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Why do people recommend insurance & investment providers?

A Global perspective
40

34%
30

29%
28%
ANCE

20

STABILITY

ION

FO RS

10

UCT P ERFO RM

ERV ICE

26

OR TH IN ES S

PROD

UTA T

31

REP

SAVINGS & INV EST ME NT S

TR

US

TW

% 30

I AB ST

Y LIT
N ME TR E

T PU

AT

ION

AIM CL

RE

PA

30%

E ANC UR INS

ICE SERV FOR ION TAT REPU

22%
Average figures across all 12 countries Jan - March 2012

R DEALS FO OMERS AL CUST LOY

We already know that 26% of people buy insurance on a recommendation of a friend, family or colleague* & 74% tell others after a positive experience.** So, what makes a person recommend their company?
Top reason / joint top reason Insurance Savings & Investments

surveyed said it would prompt them to recommend a provider of savings, investments and pensions whilst 31% said it would make them recommend an insurance provider.

Knowing that a company is stable and secure (stability) is the most likely reason why a consumer would recommend a savings, investments, pensions or an insurance provider: 34% of consumers

Reputation for service is also seen as important for recommending a provider: (28% for savings/investments and 30% for insurance). Other
important drivers of recommendation for savings and investments providers are investment returns (product performance) (29%) and trustworthiness (26%). And for insurance providers, reputation for paying claims (30%), and rewarding customer loyalty (22%) are considered the major catalysts for recommendation.

ND POL A
Y AL IT
AI SP

RUSSIA

TUR KE Y

N.
US A

AM ER

IC

N
CH

A
SI
A
IN

FR A

NC

I ND

IA

IREL

AN

SI NG A

EUROPE

PORE ALL

UK
SAVINGS & INVESTMENTS
easy to deal with well known reputation for service product performance trustworthiness stability

INSURANCE
reputation for service claim repayment reputation stability deals for loyal customers deals for loyal customers stability claim repayment reputation reputation for service easy to deal with stability trustworthiness product performance reputation for service well known

Source: Aviva Customer Attitudes to Savings Survey, *Wave 4 2011, and **Wave 1 2010

About Avivas Consumer Attitudes to Savings survey


Consumer Attitudes to Savings has been conducted every year since 2004. From 2010, the survey has taken place three times a year - in February, June and November - to assess consumer sentiment in Avivas key markets. A representative sample of 1,000 respondents is interviewed every wave in each country with the exception of China, where 2,000 adults are surveyed. The research is conducted online in all markets except Russia, Turkey, China and India, where a combination of online and faceto-face methods is used. Results have been weighted to represent an urban audience in China, India, Russia and Singapore, and weighted to represent a national audience in all other countries. The survey explores a number of key themes associated with savings and investments, and more generally with attitudes to risk, and sources of advice. Fieldwork took place between January 20th and March 10th 2012.

Savings and Investments


Which, if any, of the following would make you most likely to recommend a provider of savings, investments or pensions to your friends, family, or colleagues? And which others would prompt you to recommend a provider of savings, investments or pensions to your friends, family, or colleagues?

Insurance
Which, if any, of the following is most likely to make you recommend a home, motor or life insurance provider to your friends, family, or colleagues? And which others would prompt you to recommend a home, motor or life insurance provider to your friends, family, or colleagues?

For more information on this document, or for general information on CAS, please contact: Rob Hancock
Group Customer Insights Manager, Group Marketing e: rob.hancock@aviva.com
MAY 2012