ANNUAL REPORT 2011 - AXA Assistance

Our ambition is to constantly improve
our competitiveness so that we can
provide our customers with the
best service at the fairest price.
Serge Morelli
Chairman & CEO,
AXA Assistance
focused Personal Services offers,” adds
Director AXA Assistance Development
Jean-Marie Bouteville.
aOPTIMISING THE OPERATIONAL MODEL
The corporate transformation of
AXA Assistance that began in 2010
affects every part of the business,
whether directly or indirectly, and every
one of the company’s operating
countries. “Its goal is to make our model
more competitive, from front-office to
back-office, via operations, technical
management and the support
functions. Succeeding in this new
approach should allow us to make a
real difference,” adds Regional CEO of
France François Klitting. It’s a project
that also involves the redeployment of
some parts of the business. “We’ve
taken the decision to bring our Business
Lines together into centres of expertise.
For example, during the year, our
companies in Barcelona and Mauritius
took over responsibility for part of the
Travel Business Line previously managed
in England and France,” explains Chief
Operating Officer Annie Assouline.
Another vector for change has been the information
systems on which the company has focused so
decisively in recent years. “Technology erases
distances, which gives us much greater latitude in
building the framework for a new operational model.
We already have some very sophisticated resources,
like virtual call centres, and we’re also using the
mobile technologies to develop new channels of
communication with our service providers and
customers,” adds Director AXA Assistance Solutions
Marc Lo Bono.
aSETTING MILESTONES FOR THE EMERGING MARKET
Although the opportunities for growth in mature
countries are now limited, many geographic markets
have yet to be built. “In 2011, we were able to
accelerate our new business operation in emerging
markets in general, and China in particular, in order
to set out the milestones for our growth strategy going
forward, with particular emphasis on Vehicle and Travel,”
explains Sophie Latil, Deputy Director AXA Assistance
Development. In these new markets, whether in Asia or
South America… “The rise of a middle class opens up a
significant market for us in terms of vehicle assistance,
travel assistance and concierge services, as well as many
opportunities in the health and home markets,”
underlines Isabelle Cerf, the Group Program Director.
Expect to hear more about these trends in 2012.
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