France’s AXA Group reported that it is “halfway to Ambition 2012, its company-wide project launched in 2004 which aims to make AXA the preferred company of its clients, employees and shareholders.”
AXA explained that it is seeking to enhance its brand strategy “by adopting a new signature which illustrates its determination to meet its clients’ needs through tangible proof and to establish with them the foundations of a real and lasting relationship based on trust.”
AXA explained: “For over a year, in the 10 main markets in which AXA does business, we conducted an in-depth review, interviewing almost 100,000 people (clients, employees and distributors) in order to better understand their expectations towards the financial services industry.
“The answers were unanimous. Whatever the market, the product or the distribution channel, the clients do not want more promises, but action and concrete facts, proof of quality of advice, service and welcoming attitude. Their wish is to have a partner who is available, attentive and reliable and with whom they can build a lasting relationship of trust.
One conclusion stands out. AXA found that many of those queried “view our industry as unable to give a satisfying answer to their expectations.” By reinforcing its brand strategy, illustrated by a new signature, AXA said it is seeking to demonstrate “its determination to take these expectations into account and its commitment to bringing its clients solutions based on proof.”
AXA Chairman Henri de Castries commented: “We are halfway to our company-wide project Ambition 2012 which aims to make AXA the preferred company of its clients, employees and shareholders. The brand strategy we announce today is a step forward in this approach. Without arrogance, but with determination, we want to bring our customers the proof they were right to trust us. Their trust can not be decreed. It must be won by showing we deliver on our commitments.”
Source: AXA Group – www.axa.com
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