A flood. A burglary. A systems failure. Any of these incidents can have a catastrophic impact on a small business. AXA Business Insurance, based in Glasgow, Scotland, protects small to medium-sized companies, sole traders, and self-employed people against such events with a range of insurance products that safeguard their livelihoods.
Although business insurance has traditionally been dominated by brokers, the direct market is growing rapidly and AXA Business Insurance wants to be at the forefront of this evolution. The company is already a major player in the insurance industry, with 220 employees and annual sales of nearly $160 million. “More people are choosing to go direct than ever before, and our ambition is to be the number one in the market by 2021,” said Darrell Sansom, Chief Customer & Innovation Officer.
To achieve this goal, the insurer needs to ensure its customer feedback ratings are impeccable. “Digital referrals will be key to future growth — people value the opinions of existing customers far more than any marketing materials we can produce,” explained Sansom. “To achieve a good rating, we need to deliver a personalized, omni-channel service. Small business owners are pushed for time; we need to make things as fast and easy for them as possible.” And that means making things as fast and easy as possible for customer-facing teams.
With four internal systems capturing information on different types of policies, AXA Business Insurance’s customer service advisors lacked a unified view of customers. “There was a gap in customer intimacy,” said Jacqueline Cowden, Head of Business Delivery. “People felt we didn’t always know and understand their business. We needed to stop having product-based conversations and start having more customer-focused conversations.”