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AXA Mandiri expands market through online partnerships
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AXA Mandiri president director Jean Philippe Vandenschrick gives an opening speech during a press club discussion organized by AXA Mandiri in Jakarta on March 14. The discussion was about customer behavior in the digital era. (JP/dra)
Insurance firm AXA Mandiri hopes to expand its customer base through partnerships with more platforms on the internet.
“We place our products on our partners’ platforms so that people can have easy access. They usually contact us for further information,” AXA Mandiri alternative channel director Henky Oktavianus said.
The five partners are Kaskus, Lazada, Smartfren, MidTrans and Garuda Indonesia.
Henky further explained that his company would add 15 more partners this year. He claimed that partnerships last year had attracted about 3,000 potential customers.
“We expect to gain 1,200 customers through these partnerships alone,” Henky explained.
He said AXA Mandiri had also established its own digital platform called Social Media Comment Center (SMCC) in 2015, which cost Rp 2 billion (US$ 149,532.7), to monitor people’s discussions about insurance on social media.
The discussion provided valuable input for future product design, Henky added.
According to the Indonesian Life Insurance Association (AAJI), AXA Mandiri holds a market share of 18.8 percent for bancassurance with 3.7 million customers.
It marketed its products through more than 2,000 financial advisers in 1,500 Bank Mandiri branches and 700 Bank Syariah Mandiri branches. AXA Mandiri also utilized 500 sales officers for telemarketing. (dra/bbn)
