AXA Mandiri Insurance Industry CRM Innovation Based Digital Transformation Towards 2030
Abstract
The global insurance industry is facing fundamental digital disruption that demands a shift from transactional to relational business models. This research argues that the future competitive advantage in the insurance industry will no longer lie in the product itself, but rather in the ability to build hyper-personalized, data-driven relationships with customers. We assert that modern Customer Relationship Management (CRM), powered by Artificial Intelligence (AI) and data analytics, has evolved from a mere management tool into a key engine of innovation and growth. Using a qualitative approach with a case study method, this research focuses its analysis on the "from payer to partner" strategy implemented by PT AXA Mandiri Financial Services (AXA Mandiri ) through the "Emma by AXA" platform. Comparative insights are then drawn from three global pioneers with distinct innovation models: Lemonade Inc. (AI-driven disruption), Ping An Insurance (ecosystem integration), and Discovery Vitality (proactive engagement). Key findings from the AXA Mandiri case study validate the existence of a "virtuous cycle," where enhanced customer experience and engagement through digital applications generate rich volumes of behavioral data. This data, when analyzed, forms the foundation for developing more personalized products, which in turn strengthens loyalty and restarts the cycle. The study concludes that mastering this relational business model, with CRM as its central pillar, is a definitive strategic imperative for insurance companies aiming to thrive and lead the market by 2030.
Keywords: Customer Relationship Management (CRM), Digital Transformation, Insurance Industry, Service Innovation, AXA Mandiri , Artificial Intelligence (AI), Customer Experience.
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