Established in December 2006, Bharti AXA Life brings together Bharti, one of India’s leading business groups with interests in telecom, agribusiness and retail, and AXA, one of the world’s leading companies in financial protection and wealth management. In their customer-centric commitment lie three core attitudes – Attentive, Reliable and Available. This has made Bharti AXA one of India’s leading life insurance companies. They continue to deliver innovative products and services that benefit their customers and fulfill their life stage needs. But, in scaling up, they realized that their efficiency metrics were being stressed; activity levels were low and conversion rates were dropping. It had reached a point where they had to intervene and take corrective action.