Interview with Thierry Goument, general manager of Axa Services Morocco
Relation client : Since its creation in 2004 in Rabat, Axa Services Maroc has become a center of expertise in customer relationship management for Axa entities in France. The entity, which has experienced continuous growth over the years, also stands out for its expansion strategy, with the opening of new sites such as that of Kénitra in 2024. The diversification of its partnerships, in particular with Axa Belgium, marks a key step in its ambition to expand its international presence, while maintaining high standards of quality and efficiency. In this interview, Thierry Goument, general manager of Axa Services Morocco, reveals the entity’s ambitions and its prospects.
ALM: Introduce us to Axa Services Maroc (ASM)…
Thierry Goument: Axa Services Maroc (ASM) is the customer relations center of expertise in Morocco for the companies Axa France, Axa Direct France and Axa Assistance France. Since its creation in 2004 in Rabat, ASM has established itself as a key player in the field of customer relationship management, with nearly 4,500 employees dedicated to offering high quality services to our customers. Each year, we manage more than 3.5 million files and handle more than 10 million telephone calls.
What are the key skills that distinguish ASM and how has the entity developed over the years?
The key skills that set us apart include deep expertise in customer relationship management, an ability to offer customized solutions and a strong focus on technological innovation. Since its creation, ASM has experienced significant growth, going from a few hundred employees to 4,500 today. This expansion has been supported by the opening of new sites, such as that of Kénitra in 2024, and by continued investments in the training and skills development of our teams. ASM has also been able to adapt its practices to integrate values of diversity and inclusion, thus aiming to offer a work environment where everyone can fully develop.
How does ASM adapt its services to meet market demands?
To meet market expectations, we have developed a personalized and rigorous customer approach. We do everything we can to maintain high quality standards through strict and defined processes and continuous performance monitoring. Our teams are constantly trained on the specificities of the markets we serve, particularly in terms of compliance and data confidentiality. This is how we ensure we offer a service adapted to the needs of each client, whatever their market.
ASM is continually strengthening its partnerships with the various Axa subsidiaries. How do you aspire to strengthen your international presence and how will ASM work to succeed in these partnerships?
As part of our 24/26 strategic plan entitled “Unlock the Future”, we join the group’s ambition to open up to new Axa subsidiaries. The recognition that ASM has obtained from its three parent companies in France over the last 20 years has sparked the interest of other entities in the group. These entities are now asking us to assess the feasibility of entrusting us with operations similar to those we carry out for Axa France, Axa Direct France and Axa Assistance France. We remain resolutely oriented towards French-speaking countries, by developing activities in the field of insurance. This strategy allows us to capitalize on our expertise and in-depth knowledge of French-speaking markets, while ensuring consistency and synergy with our existing operations.
A concrete example of this approach is our recent collaboration with Axa Belgium, initiated this fall. This partnership marks an important step in our international expansion, illustrating our ability to adapt our services and meet the specific needs of new subsidiaries while maintaining our standards of quality and efficiency. By pursuing this strategy, we aim to strengthen our leading position in the insurance and customer relations sector, by offering innovative solutions adapted to local markets. Our goal is to create value for both our partners and our customers, drawing on our experience and know-how to develop lasting and successful partnerships.
Customer experience is an important pillar of ASM’s strategy. How does ASM work to satisfy its customers?
The customer experience is indeed at the heart of our strategy. We constantly train our teams to ensure they have the skills necessary to provide impeccable service. In 2023, 3,796 employees benefited from training, with an average of 173 training courses per person, accumulating a total of 259,457 hours. We also carry out regular satisfaction surveys to collect feedback from our customers and adjust our services accordingly. Furthermore, we apply rigorous standards in terms of security and confidentiality, because we know that trust is essential to create a lasting relationship with our customers.
What are the prospects outlined by Axa Services Maroc in the short and medium term?
In the short term, ASM is committed to strengthening its service offering by continuing its recruitment initiatives. With the recent opening of the Kénitra site, ASM illustrates its commitment to integrating local talent and fostering innovation in IT services, while meeting sustainability and well-being at work objectives. In the medium term, ASM aims to continue its growth while consolidating its status as an actor committed to social responsibility and compliance, with an emphasis on diversity, continuing training, and reducing its ecological footprint through structured CSR initiatives. .
