Experience debt: How Aviva is rethinking the digital customer experience

Brian Carruthers

Aviva, the British insurance multinational, is adapting its thinking around customer experience questions and adopting terminology and processes that have helped to show the boardroom the importance of CX.

Why should it be that large corporates, with all their advantages of resources in terms of people, time and money, so often produce “tangibly less pleasing experiences” than much smaller outfits? Ramzi Yakob has spent a couple of years thinking about this and has come up with the notion of “experience debt” which he defines as “the costs that you create when you knowingly compromise your customers’ experience without due care and consideration”.

But why would anyone do that in the first place? The problem for any business, Aviva’s then head of digital strategy & experience explained at the...

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