How a digital platform can transform an insurer’s customer experience

MACIF recognized the value EY teams could bring to their strategic ambitions; it, therefore, chose EY teams to analyze customer journeys across all areas of the business, identify pain points and establish a common basis of agreement amongst stakeholders on how to deliver a coherent, effective digital journey.

The first step was to define the vision for the customer experience, looking at industry best practice, listening to customers and reviewing employees’ work processes. For each business entity, EY teams were tasked with analyzing the entire customer journey across existing and future channels. Thus, MACIF had identified that one of the main challenges was how hard the company found it to converge towards the same customer experience, due to siloes within the business. For this reason, applying a cross-cultural mindset was critical and allowed all stakeholders to agree on transversal customer journeys. The guidance of the EY teams allowed MACIF's business lines to build these paths in a collaborative way.

This collaboration led to a shift from an “adapt” practice of copying an existing solution into the CRM towards an "adopt" strategy, respecting as much as possible the standard of the chosen solution and thus avoiding the specific. Agile management was key, with the team using a SAFe (Scaled Agile Framework) methodology with different increments simultaneously being built, prepared for IT and launched in the business.

Recognizing that people are at the center of any transformation, MACIF and EY teams have worked together to help the change management team build and deliver the training program and materials. For each major delivery, a team was in place to support people, both on-site and remotely.

The focus of this transformation is to make the entire journey for any existing or potential customer as satisfying and seamless as possible – from the first point of contact to subscribing to an insurance policy, putting in a claim or terminating a contract.

MACIF continues its collaboration with EY teams on the delivery of this ambitious project. Work on the first business line, Health and Welfare, is complete. In partnership with the insurer, EY teams have delivered demonstrable value, through users already providing positive feedback on the solution.

Other benefits include better global customer relations, improved service quality leading to a more one-time processing and visibility for the customer.

The new system will improve performance measurement and management, as the new solutions centralize relationships between MACIF and its customers, customer journey workflows and customer data. Crucially, better data means better management and ongoing improvement of the system.

Through simplifying its digital CRM infrastructure MACIF is now positioned to offer an enhanced experience to both its clients and employees through omnichannel journeys, personalized services and a wide range of products and services. EY's support and methodology were key to MACIF achieving its objectives.