As insurance is typically a low engagement category, AXA Philippines wanted a deeper understanding of customer perceptions, attitudes and emotions towards insurance and related purchases. In order to deliver better solutions and experiences that appeal to their rapidly evolving consumer market, AXA Philippines recognised the need to build customer relationships that deepen over time.
Today, MyAXA Cafe not only supports ongoing, two-way dialogue with customers, but also enables AXA Philippines to validate potential solutions and services in a safe and closed environment before market launch. MyAXA Cafe has now become the compass that directs decision making processes within AXA Philippines across multiple departments. Stakeholders are using it as a first step, prior to business decisions.
In one example, AXA Philippines worked with customers to fine-tune the AXA customer portal. By prioritizing features outlined by customers, AXA Philippines successfully cut customer inquiry calls by 42 percent, increased application downloads by 2.5 times and more than doubled usage rates.