Designing AXA Belgium's car insurance customer experience strategy & developing customer-centricity
Challenge
Car insurance products customer omni-channel experience strategy definition and customer journeys design from underwriting to claims management
Customer experience design and delivery organisation advisory & coaching
AXA Belgium brings together 3200 brokers, 450 bank agents and 3500 employees to put their expertise at the service of 2.9 million customers, offering flexible insurance products adapted to real life needs. In 2017, in light of a strong ambition to develop customer experience and centricity within the organisation, AXA insurances Belgium partnered with Belly & Brain to design their first customer experience strategies, isolate a design & deliver methodology allowing them to carry independently the transformation across the organisation with the right level of quality, insights, skills and ambitions.
Solution & services provided
In order to support AXA in achieving their strong ambition to design a strong customer-centric strategy and set up an efficient and empowered customer-centric organisation, AXA adopted a three-stepped approach in collaboration with Belly & Brain
Step #1: POC exercise to define AXA’s car claims customer experience strategy & underlying customer journeys
Methodology & deliverables definition
“AS IS” customer journeys analysis and benchmarking
Car claims Strategic orientations definition
“TO BE” customer customer journeys design
Step #2: Car claims customer experience prioritisation & road mapping
Methodology & deliverables definition
Transversal roadmap analysis
Transversal roadmap building with team of operational managers and business analysts
Business prioritisation with management leaders
Step #3: Metholodology fine-tunings & teams knowledge transfer through “Car insurance underwriting” custimer experience strategy & journeys
Methodology & deliverables fine-tuning
Targeted Segments qualification and quantification
Omni-channel Sales strategy, customer experience per touch points & segments
Key mockups design for digital journeys
Teams know-how transfer and coaching to achieve autonomy to design and deliver customer experience strategies and experience across all lines of business
Collaboration duration
All three-steps were carried within a 12 month period.
Results
A strong customer experience strategy and roadmap enabling AXA Belgium to deliver an unique customer experience to its car insurance prospects, partners and customers
A methodology to design and deliver customer centricity & transformation adapted to the company DNA and its staff
The starting steps of a customer-centric organisation which will allow to grow the focus and value of customer-centricity across the organisation
What they say about us
“As it was the first time at AXA Belgium that we started really to create in a very explicit way customer journeys, we have chosen to work with Belly & Brain. They have brought us exactly the skills that we did not have in-house at the time.
Belly & Brain helped us both on the design of a specific customer journey – which is in a stepwise manner being implemented now – and on the creation of an “AXA-specific” methodology that enables us today to spread out the customer journey development across many areas of our company.
Thanks to the help of Belly & Brain, we were able in a quite rapid and impactful way to put our company in a customer-first mindset, with a solid methodology underneath and with first visible results on the claims journey they designed for us.”
Gunter Uytterhoeven, Chief Customer & Data Officer, AXA BELGIUM
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Too often in organisations, we have seen benchmarks that missed the point and didn’t reflect the reality of the market. The focus was either on details or on a very limited aspect of the brand experience and that was not delivering enough beef to solve the problems we were confronted to.