Learn how AXA XL underwent a digital transformation to streamline claims processing and global content management, ultimately delivering an enhanced customer experience built on foundation of scalable personalization.
AXA XL, a subsidiary of AXA, is a prominent player in the insurance industry, offering a vast array of specialty risk insurance products, including both standard insurance and re-insurance solutions. With operations spanning over 200 countries and territories, AXA XL’s existing content management system was falling short of expectations, and there was a significant need to improve the software for lead generation and customer engagement, particularly for existing customers who wished to submit claims.
Learn how Icreon embarked on an extensive journey to help AXA XL understand the intricate needs of their customers and enhance AXA XL's operations.
The complexity, diversity, and sheer number of product offerings presented a significant challenge for the AXA XL team. The primary issue centered around the direction and funneling of leads that came in through their landing pages. The inquiries, often diverse and nuanced, had to be routed correctly either for insurance or re-insurance, to the appropriate queue. This task was made even more complicated by differences between nations, regions, and states.
The inadequacy of the existing system led to a lack of personalized advertising and notable inefficiencies in advertising strategies. The inability to accurately categorize and direct inquiries undermined the ability to target potential clients effectively, leading to missed opportunities and potential revenue loss. The need for a more refined and responsive lead funneling process became evident, highlighting the importance of precision and understanding in the management of complex product offerings and buyers' journeys.
Icreon's collaboration with AXA XL extended to a detailed problem identification stage, where they developed a digital experience strategy that revolved around lead funneling optimization. This enhancement resulted in more effective targeted advertising and personalization, enabling AXA XL to serve its customers in a more tailored and productive manner.
Icreon recognized the limitations in AXA XL's existing content management system and undertook an extensive journey to modernize the Sitecore platform. By re-implementing Sitecore in a way that could be utilized effectively, Icreon was able to overcome the initial roadblocks, providing a comprehensive solution to rectify issues hindering AXA XL's operations.
Icreon's expertise in growth marketing was instrumental in refining AXA XL's lead funneling process. The strategic approach they took addressed a critical aspect of AXA XL's business - crafting strategies that directed inquiries for insurance and re-insurance to the appropriate queue, and thus improving both advertising efficiency and customer targeting.
Icreon's hands-on work with AXA XL included creating a detailed user manual and training the operations team, ensuring a seamless transition. Their human-centered training ensured the team maximized the new systems, showcasing a profound understanding of client needs and the flexibility for customized solutions.
Icreon and AXA XL's collaboration went beyond just technical updates. They enhanced the claims process, significantly boosting customer satisfaction. Their deep focus on user experience showed a comprehensive understanding of the customer journey, from lead acquisition to post-sales support. This approach aligned with increased system efficiency leading to a smoother workflow.
First, Icreon's collaboration with AXA XL resulted in significant process improvements that reduced operating costs. Lead segregation was enhanced, directing inquiries to the right queues for greater efficiency, which improved the customer experience and increased revenue. Additionally, AXA XL was able to maximize their Sitecore DXP investment, enhance the effectiveness of their existing tools, and deliver personalized customer experiences. This comprehensive approach enhanced the entire customer journey from lead acquisition to post-sales service.
