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Building a BeSci Centre of Excellence at Aegon

As teams got excited at the potential of behavioural science, Cowry built a programme of learning and development within Aegon to upskill colleagues.

The award winning Cowry Academy which consists of Foundation, Masterclass and Practitioner courses positively impacted the teams performance and objectives.

Behavioural learning & development challenge



Build colleague capability

Aegon’s advisors struggled to explain complex information in a simple way, leaving the customer with a negative experience.

The leadership team at Aegon wanted to embed and sustain the behavioural science interventions developed by Cowry within the organisation.

Our task was to transform contact centre conversations to help CSRs confidently navigate complex interactions and ensure customers could easily understand their options, act upon them, and feel confident in their decisions.

As a result, Aegon set out the requirements for a programme that had a foundational level for contact centre staff, an advanced level for Team Leaders and an ongoing support function for those that would take the discipline on within the business.

Behavioural solution: Cowry Academy

Our intervention touched upon four key areas:

Training agents to understand how their customers make decisions.

Redesigning the order, language and amount of information presented to the customer.

Visually redesigning the scripts to make the agent’s job easier.

Optimising the working environment to improve productivity and wellbeing.

Behavioural results

23% increase in
employee engagement
18% increase in
‘feeling invested in’
-46% in
attrition rate

According to Aegon's Employee Engagement Surveys, performance of the teams were massively improved and the training helped support employee engagement metrics.

Not only this, but Aegon saw: 

68.5% increase in sales conversion
92% increase in assets under management
+ 36 points increase in NPS
37:1 return on investment 




Award - european cnontact centre award

But that's not all - for the same piece of work, we were the winner for the Most Effective Learning and Development programme at the 2017 European Contact Centre & Customer Service Awards.



Employee Engagment is at the heart of customers advocacy and has been key to our success

Colleen Nielson, Head of Platform Operations, Aegon

Want to find out more?

We’d love to chat to you about how to start applying behavioural science - book a slot below to catch up with Jez and find out more.