Making improvements 131 LV= is the UK's largest friendly society (mutual) and sells a wide range of insurance from car insurance to life insurance, savings, travel, pet and home insurance. Both the general insurance and life insurance sectors are extremely competitive markets and LV= aims to give consistently high customer service throughout the customer journey from buying or taking out a new policy through to renewals, amendments to the policy or making a claim. After discussing various options, it was decided that a monthly tracking survey would ensure constant customer focus, and data from complaints plus a monthly telephone survey would allow granular detail in terms of customer comments and trends. Each month LV= speaks to almost 1,000 customers to ensure accurate coverage across their varied types of customer. It also conducts root-cause analysis. To ensure that results are fed back as quickly as possible, and to as many people as possible, the company designed a unique web report. This allows results and comments by segment to be easily accessed.