Taking a customer-centric approach

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At Royal London we want to deliver outcomes and experiences that are driven by putting the customer at the heart of everything we do, from understanding wants and needs to ensuring that we create the right products and offer support at the right times and in the right way.

Understanding our customers

During 2017, we focussed on helping everyone at Royal London understand the range of personal circumstances that can make it challenging for people to deal with us, and what we can do to make it easier. This focused on a variety of topics, including bereavement, ageing and financial difficulties. We’re working hard in customer services to support the different needs of our customers, including:

  • Referring cases where customers have additional support needs to a panel of experts so we can set up appropriate and consistent support for them.
  • Starting to connect foreign language speakers at Royal London with customers who don’t speak English as a first language. 

We’re proud that...

Royal London Over 50s Life Cover has been awarded a 5-star rating from the consumer group Fairer Finance 

Investor in Customers Gold 2017

Feedback from customers

To see how else we can better serve our customers, we also seek regular opinions and suggestions, and last year over 78,000 customers left feedback on their experience.

Alongside this, our Net Promoter Score (NPS), which measures customers’ willingness to recommend us, increased by 4.5 points. We are also proud that our hard work was recognised by Investor in Customers (IIC) when we received their highest accreditation for outstanding customer experience for a second year running.


The percentage of Over 50s Life Cover claims paid on the same day

Developing customer-centric products and services

We don’t just listen to this customer feedback – we act on it.

We are always looking at ways to develop new products that will better serve our customer base, which is why in 2017, we launched the streamlined mortgage protection product. This gives more customers the opportunity to access Life Cover easily by removing the need for a separate, time-consuming application. This year, we’ve also launched a new critical illness cover product, along with funeral plan coverage. 


Amount allocated since 2007 in ProfitShare. When we do well, so do you.

Being off work because of illness or injury is one of the biggest risks individuals face. In 2017 we updated our Income Protection cover by adding new benefits such as fracture cover as standard, to help our customers and their families get the support they need – whenever they need it. We have also introduced the pioneering Diabetes Life Cover, which is more cost-effective and tailored to the customer’s specific type of diabetes.

We designed our Over 50s Life Cover to be fairer too; with us, if you need to stop paying, your loved ones could still get some money when you pass away.

Elderly woman in wheelchair on promenade

Our NPS score

We’ve been measuring our Net Promoter Score (NPS) since 2015.

To work out our score, we transfer customers who call us through to a survey to measure levels of satisfaction. ORC International, a leading Business Intelligence firm that assists us with our Customer Voice Transactional Survey, reveals that the overall financial services NPS benchmark is 35...

...Royal London currently has a score of 58.8. We’re pleased with this fantastic result, and aim to improve it even more in 2019.