Case Study: AXA Direct Life Insurance achieves 20% shorter call wait times and improved telesales with Genesys PureConnect

Enabling brand differentiation through service experience with PureConnect

AXA Direct Life Insurance, launched in 2006 as Japan’s first online life insurer, offers easy-to-understand, convenient and affordable health and cancer insurance via website and call center. Faced with a highly competitive online market, AXA’s primary challenge was motivating consumers to buy life insurance online while maintaining a flexible, stable customer experience platform.

AXA implemented Genesys PureConnect™—leveraging digital channels, automated routing, customer self-service, outbound capabilities and system integrations—to enable omnichannel differentiation and adaptability. The deployment reduced call wait times by 20%, improved telesales performance and increased agent efficiency by 5%, helping AXA stand out through a more consistent, scalable service experience.

AXA Direct Life Insurance

Hideaki Saito

President & Chief Executive Officer