KTAXA releases game changing digital tools to improve customer service and assist agents

These projects and the company’s “Know You Can” campaign landed it two wins in the Insurance Asia Awards.

Krungthai-AXA Life (KTAXA) has received both the Digital Insurance Initiative of the Year - Thailand and Marketing Initiative of the Year - Thailand in the recently concluded Insurance Asia Awards for their applications AdvisorZone and Perfect Advice, as well as their “Know You Can” campaign.

“We are immensely proud and humbled that our digital and marketing expertise has been recognised by leading industry experts from all across Asia,” said Krungthai-AXA Life’s CEO Sally O’Hara. “This acknowledgement is testament to our wonderful and committed staff and their dedication to providing a seamless journey for our customers,” she added.

The recognition Krungthai-AXA Life has been attaining every year in these awards across various categories is said to have demonstrated the company’s steadfast commitment to innovation, sustainability, and payer-to-partner ambition. Some of the company’s digital and marketing expertise successfully launched this year include telemedicine, telehealth, and digital remote selling.

In an interview with Insurance Asia magazine, O’Hara tells us how these projects have helped them win the prestigious trophies and shares the company’s plans for the future.

Q. Tell us about the two game-changing digital tools that you launched—AdvisorZone and Perfect Advice, as well as the “Know You Can” campaign.

Both applications reflect KTAXA’s payer-to-partner strategy as they support building trust and longer-term relationships with clients and distributors, tells O’Hara.

KTAXA launched AdvisorZone in 2018 to further assist 16,000 agents and improve customer service and engagement with distributors. The solution aims to support its agents by expediting the policy application through to the policy being issued.

The award-winning platform allows KTAXA’s agents to fill up application forms online, automate underwriting, fill out payment request forms, attach important documents, as well as send information into the system online in real time.

In February 2019, KTAXA added Perfect Advice to the platform to further support agents by helping customers identify the right product to suit their needs. Through harnessing big data, the company’s agents can now provide personalized products for customers based on the provided information rather than a list of generic products.

“The company’s commitment to digital further frees up the administrative overhead for our agents and helps them focus their time more effectively in an advisory capacity and supporting our customers,” added O’Hara.

Around the same time, Krungthai-AXA Life also launched “Know You Can,” a global marketing campaign communicated across several countries and continents, which features global sports’ legend Serena Williams.

The campaign honed down on what makes Krungthai-AXA Life unique and demonstrated the company’s commitment to go beyond the role of protecting people and encourage customers to have self-belief, challenge the status quo, and believe that a better life is possible.

“We wanted our customers to know that we are here to support them and to help them go further. ‘Know You Can’ highlights our customer centric approach and reinforces the company’s purpose ‘to act for human progress by protecting what matters,” said O’Hara.

The campaign was adapted and tailored for each country and was featured on TV, OOH (Out of Home), print adverts, as well as online media. An internal campaign was also launched, encouraging all employees and distributors to share their own ‘Know You Can’ stories about determination, self-belief, and realising their ambitions.

Q. What else can we expect from your digital and marketing initiatives in the next few years?

The company said it will continue to invest in big data to capture customer insights at different service touch points, such as when making a claim, calling hotlines, or buying a new product, as an ongoing effort to excel in customer service. The feedback collected has enabled the company to identify specific areas to improve and offer more personalized services to address customer needs.

O’Hara notes that KTAXA will continue to transform the customer experience, making insurance simpler, more relevant and more personal for all customers. Leveraging on new technology, the company aims to improve its marketing processes, as well as better anticipate and serve customers’ needs to provide the next best offerings.

It will also leverage AI and build in robotics within the operations areas to reduce manual labour tasks, as well as reskill people to do the more high value added roles within the organization.

Lastly, O’Hara highlights that all of the company’s initiatives and ventures will have one purpose in mind—“To act for human progress by protecting what matters.”