Building a Customer-Centric Culture with AI-Driven Insights
February 18 & 25, 2025 | Free CX Network Webinar Series
For Rebecca, CX is a mindset and not a role, it’s a profession full of people people and that’s the bit she most loves about her job; creating, maintaining and improving the experiences and interactions that people have with brands. For Rebecca, a great Voice of the Customer (VoC) programme, lies at the heart of what she does and over the last 15 years she has led the definition and implementation of 3 large scale programmes that have done just this.
Rebecca has been lucky enough to work in a variety of different industries over the years; chocolate, beds, planes, trains and she would love to say automobiles but no, she is now currently in insurance at AXA Health. Customer wants, needs and expectations are remarkably similar in all industries making CX a truly transferrable skill, which is another thing she loves about it.
At AXA Health, the CX team's focus is to deliver a consistently great experience at every interaction members have. Insurance is intrinsically complicated, and their ambition is to simplify, to take the stress and effort out of making a claim, to be members' trusted healthcare partner and not just their insurance company.
Rebecca likes to use a wide variety of CX techniques to drive value, and always make sure there is effective governance in place to drive action on the back of the insights captured, also using VoC to drive a customer centric culture.
Day One - 18 February 2025
12:00 PM Consumer Duty, VOC and CX in insurance: A practical guide to turning insights to action
In the insurance industry, where most customers hope never to use the product they purchase, delivering an exceptional CX poses unique challenges. At AXA Health, a robust Voice of the Customer (VOC) programme has become the foundation for driving actionable insights and embedding customer-centricity across the organisation.
Join Rebecca Brooks-Daw, Senior CX Manager at AXA Health, as she shares how her team built a scalable CX function, and how they use customer insights to navigate the complexities of insurance. From integrating customer outcome metrics into KPIs to leveraging VOC data for compliance with Consumer Duty regulations, this session will highlight strategies for turning customer feedback into tangible improvements that resonate across teams and departments.
Attendees will learn:
- Building a scalable VOC program: Learn how to implement a resource-efficient VOC framework that delivers real-time insights across touchpoints, using a mix of outsourced expertise and in-house governance.
- Driving customer-centric action: Discover practical methods for embedding customer outcome metrics into KPIs, fostering agent engagement with closed-loop feedback, and ensuring VOC insights translate into impactful changes.
- Navigating compliance with CX insights: Explore how to align VOC initiatives with regulatory requirements like Consumer Duty, using dashboards and evidence-based reporting to drive organisational accountability.
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