Aviva UK CEO: Marketing shouldn’t be the only function responsible for customers


Andy Briggs has just been promoted from CEO of Aviva’s life insurance division to head its combined life, general and health insurance businesses.

He has over 25 years’ experience working in finance and insurance having previously been CEO at Scottish Widows, the life business of Lloyds Banking Group and the Prudential Group’s Retirement Income business.

While he works closely with marketing, he has never been a marketer. Here he shares his views of the discipline.

Marketers should help businesses think about customers

Marketing is about making sure we have a really strong understanding of the needs of our customers and how they differ by segment. We then need to ensure we develop strong customer propositions that will meet and fulfil those needs.

Bron en volledig bericht: MarketingWeek