An acclaimed learning campaign that has delivered groundbreaking business results has picked up a third award for leading digital learning company, Sponge UK and global insurance brand, AXA.
The project, Inspiring Customer First, has transformed customer culture at AXA’s Business Insurance division (ABI) by embedding best practice for insurance advisors to offer an outstanding, personalised service to customers.
Inspiring Customer First won silver at the 22nd Annual Learning Awards organised by the Learning and Performance Institute and hosted by TV celebrity, Tess Daly at the Dorchester in London in February 2018. The award came in the External Learning Solution of the Year category.
The judges praised the “high energy campaign” which was “anchored around shifting the customer focus to relationships rather than a transactional experience”. They said:
“As a result of the multi-faceted mix including a range of coaching, video and social media, the Inspiring Customer First programme increased customer advocacy and loyalty. Both of which are holy grails, especially in the customer service world.”
This latest recognition follows the Gold Award presented at the Learning Technologies Awards 2017 in November 2017 for the Best Use of Blended Learning, and the Silver Award for Best Customer Service Programme, announced at the 2017 Training Journal Awards.
Inspiring Customer First was launched in January 2017.
By the end of the year-long campaign, positive customer comments had increased by 113%, formal complaints had dropped by almost a third and top-rated calls – AXA’s internal call rating system – has doubled.
Louise Pasterfield, Managing Director of Sponge UK said:
“This learning campaign shows what can be achieved with a mix of methods and media to empower and educate advisors in a busy call centre environment. Meaningful customer service takes investment in training and development, and it is great to see AXA’s commitment being recognised by these awards.”
AXA has 8,000 employees in the UK and 10 million customers worldwide. The Inspiring Customer First campaign was at its ABI contact centre in Glasgow, where 150 advisors provide insurance advice and policy quotes to small business owners.
The challenge was to build a call-handling culture that moved away from policies to people, and from transactional to personal, so that it’s focus on the customer’s unique needs. The learning itself was focused on soft skills such as positive language and empathy.
Edmund Monk, CEO at the Learning and Performance Institute, said:
“The standard of entries for the 2018 Learning Awards has been exceptional – both in terms of quantity and quality – with entries from 42 countries.
“The independent judging panels have been incredibly impressed with the vision and depth in providing learning solutions. The individuals and organisations recognised here are inspirations to us all and deserve the fullest praise for their achievements.”