AXA has launched a new initiative to improve two-way customer engagement and ultimately introduce new products to market, the company recently announced.

Rollout of the initiative began in June after AXA partnered with a “leading technology network” that specializes in customer experience. The insurer did not give any specifics about the third-party or new consumer platform in its announcement.

Customers are now encouraged to provide service-specific ratings on the carrier’s website through its new interface, the company said. Additionally, AXA says it will review all customer feedback regularly to create or build-in new features customers want.

“This initiative is designed to enhance the client experience by providing an additional avenue for feedback and customer contact,” said Sharon Ritchey, chief customer officer at AXA US, in a statement. “This is in line with our strategy of focusing on the customer experience and also part of AXA’s digital transformation. We anticipate that this new initiative will help to build the AXA brand with both current clients and prospects.”

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