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AXA Direct Assurance


AXA is one of the leading global insurance providers, serving 107 million customers worldwide.

AXA is routinely awarded for its outstanding customer service ratings, which is essential to the success of its insurance business. Given that innovation is part of AXA’s DNA, the company recognized Afiniti as a perfect fit to help them continuously exceed their peer group through unmatched customer service.

In 2016, AXA partnered with Afiniti to improve their contact center performance in France. Given that AXA Direct France operates a direct to consumer sales model, Afiniti’s behavioral pairing capabilities proved to be uniquely well-suited for the business. AXA Direct France asked for an initial deployment in retention followed by acquisition within car insurance, before deploying across the rest of the estate.

Genesys PBX Integration

12 week Deployment

350 Agents Live

3 Sites


Afiniti’s Assignment

Axa Direct France approached Afiniti to optimize their inbound telesales and retention.

In 2017, Afiniti initially deployed in AXA Direct France's retention queue with 100 agents and expanded to the inbound telesales queue with an additional 150 agents a few months later.

Afiniti models are designed to optimize the incremental value delivered per call, which is fully aligned with AXA Direct France's internal metrics. The initial deployment cycle spanned 12 weeks across 3 sites in France and Morocco.

Ongoing Relationship

Following the success of the deployment, particularly in telesales, Afiniti is further expanding into AXA Direct France's service queue to optimize cross-selling with an additional 100 agents.

Afiniti maintains a close relationship with AXA Direct France and acts as a strategic partner in helping the company become the number one provider of customer service in France.

On an operational level, the partnership encompasses an ongoing dialogue on changes within the contact center environment and support for AXA's continuous advanced data analytics improvement, including through weekly, monthly, and quarterly business reviews. This is critical in ensuring optimal performance of the Artificial Intelligence algorithms as well as aligning the partnership with AXA Direct France's most strategic priorities.

Afiniti is exploring expanding into home insurance in France and discussions are underway to expand across other geographies, both in Europe and in Asia.

AXA Direct Assurance