Aviva is launching a 'Customer Cup', which invites staff teams of six to identify and remove barriers to good customer service across the company. The top ten teams will be invited to a European resort for a big event in October 2009.

Experiential outfit Not Actual Size has been handed an ongoing brief to promote the initiative to the firm's 60,000 staff across 27 countries. It will handle experiential events, and has created campaign materials including posters and handbooks that star staff members featuring as 'Everyday Heroes'.

Aviva, which claims to be the world’s fifth largest insurance group, hopes the cup will improve customer loyalty by creating a better customer service.

The move comes a few months after the company announced it was to scrap consumer brand Norwich Union in the UK, in favour of Aviva across its international operations. Aviva recently provoked outcry from union Unite after announcing it will cut up to 1800 jobs by 2010 as part of the restructure.

Staff at Aviva-owned RAC will also take part in the initiative.