To AXA, strengthening the value of its web presence was a key means to getting closer to its customers.

The insurance specialist’s 10-year-old bespoke site was dry, dusty and very product-focused. It fell well short of the simple, supportive customer experience that AXA wanted to bring to its customers.

My AXA
“We were keen to leverage a number of strategies on our wish-list, including MY AXA. This is all about customers being able to view their details and investments when and where they want to,” says AXA marketing director Mark Ennis.

“We're also exploring installing calculators on the site. EPiMail is another avenue we're looking at, so we can personalise our communications with our customers.”

‘Available, attentive and reliable’
AXA's old website was well past retirement date, and the door was open for a new website that would engage with customers in a simpler, friendlier fashion.

Part of the AXA global family, the AXA team in New Zealand was primed to act on the company’s global repositioning, which aims to focus on new customer-centric values, to be “available, attentive and reliable”.

In New Zealand, the AXA team members knew intuitively that they had a strong point of difference already – ¬ the difference between knowing the company is in the business of life, rather than just being in the business of insurance or wealth management products.

Intergen, which implemented the new website, is also in the people business. Ennis asked colleagues in the market for an IT-partner recommendation. The feedback about Intergen was that it consistently hit the mark for price, people and general approach, says Ennis.

“Their previous experience stood out. And their approach to relationship management was excellent. We had a lot of faith that if something didn't work, they would stand behind their name and solve any issues. Having the right people in place gave us a lot of confidence that they could deliver to the fairly tight time-frame we had set too.”

The decision to build with EPiServer had the weight of 35 successful projects behind it – the EPiServer technology had been used to build 35 websites for Intergen clients.

Out of the box functionality, easy and intuitive templates, and the ability to develop further once the EPiServer platform is established, spoke volumes as far as AXA was concerned. The company is really confident in the ability of the latest release of EPiServer, CMS 5, to do the job when it comes to future development.

“The result has been a clear, crisp and engaging website that’s right on the mark for how we want to relate to people. Intergen provided the technology behind a website whose look and feel is all about real people and real life, and really stands out from the crowd,” says AXA’s Ennis.

“They also helped us clarify our design vision, so it works even better than we expected.” 

‘It’s all about people’
Now AXA has established a strong web presence, Ennis believes the company has a baseline for the future.

“AXA is all about people – not products. This vision was behind our new website, which makes getting expert financial advice easier than ever. The new website brings customers closer to the help and advice available from AXA's dedicated adviser network and staff.”

For more information visit

www.AXA.co.nz
Intergen
www.intergen.co.nz

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