AXA Belgium is doubling down on customer service and launched the internal Customer Focus program, challenging employees to rethink the way they work and the level of service they provide to their customers. The aim of the communication campaign was to raise awareness of this Customer Focus program, retain attention during almost an entire year and communicate various ‘best practices’ to achieve a higher level of customer service.
Stimulating people to do something, especially change their habits, is one of the hardest things to achieve. That was a key insight during the development of the campaign. It led us to conclude that a classical “this is how you should do it” message would simply not work. Instead of telling people what to do – or worse: pointing the finger – we wanted to encourage and reward people.
That’s why, true to our storyteller nature, we came up with a good story to do just that. We figured that everyone doing their best to help customers should be considered a ‘Customer Hero’. Heroes, because they were helping the client with their problems, and because they were helping AXA as a company to improve. This hero (or better: his illustrated stunt double) thus became our leading character in a comic book-like campaign. All year long, the Customer Hero would be battling his arch enemies in animated videos and on the screens in the AXA offices. Meanwhile, the hunt would be opened to reveal the true identity of our masked customer hero.