Develop meaningful solutions across the customer journey for AXA

Since ’17, AXA Philippines has launched over 40 studies via their online insight community, which has become their ‘go-to’ channel for quick and agile customer feedback

 

The challenge

In a market where insurance has a penetration rate of below 5% and competition becomes more and more aggressive, AXA Philippines recognizes the need to differentiate and build strong relevance with the young and dynamic Filipino population.

 

Our solution

In ‘17, we launched MyAXA Café, the first online insight community in the Philippine insurance industry. It was a two-way dialogue to inspire the development of new product innovation and validated customer service programs, highly relevant to its growing customer base.

Throughout the years, MyAXA Café has launched over 40 studies and has been the ‘go-to’ channel for quick and agile customer feedback, directing decision making across various teams within AXA Philippines. A similar community model was also launched for AXA Hong Kong in ‘18.

 

The impact

By engaging consumers through MyAXA Café, the brand could develop and implement relevant solutions that meet their consumers’ needs, and this across the entire journey. In one scenario, the community members helped prioritize features for a banking app. This guided AXA Philippines in launching an improved version of the initial app, resulting in 20% more usage and 142% more activations, and reduced customer inquiry calls by 42%.

“By understanding our customers better through MyAXA Café, we are able to design even better products and solutions, and enhance the AXA customer experience.”

Rahul Hora, President & CEO, AXA Philippines

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