Insurer's promotion aiming at restoring consumer faith in the industry.

AXA has launched a £4m campaign, “Redefining Standards”, aimed at boosting consumer faith in financial services.

The insurer believes consumer faith in the industry has sunk to an all-time low since the start of the credit crunch. It aims to reverse this trend with advertisements calling on customers to take a stand against unacceptable sub-standard service.

Olivier Mariée, group marketing director of AXA UK, said: “Redefining Standards is not just a tag line. It is the way we want to change our industry and build trust with our customers. The message and our new campaign is bold, but we are also clear that this is the start of a journey for us.

“We believe this campaign will successfully set us apart from other financial services companies: it is a positive, upbeat message at a time of uncertainty for many people.”

The campaign will also include examples of the insurer’s products and services.

Philippe Maso, chief executive of AXA Insurance, said: “We have already started to make the new brand positioning a reality and we recognise that delivering service excellence is the most important factor in achieving this. Providing excellent standards of service is vital to building trust with our customers.

“We have already taken a number of steps in meeting this challenge including the appointment of a customer experience director who will act as the voice of the customers, as well as introducing a new set of guidelines covering the clarity of our documentation and communication to our customers. This is our number one priority.”

AXA has struggled with its service to brokers in recent years, coming bottom out of the top 14 insurers in research on customer service conducted last year by Newsquest Specialist Media, parent company of Insurance Times.