AXA Singapore

To holistically change how we sell, service and engage our customers, we needed to move from a patchwork of systems to a platform approach. Salesforce has helped to transform our business.”

Tomasz Kurczyk, Digital Transformation Director, AXA Singapore


customer satisfaction rating


AXA Singapore safeguards customer engagement with Salesforce

As one of the world’s leading insurance companies, AXA Singapore wants to help customers live their lives with more peace of mind. It offers products to help them protect against risk and is transforming digitally to empower them further.

“Our vision is very simple. We want to be the best digital insurer to create value and differentiation for our customers and partners,” said Tomasz Kurczyk, Digital Transformation Director at AXA Singapore.

The reality is far more complex. Customers expect products and services that are increasingly relevant and tailored to their needs. At the same time, omni-channel delivery has become the standard. To reap the benefits of technology and differentiate itself for customers, AXA Singapore has had to transform its operations.

“To holistically change how we sell, service and engage our customers, we needed to move from a patchwork of systems to a platform approach. Salesforce has helped to transform our business,” said Kurczyk.

Single view of customer provides foundation for omni-channel service

AXA Singapore has now developed a new digital ecosystem, spanning sales, service and marketing. The Salesforce customer success platform is one of the building blocks and provides a single view of the customer throughout. Kurczyk said this single customer view is essential for delivering an omni-channel experience, and enabling greater automation. It helps to provide a more personal customer experience both over the phone and across its digital channels. And with Marketing Cloud, AXA Singapore is able to provide content, advice, and offers, based on customer profiles. It is also able to test and measure these communications to optimise engagement and increase its relevance.

“With Salesforce, we have more insight into our customers and can personalise and automate touch points like email and SMS,” said Kurczyk. “If a customer purchases single trip travel insurance, for example, we can send an email after their trip to welcome them back and remind them how to submit a claim. We can also promote other products and the MyAXA app, our self-serve one stop shop for customers.”

Customer satisfaction with AXA Singapore’s digital channels has reached an impressive high. Around 90% of customers are either satisfied or very satisfied after interacting with the insurer online. The business has started collecting more feedback via surveys sent to customers after what Kurczyk calls each “moment of truth”. These include the moments a customer purchases or renews a policy, makes a claim or contacts AXA’s  customer care – no matter which channel they use. Management is transparent with the results so teams can see how they are performing and identify areas for improvement.

Supercharging service delivery

It’s not just greater personalisation that’s transformed the customer experience. AXA Singapore has driven efficiencies across its operations, resulting in smarter, faster customer care. Automation on Salesforce has reduced errors and turnaround times by as much as 50%. The business is now working in a continuous improvement cycle and using Salesforce to track key metrics and use the insights to streamline its operations even more.

“The dashboards and reporting in Salesforce allow us to monitor our processes on a day-to-day basis and manage performance in a proactive way. We can not only track individual tasks and processes in real-time, but also analyse trends and see which steps we still need to automate further” said Kurczyk.

Another initiative that’s increased efficiency is a reduction in the systems and screens used by customer facing teams. Customer support agents can access all the tools and data they need on one screen so they can better focus on customers and respond faster to requests.

AXA Singapore is now deploying distributor portal to provide partners with the same single customer and partner view. It will provide a central place for agents and brokers to manage their interactions with AXA and service its customers.

Setting industry standards

AXA Singapore is continually raising the bar in how it services its entire ecosystem. It is in the process of launching a new solution on Community Cloud which will enable greater collaboration with agents and partners around sales. This will involve the use of Marketing Cloud to automate communication and score and distribute leads based on artificial intelligence

Agents and partners will also benefit from real-time visibility into processes and the status of requests as well as access to straight-through services.

These initiatives will support AXA Singapore’s continuous transformation and provide increasing value to customers and partners. “Everything we do is about giving customers peace of mind and empowering them to live better lives. Technology that we use needs to be aligned to our mission and help us succeed,” said Kurczyk.


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