Is artificial intelligence the X Factor for a successful customer experience?
"Artificial intelligence helps streamline customer journeys and create 'wow' experiences," says Ellen Tobback. As Head of AI, Analytics & Innovation at AXA Belgium, she has already successfully plugged many AI applications into innovative solutions for customers.
Strategic use of AI and automation
"If you love data and AI like I do, then you should work for an insurer like AXA Belgium where data, AI and automation form a crucial strategic mainstay. AXA Group conducts research into Responsible AI and in Belgium we sponsor a doctorate in 'Explainable AI' at the University of Antwerp. My role as a bridge builder between our business and our machine learning experts also shows that AXA is determined to embrace groundbreaking AI applications."
Cognitive AI streamlines automatic processes
AXA Belgium works on AI and automation in two major areas. On the one hand, the augmented worker – artificial intelligence that supports employees in making decisions. For example, the system signals damage claims where fraud may be involved so that those files can be investigated more specifically.
"Cognitive AI enables smooth end-to-end automation of processes."
The second area is cognitive automation, where AI is plugged into automatic processes to activate the next step in the process with extra intelligence – information about a photo or document, for example. "In other words, cognitive AI, which was developed to mimic human cognitive functions, enables smooth end-to-end automation of processes."
Up to 75% timesaving
A concrete example of such an automatic process with artificial intelligence is requesting a new identity card from customers when their old card has expired. "This used to be done through manual checks, e-mails and reminders. Now an e-mail is sent automatically to the customer with a QR code from a website where they can upload a photo of their identity card. The photo is automatically linked to the correct file, while an AI model checks the card and automatically enters the new expiration date into our systems. More than 75% of all identity cards that come to us are processed fully automatically in this way."
Does AI automatically provide a better customer experience?
When AI is plugged into different stages of a flow, it can streamline internal processes and therefore make customer journeys seamless. "I recently experienced this for myself. My car was hit in a parking lot. At AXA, we've developed an application that can read all the information on the accident form. Liability can be determined automatically in this way. A few minutes after I had uploaded a photo of my accident form into the online claims app, I received confirmation that my damage was insured and could be repaired at an authorised repairer of my choice. All in a single, uninterrupted online flow.
Of course, a successful customer experience is not only determined by AI. A lot of factors come into play. such as the user-friendliness of the online claims app, the convenience of an authorised repairer, etc. "AI is the factor that can remove the friction in a customer journey and even provide a 'wow' moment here and there. As in 'Wow, that was taken care of quickly!'
Generative AI: from impossible to reality
According to Ellen, we are witnessing a highly interesting and promising moment in AI development right now. In addition to cognitive AI, generative AI and its language variant Large Language Models are now also ubiquitous. These powerful AI models go beyond mimicking cognitive functions. They are able to create original content such as text and images themselves and are even surprising experts. "While AI and automation have so far mainly taken place at the back-end of our processes, generative AI will trigger a shift at the front-end, with powerful chatbots, for example, or e-mails that automatically answer a specific question from the customer in real time."
"Use cases that seemed impossible just two years ago are now within reach and give us the opportunity to take the customer experience to the next level. AXA wants to make full use of that incredible potential."
The challenge? Using generative AI in a meaningful way
"The technologies behind what I call 'user gadgets' like ChatGPT or Midjourney are great and I'd encourage everyone to discover how they work and what the possibilities are. The big challenge for the coming years is now to implement these types of generative AI models in business processes, products and services in such a way that they create added value for the customer."
Damage reimbursed in one day
Would it be possible, for example, to receive compensation in one day? "Yes, it will be possible for simple, straightforward claims," says Ellen. "However, good claims settlement sometimes requires a little more time, especially with complex claims. AI helps us there, too, for example, to assess the gravity of a situation better and sometimes faster, and to play our role as an insurer even better and more efficiently. We always have to ask ourselves whether, in the event of damage to their house, a customer really wants the money on their account immediately. Or would you help them better by quickly sending a repair technician? Even though we can make customer journeys smoother with AI, as an organisation we should never lose sight of the fundamental priority: the customer's needs."
"I think it's quite impressive how many AI applications we, at AXA Belgium, have already integrated into processes and customer journeys. But this is only the beginning… We're currently testing an application that can automatically retrieve the answer to a specific question from our databases of documents. "Imagine how much time an administrator would save if they didn't have to first look up the relevant document and then find the right passage in the text, to answer a question from a broker or customer. In a next step you can link this document processing application to a chatbot that helps the customer to better understand the content of their insurance policies."
Is AI making us dumber?
A frequently raised criticism is that AI and automation will lead to a brain drain among employees of insurance companies. Ellen sees that differently: "Automation ensures that the knowledge remains within the organisation. To create the AI models, the processes, the decisions that are taken and the criteria on which they are based are documented in detail. Knowledge that's preserved in the heads of a few experts and disappears when these individuals retire is now all on paper. What's more, automation also offers you the opportunity to critically examine and optimise processes and customer journeys."
Targeted and effective prevention thanks to AI
AI can also provide added value in the field of prevention. "Wearables, telematics and sensors will play an increasingly important role in combination with AI. For example, there are wearables that warn warehouse workers when a forklift is approaching. AI applications also take AXA's prevention initiatives to the next level. A good example is our AXAdriveXperience offer for young drivers. Using telematics, which register the location and movements of their car, we analyse their driving behaviour via an app on their phone. With that information, they can make their driving style safer and receive up to 50% discount on their car premium."
The ideal claims customer journey is on the way
With targeted prevention and innovative (assistance) services facilitated by AI, the ideal claims customer journey is gradually taking shape. "It's still in the realm of the future, but this could become the customer journey for home damage. Suppose a storm is coming, with very strong gusts of wind locally. The first touchpoint with the customer revolves around prevention. Thanks to high-performance weather models and topological data, we can send them an alert for an increased risk of storm damage in their neighbourhood. A few tips are automatically included so that the customer can prevent damage. Tests with large language models will have shown by then which type of communication works best for this.
The customer reports damage to their roof. We will already automatically have received a report that strong gusts of wind were measured on their street. The photos of the damage that the customer uploads are automatically analysed so that, via AXA Assistance, we can quickly send a technician from Emergency@Home for an emergency solution. Because we had correctly assessed the situation in advance, there are enough technicians available. As soon as the customer uploads the invoice for the final repair, they will receive the compensation on their account the same day."
Assistance even before the customer asks for it
"Automatic assistance activation is one of the things that AI makes possible."
"In our example of the storm damage customer journey, we will theoretically be able to call in the emergency response once our models have identified the damage. When sensors detect a water leak, the plumber can ring the customer's doorbell before they themselves are aware of the leak. And when sensors in a car detect a collision, roadside assistance is automatically sent to the scene. Talk about a 'wow' experience!"
How can we keep things safe with AI?
There's still much work to be done to enable the ideal customer journeys, but they are becoming a little more real every day. AXA Belgium is fully engaged in experimenting with all kinds of applications, but there are two principles that the insurer will always uphold: 1. safety and reliability and 2. human interaction.
"Our AI applications have to be safe and reliable. AI carries risks and with OpenAI, such as ChatGPT, these are even greater because the knowledge, models and technologies are public. We don't want a chatbot to give our customer incorrect information (known in the jargon as a hallucination, Ed.) or for personal data or confidential company information to be leaked from the company via ChatGPT. We have therefore made very clear agreements internally about information that can and cannot be shared in these types of applications. In collaboration with Microsoft, we are launching a Secured GPT, a secure environment in which our employees can use ChatGPT without the risk of data leaks."
Automation when possible, human when needed
"Human interaction remains crucial in serving our customers. Automation ensures that they can quickly perform banal tasks such as uploading a document. But in moments that really matter – a hail storm, a house fire, a death, a car accident – we want our customers to get a real flesh-and-blood person on the line who listens to them and helps them. We're convinced that thanks to AI and automation, our employees will have more opportunities to assist our clients and brokers in an empathetic and helpful way."
