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The AXA Way

Presented by-
Saurabh
INTRODUCTION
Ø AXA is a French global company headquartered in Paris.
Ø Engaged in life health insurance and investment
management.
Ø Operates in Western Europe ,North America and Asia-Pacific
and Middle-East.
Ø This group encompasses 5 operating business segment—
Ø Life & Savings
Ø Property and Casualty
Ø International Insurance
Ø Asset Management
Ø Other financial services
Ø In 1988 ,merger between AXA and Compagie Du Midi
Ø In the same year AXA got listed in Paris stock exchange.
Ø
Ø
Ø It has 42 subsidiaries ,1600 employees and 4000
general agents.
Ø Its turnover is around $45 million(US).
Ø In 1994 ,AXA established AXA Asset management in
Europe and later renamed it as AXA Investment
Managers.
Ø In 1996 ,AXA came out with an American Depositary
receipts and got listed in New York Stock Exchange.
Ø In 1999 ,the acquisition of Guardian Royal Exchange
made AXA the largest player in Ireland non-life
Insurance industry.
PROBLEMS

Ø 2001 witnessed a global economic slowdown due to the


September 11,2001 terrorist attacks in the U.S
resulted in claims of over US$ 70 billion.
Ø In the life insurance segment, insurance companies
faced pressure on their investment margins and low
fees on universal life insurance products.
Ø Poor economic conditions in Japan adversely affected
the consumer confidence in financial products.
Ø Due to global recession in 2001 AXA revenues dropped
by 6.25% compared to 2000.
Ø AXA had to dealt with several management issues, legal
issues, capital allocation, integrating people and
process due its merge with different companies.
PROBLEMS (contd)

Ø AXA operated in many countries across the world and


had to face statutory, regulatory and legal, accounting
and tax systems that differed from country to country.

BUILDING THE AXA BRAND
CUSTOMER FOCUSED-KEY MEASURES

Ø Listen to the voice of the customers(VoC)


Ø Improving process performance to meet customers
expectations
Ø Continuous Improvement of the performance
Ø Continuously listening to customers
Ø Building a customer and performance oriented culture
Ø Transfer to tools and methods to systematically control
and act on the performance
FACT BASED METHOD-KEY FEATURES

Ø Data driven approach


Ø Key measure identified and systematically tracked
Ø Employee Ownership and Responsibility
Ø Empowering employees to act on the performance of
their processes
DMAIC PRINCIPLE- THE AXA WAY
CONTINUOUS IMPROVEMENT

Ø Regular customer feedback & incorporating it into its products


and services across the organization.
Ø
Ø AXA Ireland started “Mad House” Program
Ø
Ø “VOC” was used by AXA to introduce several new products.
Ø AXA introduced Multihelp, comprising of five different insurance
products.
Ø Driving Help
Ø Travel help
Ø Home Help
Ø Insurance according to the mileage estimate
EMPLOYEE OWNERSHIP
Ø AXA considered its employees as its most valuable asset and
believed in keeping them motivated.
Ø
Ø AXA kept its employees informed about the strategies and
objectives of the group.
Ø
Ø AXA had been conducting scope surveys for its employee to
measure employee satisfaction
Role of employees in
implementation of AXA way
Employee involvement

• Ownership of the tasks they were


involved in and contribution
towards improvement of processes
• Awareness of their activities , the
group( strategies and
objectives)and contribution to
organization



Commission payments

• D – identification of complaints
• M – audit of a sample of payments
• A – instance of inaccurate payments
and the causes of mistake
• I – correct commission rates,
• C - query system
Continuous improvement

• AXA Ireland –
Innovation Quadrant - creating customer focused
opportunities, improving, elimination, reusing
success stories
Madhouse program

• Voice of customers –
Odyssiel in France
Multihelp in Germany

Insurance according to mileage estimates in Italy


Changes

• In a span of one year 200 ideas were


presented of which 20 were implemented.
• Scope survey score increased from 36 in 2003
to 47 in 2005.
• Customer satisfaction on servicing increased
from 64 to 69 percent, and in customer
satisfaction on selling it increased from 64
to 79 percent
• Customer retention in Japan(10.6-6.6),
reinvestment for maturities in Portugal(48-
57), reinvestment rate in Italy(27-44),
Spain(23- 42)
• Increase in annual benefits € 38 million to €
200 million
BENEFIT OF THE IMPLEMENTATION OF
“AXA WAY”
• 90 percentage of the growth
revenues.
• Customer satisfaction
• Customer retention
• Annual benefits-technical gains,
productivity gains, reduction in
general expenses, incremental
revenues, cost reduction
• Wide range of the product

To improve the quality of the
service further…………..
• Implementation of MBO
• Implementation of EVA
• Implementation of the BALANCE
SCORE CARD
• -customer perspective
• -financial perspective
• -internal business process
perspective
• -innovation and growth perspective
• Feed forward control