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Home / Resources / AXA finalist for TJ Awards

AXA finalist for TJ Awards


An ‘inspiring’ customer service programme at one of the world’s leading insurance companies, which resulted in a massive increase in positive customer reviews, is an award finalist for the second time.   

Insurance giant AXA and digital learning provider Sponge are jointly shortlisted in the category Best blended learning project at the LT Awards 2017, Europe’s largest award scheme for learning technologies.   

Earlier this month, the project was named as a finalist for Best customer service programme at the TJ Awards 2017

Both sets of judges were impressed with the results of the programme at AXA’s business insurance call centre in Scotland, which saw positive customer feedback increase by 145% and a 29% drop in formal complaints.  The initiative, called Inspiring Customer First, used a clever and creative blend of learning technologies, peer coaching and live practice to transform customer interactions at the call centre.

“We’ve seen instant impact in the way we deal with our business customers since the launch of the training programme. For our staff, it has been a highly motivating and enjoyable experience. We’re delighted the programme has been recognised in this way.”

Tom Bailey Senior Digital Learning Partner AXA UK

Inspiring Customer First went live in January 2017 as part of a special ‘Learning Week’ at AXA Business Insurance. The initiative involved daily learning ‘hubs’ on specific topics, where insurance advisors benefitted from digital modules, group discussion and side-by-side coaching. The week culminated in a digital learning game, created by Sponge, where advisors tested their knowledge and practiced new skills.  The programme continues throughout 2017 with monthly refresher sessions.

Louise Pasterfield, Managing Director of Sponge said: “AXA’s Inspiring Customer First programme shows what can be achieved with a mix of methods and media to empower and educate advisors in a busy call centre environment. Meaningful customer service takes investment in training and development, and it is great to see AXA’s commitment being recognised by both these awards.” 

The annual Learning Technologies Awards recognise outstanding projects and products from across the globe.  An independent judging panel, comprising over 40 experts and organised by the eLearning Network, whittle down the finalists from hundreds of entries. The winners will be announced on 29 November at the gala dinner in London.  

The TJ Awards, now in their 12th year, recognise the ingenuity, creativity, passion and hard work in global learning and development. The winners are due to be announced on Tuesday, December 5, 2017.

In the UK, AXA has 8,000 employees and more than 10 million customers across the insurance and healthcare sector.