Alexandre Knight: Digital Strategy at AXA

Friday, 25.9.2015
Alexandre Knight,
Head of Digital Business & Multi Access
Mediterranean Sea & Latin America,
AXA MedLA
(SPAIN)

DIGITAL STRATEGY AT AXA
17th Hydra Meeting
Hellenic Association of Insurance Companies
Alexandre KNIGHT – Head of Digital & MultiAccess
AXA Mediterranean & Latin American Region
alexandre.knight@axa-medla.com

Mr Rodriguez has been promoted and he wants to celebrate this event with his family.He consults easily his saving account on his MyAXA
App. He can use part of his bonus while his savings are performing pretty well in this tough financial context… Roma is a destination his
wife always claimed she would dream to go. He will organize the trip right now, renting a flat through Airbnb!

A new customer experience
1 month later they are in Roma. When they arrive to the flat they saw a policeman talking with neighbor. Apparently a theft has just taken.
His wife is suddenly very worried. She used to travel with most of her jewels (rings, necklaces, watches ...). Not millions but thousands of euros
most of them family’s gifts… Mr Rodriguez surfs on Airbnb website to check insurance conditions and saw that they are partnering with AXA! He
will be redirected to his AXA App to find the adapted product to protect his family.

Access on MyAXA is very easy. Mr Rodriguez knows he will found information easily.

Mr Rodriguez found offer easily with 5 fields easy to purchase process and gives him an immediate price.

…at the
contact center
with AXA
operator
A 2 minutes quick video chat convinced to opt-in for specific jewelry cover. The purchase can be made in 1 click thanks to already stored data.

Customer can check covers and see his contract online or on pdf mode within My AXA. No need to wait for any printing document from AXA.

Following a positive tweet where Mr Rodriguez thanks AXA, Contact Center agent contacts Mr Rodriguez. A quick status check up can help to
identify potential addition needs. AXA’s operator is trained to manage all type of customer interaction (phone, social networks, inbound and
outbound contacts…).

…at the
distributor place
Using Hearsay Social our distributor can detect social signals that says that Mr. Rodriguez moved position in his job and also he will see all
interactions he had with AXA (tweets, videochat, calls…) thanks to 360º customer view. It provides targeted contents to prepare a very specific
conversation with Mr Rodriguez to provide personalized advices and offers focus on customer situation and needs.

Looking to the volume of new business done on travel insurance with Airbnb (online, from contact center and ROPO), the ecommerce manager
can better understand the origin of this new biz. He will adapt the online investment according to the most performant media campaign. Mobile
will be for sure the new area to invest from now on. Time table to invest and type of devices to be adapted to people behaviors. His profile and
skills are adapted to our new digital era. The monitoring tools are mixing internal, external, structured and non structured data.

What is AXA’s digital
acceleration strategy &
its key success factors?
17th Hydra Convention - Digital Strategy at AXA - Sep 201513 |

Because our customers’
needs & environment
have evolved…

Digital is impacting customers expectations towards their providers
17th Hydra Convention - Digital Strategy at AXA - Sep 2015
Most impactful trends by 2015/16
Growing Customer Power Bigger data Mobile Ubiquity
Collaborative Consumption
/ share economy
Connected lifestyle
How to make ourselves at the
disposal of our clients?
How to use big data on an
impactful and customer
oriented way?
How to leverage Mobile and
mobility ?
How to accompany our
customers in sharing their
goods while being covered?
How to leverage digitally
enabled/connected products
to increase Customer
Experience ?
15 |

We need to develop our
digital capabilities to better
serve them whenever they
need it & wherever they
are…

AXA’S DIGITAL STRATEGY
17 |
DIFFERENTIATED
SERVICES
REINVENTED OFFER &
DISTRIBUTION
DISTINCTIVE SKILLS AND
CULTURE OF INNOVATION
& INCLUSION
TECHNICAL & COST
LEADERSHIP
1
4
THREE
KEY SUCCESS FACTORS
D I G I T A L A S A N E N A B L E R O F
C U S T O M E R E X P E R I E N C E L E A D E R S H I P
WHAT?
HOW?
2
3 4

AXA’s commitment
to improve the
customer experience
thanks to digital

19 |
1
9
MyAXA (MonAXA – Fr)
Seamless and
convenient
customer experience
Regaining access to
customer
Automation and
cost leadership
enablers
Innovative services
(core / lifestyle)
eClaims
AXA Drive
AXA Health
New Tablet sales tool
in for Sales Reps
covering the entire
sales process for all
products
(from first
contact to
e-signature)
Contact centers with
customer support on
social networks in
France and Spain
BICI
Bike
insurance
linked to a
bike-lover
community
Online claims follow-up
process leveraging 2-D
codes and email
notifications in Japan
Fast quote motor
in AXA China, Italy
(city, car plate,
price, purchase
time, phone
number)
and for Household
we are focusing on improving customers’ core experience
17th Hydra Convention - Digital Strategy at AXA - Sep
2015
DIFFERENTIATED
SERVICES

insurance is going to be the
native business model for the
internet of things.
Tim O’Reilly
“Father” of Opensource & Web 2.0

We are innovating to address new needs
21 |
New context
• Connected customers
• Different access to risk
information leveraging Big Data
opportunities (telematics, external
data sources, etc.)
• New risks : cyber risk, e-
reputation, etc.
• Increased factors of risks :
climate change, ‘littoralization’,
etc.
• Increase in claims costs (new
risks, expensive new technology,
ageing persons, etc.)
Innovative products
• Connected devices a way to address
changing customer needs and increase
customer interaction…
• …and respond to deeper market trends
Sharing economy
Usage based insurance
REINVENTED OFFER
& DISTRIBUTION

Our range of offers is evolving to match the best standards
22 |17th Hydra Convention - Digital Strategy at AXA - Sep 2015
Customized Car Insurance:
the pre-packaged offer by customer
segments 9 Package Matrix
A customized and integrated
strategy in Korea
SOON, the digital mobile
bank
Launched in
January 2014
Automatic bills Best price
service
Chat with
the clients
And more…
Paypal
inside
Switch
AXAHealthkeeper, runners
community & wellbeing
Mobile offer for the Young
REINVENTED OFFER
& DISTRIBUTION

 Web responsive for
agents pages
 Social Media toolkit
 Store Locator
 Social Media assets
US Example: Financial
Advisor Facebook page
Objectives:
 Client acquisition
 Customer relationship
 Efficiency & productivity of distributors
We are developing common assets to enhance presence of
distributors on the net and social networks
17th Hydra Convention - Digital Strategy at AXA - Sep 201523 |
REINVENTED OFFER
& DISTRIBUTION

Key elements for AXA: Adapt & anticipate to better protect (1/2)
Support and stimulate innovation
CONNECT THE GROUP
WITH THE MOST
INNOVATIVE
COMPANIES AND
PROJECTS
AXA Strategic Venture,
Kamet, Partnerships…
INSTILL A CULTURE OF
INNOVATION WITHIN
THE GROUP
AXA Lab Shanghai
AXA LAB San Francisco
Internal innov. pgm,
Reverse mentoring
ACCELERATE
INVESTMENTS IN THE
DIGITAL
TRANSFORMATION OF
OUR OPERATIONS
24 | Telefonica – AXA I Madrid, 10th September 2015
DEVELOP YOUTH EMPLOYABILITY
More than 12,000 professional opportunities provided to
youth in 2014, half of which in Europe
DATA INNOVATION LAB
A center of expertise for
innovation and R&D
in BIG DATA
HEALTH
CREATION OF A
DEDICATED GLOBAL
BUSINESS LINE
AXA RESEARCH FUND
€ 114 MILLION
to support 410 research
projects since 2007
SKILLS / TECHNICAL
& COST LEADERSHIP

This journey is unique!
It’s a great opportunity
for insurers and intermediaries
to do amazing and
innovative things,
keeping enthusiasm!
Thank you

Alexandre Knight: Digital Strategy at AXA

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