I don’t spend my whole life doing the Aviva rebrand, you know. It may seem like that if you’re one of my blog fans…OK fan. Whilst it’s critical; and we’re really pleased with the progress; it’s not the only thing in my life! …
No, it’s OK that’s not a segue into my social life and how my work-life balance is all work no life; or all life no work. I won’t bore you with the fight against relegation for my team, Norwich City, or how I pruned the roses in February coz if you don’t ….!!!
No, in this “climate”, it’s vital I deeply understand the challenges our customers and brokers are going through.
Anyway, having had a dreadful week last week (stress or what; out of sorts or what) there I was twiddling a thumb; sipping my extra strong tea (two tea bags, 6 sugars); brainstorming broker distribution strategies by myself (not that effective) (me that is, not the strategy) when my mobile rings and shakes me out of my reflective mood.
Well, I don’t know about you but when a number flashes up that I don’t know I am very reticent about answering it. It’s my Marketing background, I reckon. Usually I get someone on the phone selling me advertising space in the East Sussex Scout Guild Yearbook and Desk Calendar … “5 grand for a desk calendar ad” … I don’t think so …
Anyway it rang and because I was on a stress recuperation day, for some reason I picked it up. I knew I shouldn’t have done … (initially anyway). It was a broker … an important broker … a broker not that happy … why?
Not only had he received a proposed commission reduction; not only a rating increase for a significant client; not only confusion re who we’d give quotes to, but a whole litany of stuff about us, competitors, service, competition, consolidators, us, me, recession, bankruptcies, account management, NUD, the kitchen sink, us, name change, Bruce Willis … you name it … (and I have). He was obviously exasperated with life/business in total. And he wanted to share it. Unburden himself. Vent. Say his bit. And why not …
Me? I listened … really listened. Felt my previous, rubbish, stressful week seem minor in comparison … I listened some more … gently asked some clarity points … felt guilty … stopped twiddling my thumb … listened again.
When he’d finished, I clarified/summarised his issues … apologised where necessary; defended where appropriate; explained if relevant; used my knowledge to help/guide/expand/explain.
It wasn’t as black and white as he felt. He listened. Acknowledged it was a two-way thing. We had a deep conversation. We cracked a smile. We lessened the stress. We came to a conclusion.
He said he wanted to support us; he just wanted to be heard. Listened to.
Funny, when I put the phone down I reflected on Aviva/the brand strategy and how the call reflected some elements of what we don’t want to be and some elements of what we aspire to.
We want to listen/understand/get the context and respond appropriately, treating each call/conversation individually as they come.
Watch the TV advertising breaking this week. It brings it to life – I think … I hope … and yes it’s aspirational …!
The response to this broker, in this instance, was listen/understand/get context. The response required was simple; to listen when I picked up the phone and be in the moment. Maybe Aviva’s aspiration and brand strategy is dominating me more than I know just not in a way I expected?
Not so hard this brand stuff, is it?
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