Case Study: AXA Philippines achieves customer-led innovation with Vision Critical

How AXA Philippines innovate in line with customer needs

AXA Philippines, one of the country’s top insurance providers, wanted a deeper understanding of customer perceptions and needs in a low-engagement category. To support more agile, customer-centric decisions, AXA Philippines worked with Vision Critical and its MyAXA Cafe online community to gather real-time feedback and build stronger customer relationships.

Vision Critical helped AXA Philippines use MyAXA Cafe for ongoing two-way customer dialogue and early product validation before launch. The approach improved decision-making across teams and led to measurable gains, including a 42% drop in customer inquiry calls, 2.5x more application downloads, more than doubled usage rates, a 160% increase in share of wallet among community members, and a 3x increase in CSAT.

AXA Philippines

Amor Balagtas

Chief Customer Officer