Embedding customer service at AXA with blended learning
Games & gamification
Comms & campaigns
113% increase in positive comments
24% reduction in formal complaints
114% increase in top rated calls
AXA is a leading global insurance brand. In the UK, the company provides insurance to small businesses through AXA Business Insurance (ABI) based at a contact centre in Glasgow.
The business insurance market is highly competitive and AXA saw an opportunity to differentiate itself from other providers by delivering outstanding and personalised service for its business customers. The company identified the need to empower and educate its insurance advisors on recognising opportunities to have purposeful, meaningful interactions with their customers.
- Minimising the impact on the contact centre
- Flexibility of delivery using digital learning
- Actively applying the learning in context
- Embedding new customer first culture
The Sponge Solution
Real conversations are at the heart of our innovative blended solution for AXA, called Inspiring Customer First. We worked closely with AXA subject experts to create the core content on topics including emotional intelligence and using positive language.
The programme launched in January 2017 during a special Learning Week. There was a great sense of occasion with banners and balloons, bearing the strong brand we created for the programme. Quizzes and competitions added to the fun.
We designed daily team ‘hubs’, including a five-minute elearning module, quizzes and challenges. Insurance advisors could then try out what they’d learned during real customer calls, with coaching support from leaders and peers.
The programme included a mix of face to face methods and digital media to meet learner needs in a busy contact centre:
- Peer coaching
- Train the trainer workshops
- Micro elearning
- Interactive online gaming
- Audio and video
- Social media
- Marketing materials
- Live exercises
To end the week, learners tested their knowledge in Indemnity Lane, a bespoke digital game where they could practise customer scenarios.
To embed the learning, monthly hub sessions were held throughout the year to reinforce and deepen knowledge.
The success of the programme is directly measurable through direct customer feedback on an independent customer review website. After nine months, positive customer comments were up by 113% and formal complaints were down by 24%. Top-rated calls by insurance advisors rocketed by 114%.
Inspiring Customer First has also received an overwhelmingly positive reaction from the workforce with employee approval ratings over 80% for engagement, enjoyment and application on the job.
Best use of blended learning - Learning Technologies Awards gold winner 2017
External learning solution of the year - Learning Awards silver winner 2018
Best customer service programme - TJ Awards silver winner 2017
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