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.