‘03

"THE OLD MUTUAL BRAND IS AMONG THE STRONGEST IN SOUTH AFRICA. THERE ARE SEVERAL REASONS FOR THIS: RELEVANT PRODUCTS DISTRIBUTED THROUGH ACCESSIBLE CHANNELS, A STRONG SERVICE ETHIC AND A CONSTANT ENDEAVOUR TO BE THE BEST AT WHAT WE DO - MANAGING AND PROTECTING OUR CUSTOMERS' WEALTH. BUT BRAND MANAGEMENT MEANS RESEARCHING THE MARKET CONSTANTLY TO MAKE SURE WE 'HEAR' OUR CUSTOMERS AND ARE INFORMED BY THEM. BRAND MANAGEMENT IS DYNAMIC, AND IS KEY IN MAKING SURE THE ORGANISATION IS IN TOUCH WITH ITS ENVIRONMENT." Carlton Hood

OLD MUTUAL HIGHLIGHTS

The 2003 Sunday Times-Markinor Top Brands Survey – an independent annual survey conducted amongst a representative sample of South Africans – showed conclusively that Old Mutual is the leading life assurance brand in the country.

A major advertising campaign to emphasise the validity and enduring value of investment principles was also undertaken during the year. The campaign was conducted in response to a discernible trend in the number of calls to Old Mutual call centres from customers seeking advice on how to deal with the bear market of the last few years.

 Old Mutual Customer Services under the leadership of executive general manager Jerry van Niekerk aims to help grow Old Mutual’s business by ensuring a positive service experience for customers, thereby also enhancing the brand.

In 2003 the customer service focus was on installing non-negotiable service standards across the organisation’s business and on measuring the customer experience in an objective way.

The customer service focus in 2004 will continue a theme followed in 2003: to further improve capacity and people-skills so as to ensure a radically transformed service experience for Old Mutual customers.

There will be further upgrades of our branch service centres across the country. Old Mutual’s objective is to ensure that all call centres provide quick and reliable service.