Keeping Sun Life ahead of competition


Providing AXA SunLife with a continuous measurement of customer satisfaction and understanding across its range of products.

Mixed modal approach of telephone and online interviews on a monthly, quarterly and annual basis.

Over 10,000 interviews since 2009.

How is it used?

  • Change processes and products to meet both current and future needs of target audience.
  • Improve product development, marketing and communication messages.
  • Product reviews.
  • Customer satisfaction and ratings.


  • Increase in sales, especially from input on product development.
  • Our Team
  • Our Team
  • Our Team
  • Our Team
  • Our Team
Critical London
Head Office

Unit 7, Baden Place
Crosby Row

Critical Watford

Suite F3
Hartsbourne House
Delta Gain
Carpenders Park
WD19 5EF