Transforming insurance customer and user experiences 

Within the broader Crédit Agricole Group, Crédit Agricole Assurances is the leading insurer in France. The organization provides comprehensive property and casualty, health, and life insurance solutions. 

Given the competitive nature of the insurance industry, Crédit Agricole Assurances needed to keep looking for ways to improve its business and customer journeys. With that in mind, the organization asked its regional branches for feedback to help guide a transformational initiative. One of the most consistent responses was that these teams wanted a digital solution that would enable them to perform key operations on their own. 

Having identified this as a consistent desire across its regional branches, Crédit Agricole Assurances set out to digitize key transactions – like life insurance payments – in an effort to streamline customer interactions with a new mobile application. The company brought in Capgemini as a partner, providing access to extensive experience with digital transformations and the industry. 

Rising to the occasion via transformation 

As the partners started collaborating, they identified three phases that would help Crédit Agricole Assurances design a new end-to-end user experience, deliver a new digital solution, and perform a parallel transformation that introduced new ways of working that made digital journey design and build more efficient. Throughout these three areas, the partners also recognized the need to balance regulatory compliance with the delivery of an intuitive, smooth customer journey. Finally, the partners agreed to emphasize measuring the self-service insurance payout rate, which calculated the percentage of supplemental payments processed without agents being involved.  

To address these needs, a project team combining Capgemini experts and Crédit Agricole Assurances stakeholders launched a bank advisor client experience program called PECC. This collaborative group developed a new life insurance track for the company’s self-care site, which customers can access via their mobile devices and laptops. This also gave bank advisors at regional branches more support options, resulting in a comprehensive update of the entire free payment life insurance journey. 

Throughout this process, a team from frog, a part of Capgemini, designed a new end-to-end experience for customers and advisors. They focused on ensuring the journey for both groups of users was simple, fluid, and seamless. This meant tracking and animating the new experience within the commercial landscape. 

In addition, Capgemini needed to ensure that the new solution was supported by broad awareness. Following the delivery of the free payment life insurance application, the team managed a communication and education campaign to inform the relevant audience about the release, its impact, and how to use the new technology. Capgemini also monitored the solution’s performance to make sure it achieved month-on-month progression and adoption. 

Building on successful momentum 

Since the app’s release, Crédit Agricole Assurances has seen significant improvements in business performance, including a substantial rise in the number of transactions managed through the self-service channel. In particular, digital payment collection has increased by up to 90%. 

Following the rollout of this initial solution, the partners have continued their comprehensive customer experience transformation. Capgemini and Crédit Agricole Assurances have already started working on a fresh journey for subscription and arbitration, while also making similar plans to support regular payment processes. Meanwhile, Capgemini has completed the measurement of Crédit Agricole Assurances’ self-service insurance payout rate one year ahead of schedule. 

All of this has contributed to the development of a new manufacturing standard that has accelerated customer support at regional branches. In this way, Crédit Agricole Assurances has demonstrated its industry leadership and provided another clear example of the potential for innovation in this space. Through its commitment to the ongoing development and deployment of new user-centric solutions, the insurance organization will continue to define customer experience excellence in the market.