AXA Protection Juridique Adds a Chatbot for Legal Questions
FACTS
- AXA Protection Juridique just launched Dailydroits.fr: a simplified channel for accessing different legal services.
- Dailydroits is meant for all Internet users having to deal with complex litigations. On this website, AXA services are displayed and customers can add options to a virtual shopping cart, as they would on a regular e-commerce site.
- Featured services:
- Ask questions to a legal expert: €30
- Property valuation service: €120
- Debt recovery with help from a legal officer: from €30
- Dailydroits also features a free chatbot (for legal questions). This AI-powered virtual assistant, called Maxime, is available at any moment to help customers solve housing-related legal questions. And this Machine Learning-based chatbot becomes more relevant over time.
A co-created project
- Maxime results from a co-creation project which involved AXA Protection Juridique and their insured customers via the crowdsourcing platform www.monassurancecitoyenne.com
- 1,500 people took part in this project
CHALLENGES
- Implementing more reliable accesses to legal information online. With Dailydroits, AXA Protection Juridique tries to meet French customers’ expectations as they already seek legal assistance online, but do not always find reliable or customised answers.
- Running tests on chatbots’ relevance. This launch is a means for AXA to rely on a conversational approach to dealing with prospective customers, assessing their interest in chatbot-based services, as well as their relevance in a quite specific context.
- Improving access to legal assistance. Dailydroits is also described as a tool for helping legal protection services go mainstream.
MARKET PERSPECTIVE
- 53% of French customers are not well aware of their rights and 83% do not even claim their rights. This observation brought AXA Protection Juridique to boost this channel.
- Legal chatbots are not new in France. In November 2017, Allianz Protection Juridique relied on AI techs for their consulting approach to assist customers with assessing whether or not their legal actions would be successful. Then again, with a specialised context in mind, the legal firm Alain Bensoussan also unveiled a bot for question regarding GDPR implementation.