Designing AXA Belgium's unique B2C & B2B digital experience
Challenge
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 order to reach its ambitious marketing and customer strategy, AXA insurances Belgium partnered with Belly & Brain to define its digital strategy within its distribution strategy & strong collaboration with brokers, and the underlying user experience and interfaces of the B2C & B2B websites.
Solution & services provided
Performance analysis of the existing websites, digital marketing results, conversion rates
Digital & distribution business plan analysis & targeted roadmaps
Digital touch points value proposal & key activities
B2C website architecture and wireframes
B2B website architecture and wireframes
Mission duration
3 months
SOME THOUGHTS ON THE SAME TOPIC
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Each year, around Christmas, I have fun reading the predictions for the following year, and, depending on what I read, my mood balances between amusement, doubt, glee or even sometimes anger. In 15 years of experience in digital, I have seen the “hype cycle” of Gartner evolve through time, right or wrong, too optimistic or too pessimistic. But its easy to criticise and never do the exercise - so this year, it’s my turn to dip my toe into it and we’ll see in the coming years if I was right or wrong.