New AXA Initiative Aims to Transform the Customer Experience

PRESS RELEASE: AXA, a leading financial protection company, is launching a new initiative that facilitates direct, two-way customer feedback along with the collection and organization of customer responses with the aim not only of improving customer experience, but also of ultimately producing new products and speeding innovations on existing ones. The phased rollout began in June 2016.

The service-specific ratings, including client-generated reviews, are being published on

“This initiative is designed to enhance the client experience by providing an additional avenue for feedback and customer contact,” said Sharon Ritchey, Chief Customer Officer, AXA US. “This is in line with our strategy of focusing on the customer experience and also part of AXA’s digital transformation. We anticipate that this new initiative will help to build the AXA brand with both current clients and prospects.”

In conceiving of this customer feedback initiative, AXA partnered with a leading technology network that connects customers and brands over the Internet, allowing them to view and share opinions, questions and experiences. AXA will be able to use this customer-generated content to create or build-in features to services that the marketplace signals that it wants, thus creating additional customer interest and loyalty. The feedback will be reviewed continually, and not at intervals of several months as the current customer feedback process requires.

Since June, AXA has deployed a “soft launch” email to nearly 8,000 current clients who requested a recent transaction or purchased a new contract. The email encouraged clients to rate and review their interaction with AXA through an easy-to-use interface. Client-submitted ratings and reviews are now being posted on By the end of the year, the goal is to have service-specific ratings and client-generated reviews published on the AXA site for all lines of business.