AXA Belgium implemented a newsroom model to improve their communication efforts across more channels and formats towards various targets. The newsroom team of 9 employees meets weekly for 30 minutes to listen, choose, plan and produce over 500 discussion topics, 260 internal news articles, 180 newsletters, 1200 press clips generating 30 million euros, and 180 social media posts annually in two languages. To further increase customer centricity, AXA Belgium will focus on creating strong customer-focused content, deepening audience knowledge, increasing segmentation and personalization, using impactful formats, multiplying communication channels, and keeping a human focus behind the scenes.

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