Improving usage of the information communication technology platform in AXA Philippines Distribution Learning and Development for dealer productivity and increase customer responsiveness

Date of Publication


Document Type

Master's Thesis

Degree Name

Master of Business Administration


Ramon V. Del Rosario College of Business


Decision Sciences and Innovation Dept

Thesis Adviser

Maria Victoria P. Tibon

Defense Panel Chair

Rachel A. Quero

Defense Panel Member

Patrick Adriel H. Aure
Karen Selina A. Aquino
Maria Victoria P. Tibon
Brian C. Gozun


This study deals with the implementation of digital platforms in organizations. It specifically delves into AXAs efforts to make its distributors digitally enabled through investments in technological solutions such as AXA Solutions My.AXABIZ and My.AXA learning portal. Unfortunately, My AXA Learning Portal is not being used in the distribution channels and is merely used for cascading annual legal courses making the investment of the platform unmaximized. In the same way, AXA Solutions and My AXABiz usage have not been increasing since its launch, mainly because of the lack of knowledge of the tool among distributors. With the huge loss of investment suffered by the Agency channel, through Action Research, interventions were made to ensure efficiency, and usage of these platforms.

A review of the existing challenges and issues causing the low usage of the said platforms was carried out. As a result of communication and meetings with the platform's stakeholders, researchers were able to conclude the need for re-launching and ensuring the organization's readiness in using the tools by creating programs and initiatives for adaptation, namely: Training Automation, Training Digitalization, and TechX projects.

The study has undertaken two cycles – the first Training Automation project, addressed mastery in using My AXA learning portal utilizing Everett Roger's Diffusion of Innovation theory. My AXA learning portal was integrated in the overall Distribution training architecture and resulted in increased distributor usage, number of recruits and quality of distributors. The second cycle, Training Digitalization and Tech X further increased distributor usage, number of recruits and quality by creating a competitive learning leverage after a blended learning training program and IT infrastructure was implemented in 11 key training locations.

Abstract Format






Accession Number


Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

1 computer disc ; 4 3/4 in.


Management--Technological Innovations; Digital media--Management; Customer services; Organizational change

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