This month I have invited Peck Yeow Gan, the HR Director of AXA Asia to talk about the HR strategy and her personal experiences. Peck comes from Singapore and has a very beautiful Chinese name. She can speak Mandarin and she is the first one from the AXA Asian Africa office doing this video in Chinese.
She also sent her special words to AXA Tianping colleagues about how we can do our work right and well. It also resonates with me. Please watch Peck’s video and find out more. I hope you feel the same.
I joined the AXATP Customer Strategy Workshop on July 1st in Shanghai together with the management team as well as health, product, and distribution colleagues. Hosted by Marketing & Communications team, the workshop centered around UMC customer segmentations, AXA core targets and health product, service, channels, and marketing strategies to fulfil customer needs.
A productive and fruitful half-day brainstorm fueled with solid ideas! I would like to share some takeaways from the session with all of you:
AXA Tianping’s potential customers are categorized into seven segments：
Three markets that AXA Tianping can target: High-end with wealthy planners in Tier 1 and New Tier 1 cities; Medium market of parents with kids under 10; Mass market with affluent city youth and naïve passives.
The Brand Strategy is to focus on High-end and medium markets, while also taking care of the mass market
Two-layer execution plan: differentiated strategies for three markets
Three pilot projects to kick off soon
Topic for next market research will be Distribution Channel Study
Following the workshop, a summary report with a next-step list was generated based on the discussions and customer segmentation studies conducted by the customer insight team. Those customer strategies will be brought to life through team collaboration to further drive the business growth and achieve the objective I’ve underlined at the workshop that “AXA will break through in the high-end and medium health insurance markets”.
We have many good news from the Soar to Success transition program due to our combined efforts in the past six months. I would like to share some of the major exciting updates for the four pillars:
Distribution Transformation
A lot more HQ partnerships are in process, including brokerage houses such as miaoins, revisiting agreement with Benz and building collaboration with Ford China.
Multiple activities around training and products are in pipeline with traditional brokers, including Fanhua, Datong, Mingya and Huakang.
Partnerships with top banks including China Merchants Bank, Agriculture Band of China, and Postal Savings Bank of China are proceeding well.
APTT (AXA Professional Trainer Training) scheme was launched for branches.
On Digital Transformation, the one-stop platform Emma by AXA has registered 778,007 users by June 30. WeChat Upgrade Program is running into its second phase to consolidate the service entry for easy access from customer end.
Accelerate Health
As of June 30, new products including Critical Illness, Million Medical through tele sales, Beijing Malignant Tumor Medical Insurance for Women (HuiTaBao), “Hui E Bao” similar to PPP have been rolled out. Signature IP + OP Medical Insurance and Modular product are making debut soon.
Health operation has been improved with dedicated health service line and speeding medical network deployment. 10 direct-pay medical institutions have joined AXA Tianping’s ecosystem, targeting 80-100 in first and second tier cities in three years.
China Health Enterprise Program (CHEP) kick started on June 23 to help accelerate digital innovations in health.
Health Management Platform under Emma by AXA has introduced new service for children since June 1.
New talent joined AXA EC to drive the business regarding emerging customers, such as PPP.
A bunch of marketing activities supporting Health in June included the Family Health Protection Forum, new brand promise launch #守护热爱自行前行, the Confident AXA Family serial commercials, billboards and digital ads in major cities, KOL cooperation, Child Growth Month, as well as brand designs for new products to empower health business development and branch colleagues.
Fix the Basics in Motor
Non-private car models and systems are launched. Pilot branches include Shandong, Hebei, Anhui, Jiangsu, Henan, Guangxi and Yunnan.
Motor insurance market share keeps stable in face of fierce marketing competition.
Cross-sale with accident and health insurance is increasing.
Innovated motor insurance such as GAP and UBI are in progress.
Simplify to Drive Efficiency
Pricing and Claims are being synergized.
As of June 30, the 2021 motor claim costs were reduced by 208million RMB.
Cost control measures put in place – anti-fraud, human injury and motor service management.
My thoughts are with those affected by the severe flooding, caused by a period of prolonged heavy rainfalls in Henan Province. As an insurer, we always prioritize employees’ safety, care and act for customers in difficult times. I’m very proud that we set up the emergency taskforce and roll out rescue and relief measures rapidly on the day when its capital Zhengzhou was hit by record floods.
Heartfelt gratitude to all the teams aiding Henan. They include the whole management team, Henan branch, Claims, Security, HR, IT, Marketing & Comms, and our branch colleagues from Shandong, Hebei, Shanxi, Shaanxi, Shenzhen branches as well as two operation centers in Chengdu and Shanghai. The Group and AXA Asia Africa also paid special attention to this climate crisis.
For staff, the Comms team informed 27 branches and call centres about the floods and our immediate protection measures straight away following the heaviest rainfall. Henan branch employees stranded in office were accommodated properly and a 24-hour duty shift was put in place to alert on any emergencies. A corporate car was arranged to provide electricity when power and network failed due to the floods. Work-from-Home plan was also implemented for other affected employees by the HR team.
For customers, we’ve allocated 131 inspection and rescue vehicles and 29 claims professionals from other cities and branches. Swift and systematic measures included fast track, timely alert message, real-time data dashboard, telemedicine through text, photo and video chat on Emma by AXA mini program, and free mental health hotline “All Support Henan”（400-650-6208）. Thanks to all your day-and-nights efforts. As of July 27th, 2027 claims were recorded and handled.
As Henan cleans up the flood damage, typhoon In-Fa made landfall in coastal regions including Shanghai on July 25th with strong winds and heavy rains. Prior to In-Fa’s landing, an emergency taskforce led by the management team has already sent out alert messages to customers and employees, and quickly activated emergency measures and relief efforts including fast track, remote inspection, and work from home. As of 14:00 on July 27th, we received 403 motor insurance, delay insurance and property insurance claims reports. The fastest motor claim was settled in 30 minutes, and the fastest home property insurance claim settled in 6.5 hours.
So much is happening this month to start the summer days. The theme in June is Protect Your Passion and Go Further with Confidence– our new brand promise unveiled at the AXA China Family Health Protection Forumon June 22nd. We celebrated EMMA by AXA’s official debut and two innovative health product launches together with former CIRC vice chair, free-style ski world champion, industry experts, distribution partners, AXA Asia colleagues and key journalists, underlining our ambition in providing relevant health protections for Chinese families.
Another big event was EMMA by AXA’s internal launch ceremony on the Summer Solstice day. We launched its official avatar and Chinese name 安盛安美 （translates into “AXA makes you enjoy a better life”）and celebrated by dressing like EMMA in royal blue and black. Please find more event details through my vlog above.
As the second quarter closes, I’m proud of the way our teams performed in the Soar to Success transformation. The motor business is outperforming the target and our health distribution network has expanded with more digital platform partners, driving the growth to the next level. We also gained more customer recognitions in our outstanding claim service.
As a global insurer, our brand awareness has been increased at the 13th Lujiazui Forum with the presence of AXA Group Chairman of the Board, Mr. Denis Duverne. Please find out more details from this month’s newsletter. I hope you enjoy it!
