How can we make the digital experience key to customer satisfaction? How can digital become a lever of innovation to better serve members?
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.
Omnichannel experience strategy : defining the omnichannel relational schema
Definition of the key project and roadmap : definition of the 10 key digital objects and prioritization within a roadmap
Launch of the project : start of the project in February 2017
The challenge: to satisfy customers, and no longer only business processes
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
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
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
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
Conducting an audit of the omnichannel customer experience and study customer needs.
Designing the relational outline and principles of the omnichannel customer experience.
Building a road map to reach the target digital processes.
Accompanying the internal implementation