Offering an omni-channel experience to customers, based on the members’ usage of digital tools

How can we make the digital experience key to customer satisfaction? How can digital become a lever of innovation to better serve members?

THE CONTEXT

Matmut, a mutual insurance company, currently insures nearly 3.2 million members and has more than 6.8 million contracts in France. In its ambition of offering the best customer satisfaction, Matmut asked unknowns to strategically and operationally support the integration of digital in the development of a new relational strategy.

STEPS

  • #1

    Omnichannel experience strategy : defining the omnichannel relational schema

  • #2

    Definition of the key project and roadmap : definition of the 10 key digital objects and prioritization within a roadmap

  • #3

    Launch of the project : start of the project in February 2017

The challenge: to satisfy customers, and no longer only business processes

1. THE IMMERSION

To identify customer needs, we conducted an ethnographic study, a process review and a diagnosis of the Matmut customer experience.

■ Audit of the omnichannel experience

■ Interviews to understand how people manage risks

■ Observations at Matmut agencies

■ Involvement in the review of internal processes

Teams

Anthropology and Research

Strategy and Business

Market researcher

2. STRATEGIC FRAMEWORK

We dedicated this phase to designing the relational outline and the principles of the omni-channel customer experience: subscription process, contract management, claims declaration.

■ Conception of relational scenarios and impacts on processes and organization

■ Defining roles for each touchpoint

■ Creation of new omnichannel processes

Teams

Strategy and Design

Operations and Technologies

Strategy and Business

Strategy and UX

3. OPERATIONAL FRAMEWORK

In order to effectively frame production, we built a roadmap to reach target digital processes.

■ Workshops to define the key path of the digital experience

■ Creation of a digital projects portfolio

■ Scoring and prioritization of features

Teams

Operations and Technologies

Strategy and Business

Strategy and UX

4. IMPLEMENTATION

We walked Matmut in the implementation of the project, on its organization as well as on the UX principles.

■ Program management

■ User tests

■ UX reinforcement

■ Strategy and UX

Teams

Product Owner

Strategy and Design

THE METHOD IN SHORT

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