New AXA initiative aims to transform the customer experience

Media Contacts:

Colleen McGroarty
(212) 314-2485

July 21, 2016

NEW YORK – AXA, 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 prospects.” 

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” (also referred to as “AXA US”) 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 insurance 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)

AXA S.A. (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

GE-117103 (07/2016)

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