Page 26 - Turkinsurance Digital Magazine

26 interview

The Balance of Experience at

AXA Partners: Digitalization and

the Essential Human Touch

Hikmet Nakilcioğlu – Sales & Marketing
Director, AXA Partners Türkiye

Policyholders can track the
location of the dispatched tow
truck in real time on a map and
view the estimated arrival time.

At the core of this transformation lies speed; how-
ever, for us, speed alone is not sufficient. It must
be balanced with quality and sustainable value cre-
ation. Because long-term success is only possible
through a strong experience and the establishment
of trust.

What does this transformation mean from
a sales and marketing perspective?

Customer expectations have fundamentally
changed. Speed, convenience, and a seamless expe-
rience are no longer preferences; they are baseline
standards. As the shift toward digital channels in-
creases, customers want to resolve their needs with
less effort and through more transparent processes.
At this point, assistance services are no longer just
a support mechanism; they have become a strategic
component of the experience that directly influences
the perceived value of insurance products.

Thanks to How has the assistance sector been Today, sales and customer experience are not two
the platforms transforming in recent years? separate domains; they are designed and managed
developed by The assistance sector has been undergoing a dynam- together. There must be strong alignment between
the promise made during the sales process and the
our in-house ic and multi-layered transformation in recent years. experience delivered on the operational side. Other-
software team, we As customer expectations evolve rapidly, the con- wise, growth cannot be sustainable.
cepts of technology and experience are reshaping
manage assistance the way we operate. At AXA Partners, we approach For this reason, we design our sales approach not

processes end- this transformation not merely as followers, but only around volume but also around experience. In
from a perspective that actively shapes it.
to-end across the solutions we develop together with our business
partners, we plan the customer journey from the
various areas such Organizational agility, performance orientation, very beginning and place integration, speed, and
as motor, health, and differentiation are among our key strategic pri- transparency at the center of the process. Our goal
orities. In Türkiye, we strongly integrate this ap-
is not merely to generate more business, but to build
home, and travel. proach into both our commercial perspective and a growth model that creates measurable satisfac-
our business models. tion and supports long-term, strong partnerships.