Slide deck by Johanneke Behrend about Aegon's Customer Journey used during CustomerGauge's annual Net Promoter® User Summit.

1. Johanneke Behrend
Customer Experience Management
7-8 October, Amsterdam
Our Customer Journey of t-NPS

2. 2
History /
goal
Engaging
managers
Near
future
Facts &
figures
Our journey of t-NPS
Work in
progress
Implementing
Engaging the
organisation
Getting
started
Highlights
of the year

3. 3
Detractor
You need to know how you perform 24/7
2
NPS “Employee couldn’t give me a clear
explanation about my pension”
Promoter
9
NPS “Very friendly en pleasant contact,
was striking!”
History /
goal

4. 4
You need to know how you perform 24/7 History /
goal

5. 5
Bringing NPS into daily work
NPS
How to bring the Net Promotor Philosophy into everyone’s daily
work in an integrated way, using everyone’s knowledge
Score
Conscious
incompetence
‘On top of our work’
is just a score
System
Conscious
competence
‘Closing the loop’
‘Continuous improvement
together with customers’
Spirit
Unconscious
competence
‘Intrinsically motivated’
‘Customer driven culture
& Leadership’
NL

6. 6
You need to know how you perform 24/7 History /
goal
3 generations
of family
‘Haverkamp’

7. 7
You need to know how you perform 24/7
Summary WHY Transactional – NPS is important
► Extra service
► Learn from customer perspective
► Results show what customer feels is important
► Result shows what behaviour we should maintain or change in order to
make customers loyal and stay
► After the online survey we call the customer to get more information
about his feedback / tips
► You can make the difference in the eyes of the customer by contacting
him
History /
goal

8. 8
Implementing
Pensions Life /
Mortgage
Non-Life Bank Aegon
services
Customer service
consumers
Pension Teams
Financial Services /
Debtor control
Acceptance
Mortgage
Quote desk life
Acceptance and
changes
Service Desk-
Intermediair
Service Desk
Mortgages
SDV
STAS - Intermediair
STAD – end
customer
Acceptable Object
Auto private
Report damage
WVTP- intermediair
Report damage
WVTP end customer
Damage earnings
collective
Expertise fire
Fire business
Expiration
Bereavementdesk
Complaints
Customer Contact
Center
Implementing

9. 9
§ Started with roadshow – what are we going
to do, how does it work, what is needed?
§ Started with 20 processes; 20 individual kick-
offs; sessions with managers, process owners,
black belts and super users
§ Survey set-up, discussing the set up with the
teams, testing survey
§ Now 50 departments connected with training
and in every team a contact person/super user
Implementing Implementing
ü
ü
ü
ü

10. 10
Implementing Implementing
Kick-offs
per process
Survey set up
Data file
delivery
Real-time
online portal
§ Total of 50
distributed
over Business
Lines
§ Pre-population of data
means less questions
needed and more
detailed analysis in
portal
§ Requires standardisation-
discussed during kick-offs
Aegon to
Customer Gauge
ü ü

11. 11
NPS awards
Engaging the organisation
Enthusiastic employees
Engaging the
organisation

12. 12
Getting started
contact
Closed Loop
candidate list
Customer
Survey
(e-mail)
Courtesy
call /email by
employees
Small Loop
Big Loop
Evaluate
Listen
Do
Learn
registration
Getting
started

13. 13
Story Telling

14. 14
Work in progress big loop Work in
progress
1 2
3 4
Most important
NPS
WeightedResponse
+-

15. 15
Engaging managers
The Manager challenge Reports (daily, weekly, monthly reports)
KPI this year improvement 12 points
Managers
calling
customers
Engaging
managers

16. 16
Near future
Gift
service
Salesforce
integration
Thank you
note
Proof of
NPS
Work in
progress

17. 17
Facts & figures last 5 years
280.000
surveys send
61.000
responses
28.000
2014
30.000
Expected in 2015
38.000
clients wrote a comment
in the open field the last
5 years
In the last five years
31.000 20.00010.000
promotors passives detractors
Facts &
figures

18. 18
Highlights of the year Highlights
of the year
We have achieved an improvement in NPS score -27 to 0 score in July!
We have treated our
colleagues on ice
cream to celebrate

19. Johanneke Behrend
Customer Experience Management
October 2015
Questions?