be particularly noteworthy: