Antonia Oakes

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Head: Customer Experience : Customer and
Responsible Business, Old Mutual Insure


Who is Antonia Oakes?

Career women. Mother. Business Partner. Customer Experience Specialist & Women transformation Activist.

Antonia Oakes is a customer experience professional with over 16 years’ experience specifically within the financial services and insurance environment. Antonia joined Mutual & Federal as Head of Customer Experience (CX) within the Customer and Responsible Business Department in February 2015. She has worked in various corporates including organisations such as ABSA Home Loans & Standard Insurance Limited.

Her role as Head of Customer Experience at Mutual & Federal is varied and broad but requires her to lead all company CX initiatives through:

  • Fostering a customer-centric culture within the business
  • Designing CX strategic frameworks at an enterprise level
  • Delivering through influence of others
  • Overseeing service complaints to the satisfaction of clients and the business


An important part of Antonia’s role as Head of CX is people management. Driving and guiding a team of people to attain a common goal. CX leadership requires situational-type & influential leadership, with the ability to adapt, be agile enough to know when to focus on strategy, operations, technical or financial aspects of the business at an enterprise wide level.

Key achievements at Mutual & Federal

Since arriving at Mutual & Federal, Antonia has led her team to notch up some impressive gains in the CX space, including:

  • Shifting the Mutual & Federal’s SA customer satisfaction index score from 71% to 84% - most improved in SA’s short-term insurance industry since 2014
  • Leading a team that was recognised as the best complaints handlers in the short- term industry
  • Adopting a world class CX Feedback loop framework.


As a leader in the emerging field of CX, Antonia is passionate about the development of female leadership and inclusive growth.

Antonia concluded: “Being a woman and promoting and encouraging other women to succeed is a huge passion of mine. Without knowing, I often find myself counselling/mentoring other women. This is one of the most fulfilling aspects of my existence & career thus far.”