October 07, 2025
LV’s Chloe Stuttard Focuses on The Human Experience of Insurance
In a sector often defined by policies and premiums, CXM talks to LV’s Chloe Stuttard to find out more about the human experience side of the operation. She discusses how the business stands for something far more human: an unwavering commitment to customer experience, even in a market heading towards all-digital insurance products.
The company, a multiple winner at previous UKCXA awards, is one of the UK’s leading life and pensions mutual insurers. LV= has earned a reputation not just for protecting its members, but for genuinely understanding them.
At the heart of this approach is Chloe Stuttard, Director of Customer & Adviser Experience, whose leadership has helped to shape a culture where listening, empathy, and innovation go hand in hand. She says:
“At LV=, delivering exceptional customer experiences is our top priority. To do this effectively, we continuously seek to understand ever-evolving customer needs shaped by personal experiences, technology, and the broader economic environment. Traditional notions of ‘good service’ are no longer enough. To build trust and loyalty, we need to understand more deeply what customers value most and prioritise from there.”
Turning Insight Into Action
LV’s customer-first philosophy is backed by robust insight mechanisms. The Member Community, with more than 2,000 participants, plays a vital role in shaping services and communications. LV= members engage in surveys, polls, and discussions, offering real-time feedback that drives meaningful change.
“We’re fortunate to have such an engaged community of members,” says Chloe. “Through insights from our Member Community, customer feedback surveys and conversations with our colleagues and advisers, we’re able to focus on the areas that matter most. It’s not just about collecting data, it’s about listening with intent and acting with purpose.”
One example of this is LV’s recent overhaul of its contact channels. Customers expressed a desire for more flexibility and faster responses. LV= introduced a multi-channel approach, including email, telephone, live web chat, and a customer portal. A new telephony system now enables quicker call handling, and a call-back service offers convenience for those who prefer this option.
“We’ve had over 10,000 conversations through our new web chat option alone,” Chloe shares. “It’s a testament to how small changes, driven by customer insight, can make a big difference.”
Clarity and Compassion in Communication
Another key improvement is the clarity of LV’s communications. Over the past year, the business has enhanced more than 1,000 documents, by refining language, layout, and tone to ensure customers can easily understand the information they receive.
“Our customers told us they value clear, easy-to-understand communications,” Chloe says. “We took that seriously. We developed a toolkit to measure readability and comprehension and used it alongside consumer testing and customer insight to guide our improvements.”
Empowering People to Deliver With Heart at LV=
LV= also recognises that great customer experiences start with empowered colleagues. The business invests in learning and development for colleagues that balances technical accuracy with emotional intelligence, ensuring that every interaction is both correct and compassionate.
“We know it’s important to our customers that they can trust the person they’re speaking to,” Chloe explains. “That means getting it right the first time, but also showing empathy, understanding, and warmth. We’ve embedded this into our training programmes, and it’s reflected in the feedback we receive.”
This approach has led to a measurable reduction in complaints, a clear indicator of LV’s commitment to continuous improvement.
Innovating Responsibly with AI
Looking to the future, LV= is exploring how artificial intelligence (AI) can enhance customer experience, without compromising the human aspect. LV= actively engages with members on their views about using AI and has also explored wider consumer views on its use in financial services via the LV= Wealth and Wellbeing Research Programme.
“AI is a huge area of interest across the industry,” Chloe acknowledges. “It offers real benefits in terms of efficiency and enhanced interactions, but it must be implemented responsibly. We’re conducting extensive research into applications like call summarisation and planning tools, always with a strong emphasis on data protection and customer trust.”
“Automation can enhance speed and simplicity, but it’s not a replacement for empathy. We’re committed to integrating AI thoughtfully, in ways that add genuine value to our customers.”
A Journey of Continuous Improvement
LV’s customer experience strategy is not static—it’s a journey of listening, learning, and evolving. Chloe’s leadership reflects this ethos, blending operational excellence with a deep understanding of what it means to work from the heart.
“We acknowledge that we don’t always get things right,” she says. “But we’re committed to fixing issues, learning from them, listening to our members and ensuring our customers have great experiences when they need us most. That’s what being a mutual is all about—putting people first.”