MyAXA Café Qorus Innovation in Insurance Awards 2018 - Winner

MyAXA Café is an online insight community that provides secure, ongoing, and real-time feedback from AXA Philippines’ customers. It was born out of the need to generate faster research-driven insight to develop better propositions, launch successful marketing campaigns, improve customer experience and enhance their satisfaction and loyalty. Insurance, unlike other industries, is not an easy topic or one that is particularly interesting and top of mind to most consumers. Thus, we wanted to get a deeper understanding of our customer perceptions, attitudes towards insurance through research. With deeper understanding of customers, we are then able to design better suited offers and solutions, as well as enhance customer experience. As to date, MyAXA Café has 1,200 members with a cross-sectional representation of our various target audiences / segments. Key results so far: a.) generated faster and efficient insight that triggered and inspired creation of action plans – research completion at 14 days vs. typical market research at 38 days; and allowed 30-35% savings from research budget (if commissioned to 3rd party research agencies) b.) Higher satisfaction: MyAXA Café Customers are more satisfied with AXA than your typical AXA customer (87% net sat vs. 78.2%) c.) Buying more insurance. 5% of total MyAXA Café customer base saw an increase in policy count (higher than the 3% of total customer base) in the first year of operations.