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.
