In the UK’s moribund life
market, customer service can be a key differentiator.
For the country’s largest
insurer, Aviva, service and the speed with which underwriting
decisions are made have become synonymous.
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Indicative of its success in
the speed stakes, Aviva reports that 95% of its underwriting
decisions are now being made within eight hours of questionnaire
completion by applicants for life cover and all decisions within 24
hours.
“Our one-stop approach
effectively combines gathering medical evidence with our
underwriting decisions,” said the insurer’s chief underwriter
Robert Morrison.
“This means a better
end-to-end journey for the customer.
“Our nurses are able to
immediately identify any aspect of the client’s medical history
which is likely to require clarification during the initial
interview.
“This makes our evidence
complete and underwriter-ready.”
