New AXA Initiative Aims to Transform the Customer Experience

a leading financial protection company, is launching a new initiative
that facilitates direct, two-way customer feedback along with the
collection and organization of customer responses with the aim not only
of improving customer experience, but also of ultimately producing new
products and speeding innovations on existing ones. The phased rollout
began in June 2016.

The service-specific ratings, including client-generated reviews, are
being published on

“This initiative is designed to enhance the client experience by
providing an additional avenue for feedback and customer contact,” said
Sharon Ritchey, Chief Customer Officer, AXA US. “This is in line with
our strategy of focusing on the customer experience and also part of
AXA’s digital transformation. We anticipate that this new initiative
will help to build the AXA brand with both current clients and

In conceiving of this customer feedback initiative, AXA partnered with a
leading technology network that connects customers and brands over the
Internet, allowing them to view and share opinions, questions and
experiences. AXA will be able to use this customer-generated content to
create or build-in features to services that the marketplace signals
that it wants, thus creating additional customer interest and loyalty.
The feedback will be reviewed continually, and not at intervals of
several months as the current customer feedback process requires.

Since June, AXA has deployed a “soft launch” email to nearly 8,000
current clients who requested a recent transaction or purchased a new
contract. The email encouraged clients to rate and review their
interaction with AXA through an easy-to-use interface. Client-submitted
ratings and reviews are now being posted on By the end of the
year, the goal is to have service-specific ratings and client-generated
reviews published on the AXA site for all lines of business.

About AXA

“AXA” is a brand name of AXA
Equitable Financial Services
, LLC and its family of companies,
including AXA Equitable Life Insurance Company (NY, NY), MONY Life
Insurance Company of America (AZ stock company, administrative office:
Jersey City, NJ), AXA Advisors, LLC, and AXA Distributors, LLC. In
business since 1859, AXA Equitable Life Insurance Company is a leading
financial protection company and one of the nation’s premier providers
of life
and annuity
products distributed to individuals and business owners through its
retail distribution channel, AXA Advisors, LLC (member FINRA, SIPC) and
to the financial services market through its wholesale distribution
channel, AXA Distributors, LLC (member FINRA, SIPC).

(also referred to as “AXA Group”) is a Paris-headquartered
holding company for a group of international insurance and financial
services companies, including AXA Equitable Financial Services, LLC
companies. AXA S.A. is a worldwide leader in financial protection
strategies and wealth management with 103 million clients in 64
countries as of Dec. 31, 2015. AXA S.A. has been ranked the No. 1
insurance brand in the world by Interbrand
for seven consecutive years as of Oct. 5, 2015.

The obligations of AXA Equitable Life Insurance Company and MONY Life
Insurance Company of America are backed solely by their claims-paying
ability. Find AXA on FacebookTwitter and LinkedIn.
For more information, visit



Colleen McGroarty, 212-314-2485