@dèle’s effective customer collaboration
Not just a new tool – a whole new mindset
Making a claim can sometimes be a real uphill struggle for term creditor policyholders. The @dèle site streamlines the process and makes it more people-friendly.
It all starts with the realisation that
“we owe our policyholders much more than just insurance cover. We need to be there for them, build relationships, keep things simple and be open with them.”
Above all else, @dèle is founded on a new mindset. That explains why the first prototype, a slick management system that failed to meet the needs of end policyholders, did not make the grade.
“We threw it away, and started anew with fresh determination.”
A nimble, multidisciplinary team made up of business experts, CRM and digital specialists, a start-up specialized in UX Design and – for the first time – policyholders took on the project. When designing a dedicated system for policyholders, it makes perfect sense to include them in the project.
“That’s how we first met Aurore and learned about her experience – her husband’s serious accident and what she went through during the subsequent weeks and months while he was in a coma. As well as the sheer shock, she had to handle all the administrative formalities. Insurance was just one of many elements she had to deal with – doctors, supplementary health cover, the hospital, social security and her husband’s employers – while juggling her work responsibilities and sorting out childcare for her daughter. We understand these points on a personal level, but we sometimes lose sight of them as an insurer.”
The small team learnt two lessons from Aurore’s experience – there was no clarity on how her claim was progressing, and terminology was an issue.
The @dèle website does not use any technical terms, just plain everyday language.
While this might sound trivial enough, it actually took a great deal of work. It also shows we have taken a step back from our technical approach.
The other key point relates to CNP Assurances itself. It demonstrates the value of working collaboratively, shows we can implement change quickly (the site was built in just four months), and highlights the right to make mistakes, so crucial for blue sky thinking.
Results
La Banque Postale instantly gave its green light to roll out @dèle for its customers. Users have been bowled over by how simple it is to use and by the access they have to specialists, who are always on hand to guide them. The service was immediately extended to other partners, including Credit Immobilier de France, Boursorama Banque and ING Direct.
Crafted by user experiences and created collaboratively, @dèle is transforming far more than customer experience.
3,000 policyholders supported in its 1st year.