Bold Moves, Smart Tech: The Winning Formula for Modern Insurance
What’s the secret to using AI to automate processes while maintaining a human touch?
- On: March 5, 2025
Stephanie Peterson
Chief Customer Officer
As data and tech become integral to customer interactions, how do you balance innovation with the need for robust data privacy and cybersecurity measures?
Finding the delicate balance between innovation and security is absolutely a challenge.
On the one hand, we want to constantly test & learn, create unexpected ‘wow’ moments for customers, and make the most of the huge potential offered by digitalisation and AI in the area of customer interactions — both in terms of customer benefit and our corporate agenda. On the other hand, we don’t want to ‘run too far, too fast’ and cross legal or ethical borders, nor behave in a way that would startle consumers and result in a loss of trust.
Key message: My ambition, at present, is to be bold and creative in order to generate the greatest possible value for consumers while also respecting local laws, regulatory guidelines and good ‘ole common sense in terms of where not to wander and dabble (even if the technology would allow for it).
Why is being a traditional insurer an advantage for modern challenges?
As an established insurer, we can look back on and lean into a successful and robust past.
Translation = data, data, and more data.
Furthermore, over the years, we have (successfully) faced the challenge of adapting to technical, societal and global changes time and time again. It is important for our customers to know that they have an insurance partner by their side who can provide them with security. And as an established insurer, that’s exactly what we do — we provide expertise, protection and peace of mind.
Can you point out, where AI proves to be a real game-changer for your company?
Personally, I’m convinced that scaling AI will be a key differentiator, creating opportunities to optimise every part of our value chain. Unlocking the power and potential of data and AI enables us to invest in crafting more impactful, innovative, and memorable experiences for our customers.
Last year, we implemented SecureGPT at AXA. With SecureGPT, we benefit from our own secure and data protection-compliant generative AI, which accelerates the initial conception steps in marketing, for instance. Instead of starting on a blank sheet, our employees have a head start, allowing them to focus on the qualitative aspects to meet our customers’ requirements in an even more targeted manner — a win-win situation.
At AXA, AI also proves to be an absolute game changer when it comes to automating and speeding up processes in our day-to-day business. In P&C, for example, a new SecureGPT-based assistant tool supports our claims handlers by automatically structuring and clarifying claims files while filtering out duplicate or irrelevant documents. Additionally, it can generate summaries of pertinent information.
It is my profound conviction that AI continues to rewrite the rules of the game. And that success will belong to those who step up, play smart, are bold, and shape the future from the field — not the sidelines.
What happens when traditional expertise meets AI-driven automation? Learn about AXA’s journey to customer-centricity from Stephanie’s informative case study “Customer Excellence in a Complex Hybrid World”.
Join us at the 14th Annual Strategic Customer Excellence Summit, on the 19th – 20th of March 2025, at Catalonia Gran Via Madrid!
Short Speaker BIO:
I finished Law School and continued my studies in the USA for an MBA; right after school, I started my career again in the USA in the Customer Service department of an international company.
I have more than 20 years of experience in the Customer Service and Customer Experience Fields in international environments, in different countries, and with different cultures. What I learned in my experience is that human-to-human businesses have kept the same values over the years: empathy and trust. In recent years there has been a big disruption with digitalisation, but I believe in keeping the core values the same and, on top of them, building what is fast, convenient and user-friendly for the customers. Ultimately, if customers reach the solution, it doesn’t matter which tool or channel was used.
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