Case Study: AXA Business Insurance achieves higher customer satisfaction and personalized omni‑channel journeys with Salesforce Marketing Cloud

AXA knows what customers need before they need it with Salesforce

AXA Business Insurance, a Glasgow‑based insurer serving small and medium businesses, needed to shift from product‑centric to customer‑centric service as more customers moved to buying insurance direct. With four separate systems capturing policy data, advisors lacked a unified view of customers, making personalized, fast omni‑channel service — and the digital referrals that drive growth — difficult to deliver.

AXA implemented Salesforce (Service, Sales and Marketing Clouds) to create a single CRM used by about 150 service and sales staff, integrating communications and policy platforms to show advisors full customer histories and online activity. The solution enabled automated reporting, a “may need” dashboard for targeted cross‑sell and upsell, and faster case handling (freeing several hours daily on key tasks); customer satisfaction improved, reflected in a 4.8/5 Feefo rating.

AXA

Darrell Sansom

Chief Customer & Innovation Officer