One question to ask is how bad the customer experience is prior to the transformation.
Axa Wealth is the latest to issue a press release written by a marketing team with access to clichépedia, unveiling its “new visual identity” as it announces significant investment in both its platform and brand.
It refers to investment in a new “user interface” to help “enhance the overall customer experience”.
This includes the overly-prosaic replacement of its “current brand imagery with a new visual identity across all marketing collateral.”
Mike Kellard, the firm’s chief executive, is quoted in the release using the phrase “visual points of interaction” when describing how Axa Wealth’s new identity will be communicated to staff and customers alike. It’s not a phrase I’ve heard him use that many times before.
More detail comes when describing the “new brand family” that is made up of Axa Wealth and its offshore Axa Wealth International businesses.
The upshot is that the firm is to invest vast quantities of money in a platform strategy designed to take its funds under management from £19bn half way through this year to £45bn by 2015.
