
Anyone can do it is, the advice given, by CEO Mike Plaxton at Krungthai AXA Life, to those who aspire to lead of an operational sales organization.
At the highly successful Krungthai AXA Life Insurance company in late 2009, in the context of their business Intelligence system deployment needed to deliver, a conversation I had with CEO. Mike Plaxton went something like this.
“I grew up as just an ordinary kid in the midlands of the UK. So being a CEO does not mean you need a pedigree or be a genius.
For me there are just a few things to get right.
Having a clear incentive based performance management model to motivate people is one thing you need. Ensuring clear linkages and standards are set and followed is another.
Here at Krungthai AAX, which is basically a sales organization, that not only applies to sales production, but equally to delivery and in-fact all areas including support.
We need regular information and metrics reports for everyone to maintain momentum and keep things on track. What I want is all the information all in one place so we can have better conversations to manage growth and see what is happening.’
Sometime in January 2010 this year over a coffee at his regular Starbucks hangout with his CFO, David Korunic, we were discussing the best way forward on what by then was moving into place. After a couple of months we had set up a data-warehouse and had begun deploying a business intelligence solution, for amongst other things, the daily sales reporting.
The access I had to these guys was story in itself. Mike always had an open door policy. And for a guy who headed up a 10,000 strong workforce allowing such free access to him was a testament in itself to his competency.
His clear mind meant five minutes or even less with him was always enough to get direction and the valuable clues that could save people weeks of jumping over the typical internal minefields that normally exist in corporations. Under his guidance, in his organization, which seemed to employ not only great talent but it also engendered a team players spirit saw people emulate a very successful right of access policy followed by this walk around and listen style CEO.
Going back a step to December the BI project had gotten a huge impetus when it was driven a chance doorstop conversation in his office. By then, as part of our immediate value start approach, we had already created a platform to measure the effectiveness of the Academy function to aid in improving the effectiveness training and quality of selling and focus programs.
So when I joined Mike briefly at that time for a go forward discussion, he pointed to his white board across his spacious office, with his VP of Distribution, Roger Deacon present, and said:
“Roger’s’ teams are going for an all time record in sales this month and we would love to be able to let everyone involved see their daily performance across the total span of control of every sales team, right down to the sales agent or advisor across all the business channels. Is that possible and if so let me know what road blocks you need shifted to get it?”
That was all we needed to motivate the project into top gear with immediacy to get the daily, the new business data up into focus in a workable format. It came in warts and all and I must say some reports did not look that elegant as the source data was not all seamless or well defined in terms of its integrity.
But not being feint hearted we began deploying it initially to the top guys. To do otherwise we knew would have spelt suicide to the project, but it did more than the trick to bond the Executive to all to see the potential of this now transparent tool that begun to show up and track daily numbers first in December 2009 and ongoing thru January 2010 as the first full monthly cycle. The value too as history appeared was seeing the spikes, pipelining and delivery delays which became very obvious. And issues like cancelations and un-booked sales that were being funneled till the last few days of the month could also be seen. So even thought the project was nowhere near being at production quality, immediate operational steps were able to be taken to rectify issues and fix bottlenecks, like speeding up confirmations and streamlining underwriting.
And despite the issues it raised on data quality, which got fixed over the next few months and is a another story in adding real value in itself, we did it all this via our test database to get immediate deep access to detail previously not possible while the paper based legacy systems continued in parallel for daily sales and monthly financial reporting.
Back to that January 2010 chat over a coffee, Mike’s continuing sound advice is something that has continued to resound with me ever since.
“Getting the numbers and having them right is so important to ensure credibility. But seeing them in a timely way so you have time to respond to achieve your target is critical. Pipelining and slipping a deal till next month is common place reaction by many a salesperson, so reducing the opportunities for this and using the rhythm and beat of the numbers to ramp sales efforts up and keep them there, gets the momentum. That what is needed to succeed in Sales”
As we talk further about integration and particularly the relationship with the financial reports he added another gem, saying,
“One of the things you have to remember is a game is often won or lost in the last few minutes. It is no less so in sales so you need to make sure you score consistently through the game and put in the extra at the end to make sure you win convincingly so you are also energized for the next game. Ensuring the scores are fully accounted for after the whistle is also important so all the sales are properly booked. Saying it does not matter and they will just get booked in the next month is a no-no and very de-motivating. It just kills the momentum which is what it is all is about. And solving this by having two sets of books to show credit is even worse. Sale and Finance just need to be the same. So even though accountants dislike me saying this it, holding the books open a day for last minute stuffing to make the numbers, is perfectly acceptable to me. It also makes the difference to move the whole organization from mediocrity to being an exceptional performer.”
David who has a reputation and stands out as a quality CFO quickly added something that made so much sense.
Giving the agents direct access to view of how they are going and how they can earn more money is our longer term aim. Giving them and managers supporting them the ability to see and translate actions that delver immediate and ongoing value to their monthly paycheck, naturally sorts out those who want to perform from those who are just on for the ride. Things such as being able to see the progressive scores in competitions and marketing campaigns with a BI tool for such self management is one of our key objectives.
It was an absolute pleasure working with these guys and such regularly informal reviews like this in the life of the project development made it work. They all both took executive and operational sponsorship lead to ensure the BI progress and value was delivered.
In April 2010 when our work was maturing they allowed me make public a “Mike Plaxton quote”, which bears repeating now to underpin a major part of what has made that BI installation so successful.
“I spend my time in conversations asking questions as I try answering none. My job is to listen so I can help people focus their efforts in discovering the answers they need to do their job from the data they collect on their job. And to engage their hearts and minds to focus so they know they are well supported. When I talk more and listen less, I only engage their minds and my ego.
Having our up-to-date performance information on tap and in sync that we can trust and all share, means we can have very good conversations. And I can then listen more to help them increase their momentum. My job is to get them to use the information they have by asking questions that help them understand our business.
Information is knowledge and knowledge is power – their power not mine.”
- Michael George Plaxton CEO Krungthai AXA Life Insurance Co Ltd
But that was not the end of the story. To make this all happen, Mike and David also appointed a permanent Information Manager to take care of the system and facilitate ongoing use of the Business Information to maintain momentum and grow the business. The person they appointed was a bright business analyst who had been involved in the project. It is a career move for him for sure.
Mike also lead the further system rollout out himself, by making it the center piece of a strategic planning workshop in July 2010, this year, with the event being held at the Westin Hotel. There he had the cream of his business with eighty of his top people from all regions attending. I was invited to join in that planning day, which in itself was a brilliant case study in how to fast track information based culture change for managing a business and use BI to spawn strategies that directly ended up in the business plans.
The agenda and approach he took on the day was just so simple and again bore out his brilliance as a leader. The first hour he spent with his executive team reviewing the half year performance and the business objectives for the next two years. Then after his newly appointed Business Information Manager showcased the BI tool he formed eight teams’ ten people and reassigned them for the day completely new functional roles. He move people from different disciplines such as having the CIO run the Direct Sales Agency he swap around to new roles Bank Assurance and various Agency channels and Support teams like Marketing and Finance. With the new role playing clear he asked each team to spend the rest day to break out and formulate strategies to grow their part of the business by a given quantum in the next two years. The final presentations by these quasi teams to the real board of management, who reassembled at the end of the day, delivered with rational and hard numbers their plans supported by look back and other evidence they found in the BI system.
As he said to me when he was planning this workshop, this type of engagement had a risk that could have meant the whole day’s effort could completely fail. But it became clear after the first 20 minutes into the risky part of the day that the results were going to be incredible which they were. The rest is history with Krungthai AXA now on their way to another record year of exceeding the market and their own 30% growth of last year 2009 by orders magnitude. They are also now set on a course with a well planned approach and commitment to it plus the tools to manage doubling their size in the next few years. I have no doubt as do all who are involved they will do it.
The results and growth of this company are truly outstanding and continues with this ongoing information culture approach. As an advisor, be-it only a bit part in of my role leading a consultant firm, I am proud to be part of it.
AXA; the leading European insurance company is a shareholder and partner with Krung Thai Bank PCL of Krungthai – AXA Life Insurance. In Financial Markets AXA is positioned as a Global Leader in Financial protection.
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About: Krungthai AXA Life Insurance Co Ltd
AXA; the leading European insurance company is a shareholder and partner with Krung Thai Bank PCL of Krungthai – AXA Life Insurance. In Financial Markets AXA is positioned as a Global Leader in Financial protection. Krung Thai Bank PCL symbolized by the “Wayupak bird”, is one of the leading Thailand banks. It proudly boasts one of the most established and enviable branch networks and brings to the partnership a truly dynamic value with its Bank Assurance Channel, a key contributor to the business success.
In terms of New Business, Krungthai AXA is ranked 5th on the leader board in a field of 24 major players in the market.

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