Presentation held at the Editorial Days 2019. Speaker: Vincent Joye of AXA Belgium

1. 1
Towards a
customer centric
communication
Vincent Joye
Communication & Reputation Manager
Newsroom Lead
AXA Belgium

2. 2
AXA Belgium at a glance
3,200
2.9million
customers
3,500employees brokers
bank agents
450

3. 3
The reality is challenging for communication professionals
➢MORE CHANNELS
➢MORE FORMATS
➢MORE TARGETS
➢MORE INTERACTIONS
➢LESS BOUNDARIES
➢MORE CHALLENGES (EFFICIENCY!)

4. 4
A new organisation model is needed in big companies
➢FULL LEVERAGE OF VALUABLE
CONTENT TO ALL RELEVANT
TARGET AUDIENCES
➢SPEED OF REACTION
➢TRANSVERSAL COLLABORATION
➢EFFICIENCY

5. 5
The Newsroom
➢ONE TEAM (9 FTE)
➢4 MEETINGS A WEEK OF 30 MINUTES
➢ LISTEN
➢ CHOOSE
➢ PLAN
➢ONE STOP SHOP

6. 6
Impact
AVERAGE PER YEAR
➢500 TOPICS DISCUSSED IN NEWSROOM
➢260 INTERNAL NEWS
➢180 NEWSLETTERS SENT
➢1200 PRESS CLIPS -> 30M EUR WAE
➢180 SOCIAL MEDIA POSTS
➢ ALL IN TWO LANGUAGES

7. 7
What are the next steps to increase
our customer centricity?

8. 8
Focus on strong content answering customer’s needs
Knowledge of the audience is key

9. 9
Towards more segmentation/personalization

10. 10
Use formats that have impact

11. 11
Multiply the channels

12. 12

13. 13
Behind the scene
Focus on human

14. 14
Thank you