Client – Aviva

Client Success Story

Aviva is a multinational insurance carrier and is one of the leading property and casualty insurance groups in Canada. They partnered with DoubleDigit Sales to move from a transactional to a relationship-based experience in its contact centers.

“Our “Value of Interaction” score has gone from 39.72% before DoubleDigit Sales’ training to 73.65%. That’s significant.”

– Victoria Carter, VP Contact Centers, Operations & Technology

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Value of Interaction Increased 34%

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Underwriter Confidence Increased 13%


A Consistent Model for Coaching and Development


Market research and analysis showed that Canadians were frustrated with their insurance companies. Aviva committed to improving their customers’ experience and started by earning their trust through a series of unique initiatives and offerings.

Victoria Carter, VP, Contact Centers, Operations & Technology faced a few specific challenges. The company had embarked on a cultural transformation to achieve: “One Aviva. Twice the Value,” sustainable and profitable growth, and more customer and broker centric behavior. In order to deliver on that promise, the Broker Solution Center (BSC), now known as Concierge Service, was established in four regions across Canada to serve the needs of their brokers. It was critical for Aviva to deliver a superior broker experience, as its key factor in influencing where brokers place their business.

One of the biggest challenges was that brokers dealt directly with an Aviva Relationship Manager and now their main point of contact would be an Aviva underwriter in the contact center. This meant overcoming a common objection, “I’d like to deal with my relationship manager who knows me and knows my business.”


Victoria implemented changes within Concierge Service resulting in: the right people on the phones, a “Concierge Service” focus for top Aviva brokers; better business conversations; and very positive feedback from brokers.

To build on that momentum, it was critical to provide underwriters and leaders with the attitude, skills and process to continue “raising the bar” in a sustainable way.

DoubleDigit Sales collaborated with Victoria and her team to design and deliver the “Brilliant Broker Experiences” program.

The key objectives of the initiative were to enable and embed a high-value servicing culture in underwriters, develop the coaching skills of leaders, and positively impact broker satisfaction scores.


Victoria has been impressed with the increase in broker satisfaction scores against seven key dimensions. She says, “While all seven questions are important, the one I’m paying special attention to is value of interaction, which has gone from 39.72% before DoubleDigit Sales training to 73.65%. That’s significant. As we continue to implement this program across the country we must ensure that we’re seeing a strong lift in results and that the improvements are sustainable.”

Questions Before Training After Training
Ownership 97.92% 98.67%
Value of Interaction 39.72% 73.65%
Delivering on Promises 80% 82.73%
Confidence 76.56% 89.86%
Knowledge 90.32% 97.30%
Efficiency 85.94% 91.16%
Rapport 81.25% 84.44%


Transform Your Sales Culture
With DoubleDigit Sales

More Resources


Sales Culture Effectiveness Report