The insurance industry is experiencing perhaps its most rapid pace of innovation ever, and AXA Malaysia is optimising this opportunity through innovation to empower people to live a better life.

This shift is driven in part by technological innovations offering greater value to customers. The emphasis of the insurance industry is focusing on creating value through enhancing customers experience and leveraging on digitalisation.

AXA Malaysia is digitalising its existing business model and undergoing significant transformation on customer experience.

“Digitalisation, to AXA, is beyond automating all manual processes, it is more about harnessing digitalisation to be more efficient and simplify the way we do things.

“It is also equipping and upskilling our people and intermediaries to communicate and support customers through customers’ preferred channel of communication or interaction,” said AXA Affin General Insurance Bhd (AAGI) chief executive officer, Emmanuel Nivet, who is also the Convenor, Digitalisation and Technology of General Insurance Association of Malaysia (PIAM).

He added that the culture of innovation to enhance the customer experience and centricity is well-embedded in the way AXA conducts its business and interaction with customers.  

In the midst of digitalisation efforts, the most crucial aspect to AXA is adapting and maintaining its customer-centric culture throughout the organisation.

Named as Malaysia’s Best Employer Brand for 2018 for its exemplary human resource practices that drive the company and its workforce, Nivet said that it is important to recruit and groom the right people to foster a customer-centric and innovative culture throughout an employee’s career cycle with AXA.

At AXA, we ensure that customers and partners are at the heart of everything the group does and are the key guiding principles in all our initiatives — from product innovations to continuous engagement and improvement of customer experience.

AXA’s product innovation includes AXA FlexiDrive — the first Telematics Motor Insurance that won the New Insurance Product of the Year-Malaysia at the Asian Banking and Finance Insurance Asia Awards 2018. Organised by Asian Banking and Finance Magazine, the insurance Asia Awards 2018 is an acclaimed industry award that recognises Asia’s most outstanding financial institutions. This is the third consecutive year of AXA winning the New Insurance Product of the Year - Malaysia and International General Insurer of the Year - Malaysia. AXA is also awarded with the inaugural Claims Initiative of the Year - Malaysia award.

AXA FlexiDrive is designed to advocate safe driving to improve the country’s road and vehicle safety. This is made possible through telematics technology that enables customers to track their driving behaviour, rewarding them up to 20% safe-driving discount.

 “The most compelling part of this product is its ability to inculcate good driving habit. This is evident with AXA FlexiDrive customers getting an average 14% safe driving discount,” Nivet explained that AXA FlexiDrive customers have benefited from the automatic accident alert, 24/7 vehicle security and theft recovery.

AXA also launched Motor For Her, leveraging its insights through extensive market research on the safety of women drivers and their convenience needs in the event of accident or breakdown.

 This product addresses the concerns of many women drivers and offers them special assistance which, includes 24/7 call centre assistance, a free ride home from the scene of the accident or breakdown and delivery of the car upon repaired.

“Continual engagement with our customers is one of the key drivers of our customer experience strategy and success.

“Personalisation is  the key. The more personalised the experience, the more satisfied  the customer.  We are the first in the industry to onboard individual health customer service and invite renewal via a personalised video,” Nivet said.

AXA will continue to fine-tune its processes particularly the important touch points such as claims, he added.

AXA launched Motor Claims Transformation last year – a thorough study and process mapping of all touch points in the motor claims process to identify opportunities to enhance claim experience, making it a pleasant and hassle free claims journey for our customers. After all, claim is the moment of truth in insurance space.

With a Gross Written Premium of RM1.4 billion in 2017, AXA ranked third in the industry with close to 8% of market share.

The AXA Group has been the global leader in insurance and investments for nine consecutive years, with 165,000 employees committed to protecting and improving the lives of 107 million customers across 64 countries.

AXA in Asia is the market leader, offering a differentiated composite proposition in life and general insurance with an operational presence in Malaysia, Japan, Hong Kong, Singapore, Indonesia, China, India, the Philippines and Thailand.

Incorporated in Malaysia on July 12, 1975, as a licensed general insurance company, AAGI offers protection, flexible business solutions and top-notch experience to customers, which has enabled AAGI’s growth to over 1.4 million customers in Malaysia.

“Locally, we continue our great momentum in retail (travel and motor), health portfolio and SME (small and medium enterprises),” Nivet shared.

For More Info, Visit Axa.Com.My