AXA Ireland

AXA is a global insurance business with a long history of offering financial products to over 103 million customers. The worldwide operation employs 166,000 people in 64 countries. As one of the largest global insurers, its purpose is to empower people to live a better life.

Our client, AXA Ireland had identified a differentiated customer experience as a key driver of future business growth. The first priority was their Claims business, as making a claim is such a critical moment in the experience for customers in the insurance industry.

Brand Learning helped AXA make a significant transformation with an initiative to inspire a customer experience movement. We worked with cross-functional leaders to establish a new AXA claims promise for customers and identify culture change priorities to deliver this in practice. This was achieved through internal analysis and evaluating gaps against external best practice, enabling the team to define a culture change plan across ways of working, the physical environment and leadership practices.

With a shared commitment to change established, we then partnered with cross-functional teams to invent customer experience strategies and plans that would truly set AXA apart in the Irish market. Teams were coached by the Brand Learning team through an ‘Invent the future’ task, exploring future trends, participating in customer listening exercises, and using creative techniques to invent a differentiated AXA customer experience.

This culminated in an inspirational 2-day event where we helped the AXA Ireland teams to prioritise the goals, strategies and plans to deliver this vision for the customer experience in claims. Teams were challenged to push their thinking through different techniques, and to prioritise CX plans that would deliver impact for customers and the AXA Ireland business. 

Results from pilot – 12% reduction in complaint volumes and 13 point increase in % of customers providing 4 or 5 star ratings for satisfaction.

Published with kind permission.

The success of this project has been achieved by collaborating across a range of teams with one common goal and passion, which is to deliver a great experience for our customers Joanne Boyle, AXA Insurance Customer Experience Manager
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