To keep up with the newest trends and to stay ahead of the game, AXA Belgium decided to take consumers up into the AXA cockpit. Together with InSites Consulting, AXA Belgium has set up The Reinventors Community, an online and ongoing Consumer Consulting Board (also known as online research community) with 300 consumers. One of the reasons for structurally involving the consumers’ voice in business decisions is that “the technological revolution has reversed the relationship between brands and customers”, according to Gunter Uytterhoeven (CMO) and Stéphane Slits (Head of Retail) of AXA Belgium. These days, customers – not brands – are in the center of the universe, steering the relationship. By means of structural collaboration with consumers, AXA is obtaining a good view on the changing needs and expectations, allowing them to co-create new products and services that are truly relevant.
How this (radically-) changed relationship between companies and customers impacts AXA Belgium and how they adapt to the new reality can be read in the article released in De Tijd last week: Met de klant de cockpit in (i.e.: Taking the client into the cockpit). Enjoy the read!