In a market where insurance has a penetration rate of below 5% and competition becomes more and more aggressive, AXA Philippines recognizes the need to differentiate and build strong relevance with the young and dynamic Filipino population.
In ‘17, we launched MyAXA Café, the first online insight community in the Philippine insurance industry. It was a two-way dialogue to inspire the development of new product innovation and validated customer service programs, highly relevant to its growing customer base.
Throughout the years, MyAXA Café has launched over 40 studies and has been the ‘go-to’ channel for quick and agile customer feedback, directing decision making across various teams within AXA Philippines. A similar community model was also launched for AXA Hong Kong in ‘18.
By engaging consumers through MyAXA Café, the brand could develop and implement relevant solutions that meet their consumers’ needs, and this across the entire journey. In one scenario, the community members helped prioritize features for a banking app. This guided AXA Philippines in launching an improved version of the initial app, resulting in 20% more usage and 142% more activations, and reduced customer inquiry calls by 42%.
Rahul Hora, President & CEO, AXA Philippines
We’d love to showcase what Insight Communities can do for your brand. So get in touch to request your showcase!
Research communities, online discussions boards, bulletin boards, insight ecosystems… what’s in a name. In this bookzine, we bring clarity by defining four different community types, each linked to a concrete research need, illustrated with best practices.
Request your download
Written by Chloe Stevens / Graeme Lawrence
In collaboration with InSites Consulting, Haleon is evolving its Consumer Connects through a range of methodologies, allowing multiple teams to build empathy and get inspired for future innovation.
Written by Thomas Troch / Casey Howren
Over 1,200 beauty-product lovers are co-developing product innovations at L’Oréal via an InSites Consulting online insight community
Written by Mark Alvarez
InSites Consulting became L’Oréal’s top-scoring agency in 2019 by immersing its teams into the lives of 2,000 Hong Kong consumers