The digital transition is people-centred
With Yves Couturier
Yves Couturier is Deputy Chief Executive Officer, Head of the Open Model Business Unit, and Head of the Social Protection and Services Business Unit at CNP Assurances. He is exploring a new strategy for accessing customers that is opening minds and new prospects.
Question : So CNP Assurances is looking to sign up customers who spend a lot of their time online ?
Answer : Their numbers are growing all the time, across every generation and every country, – they are the future. By directly reaching this customer segment, we are going to be able to better understand and anticipate their new expectations, and discover new ways of doing things.
Question : How can you win over these new customers ?
Answer : We are now putting end customers at the centre of all our plans, and are overhauling everything – our products, our partnerships, and our customer relationships, etc. – all at the same time. For example, by acting as rent guarantors for tenants who are not able to tick all the usual boxes, we are building relationships with freelancers and start-up founders, two groups who spend a great deal of time online.
Question : How can this approach enrich your partnerships ?
Answer : We are going to share our new online expertise with our partners.
The acquisition of the Azimut insurtech, for example, will enable us to offer our distribution partners tried and tested digital direct marketing solutions.
The acquisition of iSalud, Spain’s leading health insurance comparison site, has provided us with insights into state-of-the-art digital tools for customer prospecting.
That will enrich our partnership-based expertise and accelerate our internal changes.
Question : There are no borders in the digital world. Can this strategy of focusing on online customers be pursued everywhere ?
Answer : Yes, it can. It is already well-advanced in Brazil where Youse, our 100% digital insurance subsidiary, is innovating at the right pace on an affinity basis with Yousers, helping to make joint decisions. We intend to roll out this particularly novel approach in Europe, too.
Question : What are the keys to success in your opinion ?
Answer : We all need to connect with customers. For CNP Assurances, the transition to digital is a people-centred transition. Because customers are online, they have all the information at their fingertips and can make comparisons, they expect a highly personalised solution to be available immediately. And so the whole organisation should build itself around them. That’s the change that is taking place at CNP Assurances.