Return to the video.
Delivering a positive customer experience is a strategic imperative for Legal & General. By positive customer experience, we mean an experience that is positive, both for the customer and for the company. It's positive for the customer in that we provide value for money, the benefits of scale and good administration and a responsive high quality of service. This, in turn, makes it a positive experience for us because customers are likely to stay with us longer, which improves persistency. It also means customers are more likely to use us for their other financial requirements, which enables us to make best use of the synergies in our business model.
We monitor customer experience systematically and it is benchmarked against the industry. In 2008, we maintained the high standard. We consistently aim to service our almost six-million customers better, to be responsive to their needs and to communicate better with them. This is what makes us a trusted brand, a company to which customers are happy to entrust their financial planning.